Social advertising in Russian Federation makes you better
Social promotion is not so popular in Russian Federation as it may seem. Even during the years of Soviet Union social advertizing took an important place in everyday life. All Russians who lived in those years remember social booklets and video spots where ideas of responsibility were declared. The following texts were very popular: “Save the nature, it’s our mpther”, “Matches are not toys for boys” etc. All these social advertisments were sponsored by the government and made by official institutions. Nowadays everything has changed and we can find lots various social advertising which is sponsored by Russian government, non-commercial companies and private persons. Lots of money is spent every week on various social campaigns which are created by strong media campaigns with movie spots, social booklets, logos etc.
A great deal of international foundations work on the territory of Russia and a great deal of social ads from all over the world are available at the moment in former Soviet Union. I am sure that it is really good as we have a unique opportunity to use best international experience in the field of social advertizing as our own traditions in this field are very weak but we have lots of ideas and creative people who can make all them visible. That’s why different competitions of social promotion are so popular today in Russian Federation and a lot of professional promotion firms took an active part in such kind of events and if you enter RuTube you can search for many social spots shooted by the leading local companies but usually the visualization of social ideas leaves much to be desired. Still there are quite a lot of interesting social advertisements on tobacco addiction and other problems. But of course, we should always keep in mind about the current situation in Russian Federation and the main difficulties which the government has to sort out. One of such difficulties is demographic decrease as too many people die in former Soviet Union and they understand that they should force families to give more births. As an example of social promotion which concentrated on demographic issues we can state on social posters which were placed in Moscow metro with a woman with three girls on her knees. This post gives more questions rather than gives answers as there is no male on this poster and the lady looks disappointed.
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 television spots and social posters as well as complicated social campaigns.