Social advertizing in former Soviet Union makes people better
Social promotion is not new in Russian Federation as it may seem. Even many years ago social promotion took essencial place in usual life. All Russian citizens who lived in those years remember social booklets and TV spots where ideas of liability were declared. The following mottos were very popular: “Save Soviet nature, it’s our mpther”, “Matches are not toys for girls” etc. All those social ads were sponsored by SU government and created by governmental institutions. At the moment everything has changed and we can find lots various social advertising which is sponsored by official government, non-commercial organizations and private persons. Lots of money is spent every week on various social campaigns which are supported by strong media campaigns with video spots, social booklets, texts etc.
A great deal of international foundations work on the territory of Russian Federation and a great deal of social ads from all over the world can ve found nowadays in Russian Federation. I am sure that it is really importans as we have a unique chance to use best Ameriacan experience in the sphere of social advertising as our own traditions in this field are very weak but we have lots of thoughts and creative people who can make all them effective. That’s why various contests of social promotion are so popular nowadays in former Soviet Union and a lot of professional promotion agencies took an active part in such kind of competitions and if you enter tube sites you can find many social spots created by the leading local companies but sometimes the visualization of social problems leaves much to be desired. Still there are quite a lot of popular social ads on alcohol addiction and other problems. But of course, we should always keep in mind about the following 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 Russian Federation and they know that they should stimulate people to give more births. As an example of social advertising which concentrated on demographic problems we can mention social posters which were placed in Moscow metro with a lady with three children on her knees. This post is more uncertain rather than gives answers as there is no guy on this poster and the woman looks sad.
I think that social advertizing in Russian Federation 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.