Social advertising in Russia makes you better
Social advertizing is not new in former Soviet Union as it can seem. Even during the years of Soviet Union social promotion took essencial place in everyday life. All Russians who lived in those years remember social booklets and television spots where ideas of responsibility were declared. The following mottos were very popular: “Save Soviet nature, it’s our mpther”, “Matches are not toys for boys” etc. All these social ads were supported by Soviet government and created by official institutions. Nowadays everything has changed and we may find lots silly social advertising which is sponsored by official government, non-governmental organizations and private persons. Much money is spent every month on various social campaigns which are created by strong media campaigns with video spots, social posters, texts etc.
A great deal of international foundations work on the territory of Russian Federation and a great deal of social ads from different countries are available now in Russian Federation. I am sure that it is really good as we have a unique opportunity to use best Ameriacan experience in the sphere of social promotion as our own traditions in this area are very weak but we have a great deal of ideas and creative directors who can make all them effective. That’s why different competitions of social advertising are so popular now in former Soviet Union and a lot of professional advertizing agencies took an active part in such kind of competitions and if you enter tube sites you can find lots of social spots shooted by the leading local companies but sometimes the visualization of social problems leaves much to be desired. Still there are quite a lot of interesting social movies on alcohol addiction and other issues. But certainly, we should always remember about the following situation in Russian Federation and the main difficulties which the government has to deal with. One of such difficulties is demographic decrease as too many people die in Russia and they know that they should force people to give more births. As an example of social advertising which concentrated on demographic difficulties we can state on social posters which were placed in Moscow subway with a woman with 3 girls on her knees. This post is more uncertain rather than gives answers as there is no guy on this poster and the lady looks disappointed.
I think that social advertising in Russian Federation just starts its way and in the nearest future we will see lots of great examples of television spots and social posters as well as complicated social campaigns.