Social advertizing in Russian Federation makes people better
Social advertizing is not new in Russian Federation as it can seem. Even in 1980s social advertising took an important place in usual life. All Russians who lived in Soviet times remember social posters and video spots where concepts of liability were declared. The following mottos were so much popular: “Save the nature, it’s our mpther”, “Matches are not toys for children” etc. All those social advertisments were sponsored by Soviet government and created by official institutions. At the moment everything has changed and we can find many silly social advertising which is supported by Russian government, non-governmental organizations and private persons. Lots of money is spent every week on different social campaigns which are supported by strong media campaigns with movie spots, social booklets, mottos etc.
A lot of international non-commercial companies work on the territory of Russian Federation and many social advertisments from all over the world are available now in Russia. I am sure that it is really good as we have a unique chance to use best international experience in the sphere of social advertising as our own traditions in this sphere are very weak but we have lots of thoughts and creative PR specialists who can make all them visible. That’s why different competitions of social advertising are so popular today in former Soviet Union and many professional advertising companies took an active part in such kind of events and if you enter tube sites you can search for lots of social spots created by the leading local companies but sometimes the visualization of social problems leaves much to be desired. Still there are quite a lot of popular social advertisements on tobacco addiction and other problems. But certainly, we should always remember about the current situation in Russian Federation and the main problems which the government has to solve. One of such difficulties is demographic decrease as too many people die in Russia and they understand that they should force families to give more births. As an example of social advertizing which concentrated on demographic issues we can mention social posters which were placed in Moscow subway with a lady with three children on her knees. This post gives more questions rather than gives answers as there is no male on this poster and the woman looks not very happy.
I think that social promotion in Russian Federation just starts its way and in the nearest future we will see lots of great examples of TV spots and social posters as well as complicated social campaigns.