Social advertizing in Russia makes the world better
Social advertising is not new in Russian Federation as it may seem. Even lots of years ago social advertising took significant place in our life. All Russian citizens who lived in Soviet times remember social booklets and television spots where messages of liability were declared. The following texts were very popular: “Save our nature, it’s our mpther”, “Matches are not toys for boys” etc. All these social advertisments were supported by SU government and created by governmental institutions. Nowadays everything has changed and we may find many various social advertising which is supported by official government, non-governmental organizations and private persons. Lots of money is spent every year on various social campaigns which are supported by strong media campaigns with movie spots, social posters, logos etc.
A lot of international organizations work on the territory of Russia and a great deal of social advertisments from different countries can ve found at the moment in Russia. I am sure that it is really great as we have a unique opportunity to use best world experience in the sphere of social promotion as our own traditions in this field are very weak but we have many ideas and creative people who can make all them effective. That’s why various contests of social promotion are so popular today in Russia and many professional advertizing agencies took an active part in such kind of competitions and if you enter tube sites you can search for lots of social spots shooted by the leading Russian 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 keep in mind 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 former Soviet Union and they understand that they should force people to give more births. As an example of social advertising which concentrated on demographic issues we can state on social posters which were placed in Moscow subway with a lady with 3 girls on her knees. This post is more uncertain rather than gives answers as there is no man 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.