Social promotion in Russian Federation makes us better
Social advertizing is not new in former Soviet Union as it can seem. Even during the years of Soviet Union social promotion took an important place in everyday life. All Russian citizens who lived in those years remember social booklets and television spots where concepts of responsibility were declared. The following mottos were very popular: “Save our nature, it’s our mpther”, “Matches are not toys for girls” etc. All these social advertisments were supported by the government and created by governmental institutions. At the moment everything has changed and we may find many silly social advertising which is supported by Russian government, non-governmental companies and private persons. Much money is spent every week on various social campaigns which are created by strong media campaigns with video spots, social posters, mottos etc.
A lot of international foundations work on the territory of former Soviet Union and many social advertisments from different countries are available at the moment in former Soviet Union. I am sure that it is really great as we have a unique opportunity to use best world experience in the sphere of social advertising as our own traditions in this field are very weak but we have a great deal of ideas and creative people who can make all them effective. That’s why various competitions of social promotion are so popular nowadays in Russia and a lot of professional advertising agencies took an active part in such kind of competitions and if you enter tube sites you can search for lots of social spots created by the leading Russian companies but sometimes the visualization of social problems leaves much to be desired. Still there are quite a lot of interesting social ads on tobacco addiction and other problems. But certainly, we should always remember about the current situation in the country and the main difficulties 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 families to give more births. As an example of social advertizing which concentrated on demographic issues we can state on 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 replys as there is no man on this poster and the woman 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 TV spots and social posters as well as complicated social campaigns.