Social advertising in Russian Federation makes you better
Social promotion is not new in Russian Federation as it may seem. Even in 1980s social promotion took significant place in usual life. All Russian citizens who lived in those years remember social posters and TV spots where concepts of responsibility were declared. The following mottos were very popular: “Save Soviet nature, it’s our mpther”, “Matches are not toys for children” etc. All these social advertisments were sponsored by Soviet government and made by governmental institutions. Nowadays everything has changed and we may find many silly social advertising which is supported by Russian government, non-commercial companies and private persons. Lots of money is spent every week on different social campaigns which are created by strong media campaigns with movie spots, social booklets, mottos etc.
A lot of international non-commercial companies work on the territory of Russia and lots of social advertisments from all over the world are available nowadays in Russian Federation. I am sure that it is really good as we have a unique opportunity to use best international experience in the field of social advertizing as our own traditions in this field are very weak but we have a great deal of thoughts and creative PR specialists who can make all them visible. That’s why various contests of social advertizing are so popular today in former Soviet Union and many professional promotion agencies took an active part in such kind of events and if you enter RuTube you can look for lots of social spots created by the leading local organizations but usually the visualization of social messages leaves much to be desired. Still there are quite a lot of interesting social advertisements on tobacco addiction and other problems. But certainly, we should always remember about the current situation in Russia 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 families 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 boys on her knees. This post gives more questions rather than gives replys as there is no male on this poster and the woman looks sad.
I think that social promotion in Russia 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.