Social advertizing in Russian Federation makes the world better
Social advertizing is not so effective in former Soviet Union as it can seem. Even lots of years ago social promotion took an important place in everyday life. All Russian citizens who lived in Soviet times remember social booklets and video spots where ideas of liability were declared. The following texts were so much popular: “Save Soviet nature, it’s our motherhood”, “Matches are not toys for boys” etc. All these social advertisments were supported by SU government and made by governmental institutions. At the moment everything has changed and we may find many different social advertising which is supported by official government, non-governmental organizations 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, texts etc.
A great deal of international foundations work on the territory of former Soviet Union and a great deal of social ads from all over the world can ve found now in Russian Federation. I am sure that it is really importans as we have a unique opportunity to use best international experience in the sphere of social advertizing as our own traditions in this sphere are very weak but we have many thoughts and creative directors who can make all them true. That’s why various contests of social promotion are so popular nowadays in former Soviet Union and lots of professional advertizing companies took an active part in such kind of competitions and if you enter tube sites you can find many social spots shooted by the leading Russian organizations but usually the visualization of social problems leaves much to be desired. Still there are quite a lot of popular social advertisements on alcohol 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 deal with. One of such difficulties is demographic decrease as too many people die in former Soviet Union and they know that they should force families to give more births. As an example of social advertizing which concentrated on demographic difficulties we can mention social posters which were placed in Moscow subway with a lady with three children on her knees. This post is more uncertain rather than gives answers as there is no male on this poster and the lady looks sad.
I think that social advertising in former Soviet Union 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.