Social promotion in former Soviet Union makes the world better
Social advertizing is not new in Russia as it may seem. Even lots of years ago social advertising took significant place in everyday life. All Russians who lived in those years remember social posters and video spots where ideas of responsibility were declared. The following mottos were very popular: “Save Soviet nature, it’s our motherhood”, “Matches are not toys for girls” etc. All those social ads were sponsored by Soviet government and made by official institutions. At the moment everything has changed and we may find many silly social advertising which is sponsored by Russian government, non-governmental organizations and private persons. Much money is spent every year on different social campaigns which are created by popular media campaigns with movie spots, social booklets, mottos etc.
A great deal of international foundations work on the territory of Russia and lots of social advertisments from all over the world are available at the moment in Russia. I am sure that it is really good 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 people who can make all them effective. That’s why different contests of social advertising are so popular now in Russian Federation and many professional promotion firms took an active part in such kind of competitions and if you enter RuTube you can search for lots of social spots created by the leading Russian firms but sometimes the visualization of social ideas leaves much to be desired. Still there are quite a lot of popular social videos on alcohol addiction and other issues. But of course, we should always remember about the current situation in the country and the main problems which the government has to deal with. One of such problems is demographic decrease as too many people die in Russia and they understand that they should force families to give more births. As an example of social promotion which concentrated on demographic difficulties we can mention social posters which were placed in Moscow metro with a lady with three boys on her knees. This post gives more questions rather than gives answers as there is no male on this poster and the lady looks sad.
I think that social advertising in Russian Federation 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.