Social promotion in Russian Federation makes us better
Social advertising is not new in former Soviet Union as it can seem. Even during the years of Soviet Union social advertising took an important place in our life. All Russians who lived in those years remember social posters and video spots where ideas of responsibility were declared. The following texts were so much popular: “Save the nature, it’s our mpther”, “Matches are not toys for children” etc. All those social ads were supported by Soviet government and created by governmental institutions. At the moment everything has changed and we may find many various social advertising which is sponsored by Russian government, non-governmental companies and private persons. Lots of money is spent every week on various social campaigns which are supported by popular media campaigns with video spots, social booklets, texts etc.
A great deal of international foundations work on the territory of former Soviet Union and lots of social ads from different countries are available now in former Soviet Union. I am sure that it is really great as we have a unique opportunity to use best international experience in the field of social promotion as our own traditions in this sphere are very weak but we have lots of ideas and creative people who can make all them true. That’s why different competitions of social advertizing are so popular now in Russian Federation and lots of professional advertizing companies took an active part in such kind of events and if you enter tube sites you can find lots of social spots created by the leading local firms but usually the visualization of social ideas leaves much to be desired. Still there are quite a lot of popular social ads on tobacco addiction and other problems. But of course, 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 problems is demographic decrease as too many people die in Russian Federation and they know that they should force families to give more births. As an example of social advertising which concentrated on demographic problems we can state on social posters which were placed in Moscow metro with a woman with 3 children on her knees. This post gives more questions rather than gives replys as there is no guy on this poster and the lady looks disappointed.
I think that social advertising in Russia 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.