Social advertizing in Russia makes you better
Social advertizing is not new in former Soviet Union as it may seem. Even lots of years ago social advertising took an important place in everyday life. All Russians who lived in those years remember social posters and television spots where messages of liability were declared. The following mottos were so much popular: “Save our nature, it’s our mpther”, “Matches are not toys for girls” etc. All those social advertisments were supported by Soviet government and made by official institutions. At the moment everything has changed and we may find lots silly social advertising which is sponsored by official government, non-commercial companies and private persons. Much money is spent every year on different social campaigns which are supported by popular media campaigns with movie spots, social booklets, texts etc.
A lot of international non-commercial companies work on the territory of former Soviet Union and a great deal of social ads from all over the world are available now in Russia. I am sure that it is really importans as we have a unique opportunity to use best world experience in the sphere of social advertising as our own traditions in this sphere are very weak but we have a great deal of ideas and creative people who can make all them visible. That’s why various competitions of social advertising are so popular now in Russia and a lot of professional advertizing firms took an active part in such kind of events and if you enter YouTube you can look for lots of social spots shooted by the leading local firms but usually the visualization of social ideas leaves much to be desired. Still there are quite a lot of interesting social advertisements on tobacco addiction and other issues. But certainly, we should always remember about the following situation in Russia and the main problems which the government has to sort out. One of such difficulties is demographic decrease as too many people die in Russia and they understand that they should force people to give more births. As an example of social promotion which concentrated on demographic problems we can state on social posters which were placed in Moscow subway with a woman with 3 children on her knees. This post gives more questions rather than gives answers as there is no male on this poster and the lady looks disappointed.
I think that social promotion in Russia just starts its way and in the nearest future we will see lots of great examples of video spots and social posters as well as complicated social campaigns.