Social advertising in Russian Federation makes you better
Social promotion is not so effective in Russia as it can seem. Even lots of years ago social advertising took essencial place in our life. All Russians who lived in those years remember social posters and TV spots where concepts of liability 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 ads were sponsored by Soviet government and created by governmental institutions. At the moment everything has changed and we can find many different social advertising which is supported by official government, non-governmental companies and private persons. Lots of money is spent every month on various social campaigns which are supported by strong media campaigns with video spots, social booklets, texts etc.
A great deal of international non-commercial companies work on the territory of Russia and lots of social advertisments from all over the world are available now in Russian Federation. I am sure that it is really importans as we have a unique chance to use best international experience in the sphere of social advertising as our own traditions in this field are very weak but we have lots of ideas and creative PR specialists who can make all them true. That’s why various contests of social advertising are so popular nowadays in Russian Federation and a lot of professional advertising agencies 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 Russian firms but sometimes the visualization of social problems leaves much to be desired. Still there are quite a lot of interesting social advertisements on tobacco addiction and other issues. But of course, we should always keep in mind about the current situation in Russia and the main difficulties which the government has to sort out. One of such problems is demographic decrease as too many people die in Russia and they understand that they should force 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 subway with a woman with 3 boys on her knees. This post is more uncertain rather than gives replys as there is no guy on this poster and the lady looks sad.
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 television spots and social posters as well as complicated social campaigns.