Social advertizing in Russia makes us better
Social promotion is not new in Russia as it can seem. Even in 1980s social advertizing took significant place in usual life. All Russians who lived in those years remember social booklets and television spots where messages of liability were declared. The following mottos were so much popular: “Save our nature, it’s our motherhood”, “Matches are not toys for boys” etc. All those social ads were supported by Soviet government and created by governmental institutions. Nowadays everything has changed and we can find lots various social advertising which is supported by official government, non-commercial companies and private persons. Lots of money is spent every week on various social campaigns which are created by Russian media campaigns with video spots, social booklets, logos etc.
A great deal of international foundations work on the territory of Russia and lots of social ads from all over the world are available nowadays in Russian Federation. I am sure that it is really good as we have a unique chance to use best Ameriacan experience in the sphere of social advertizing as our own traditions in this field are very weak but we have a great deal of ideas and creative PR specialists who can make all them visible. That’s why different contests of social advertizing are so popular nowadays in former Soviet Union and a lot of professional advertising firms took an active part in such kind of competitions and if you enter tube sites you can search for many social spots shooted by the leading local organizations but usually the visualization of social messages leaves much to be desired. Still there are quite a lot of interesting social ads on tobacco addiction and other issues. But certainly, we should always remember about the following situation in Russian Federation and the main difficulties which the government has to solve. 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 problems we can state on social posters which were placed in Moscow subway with a lady with 3 children on her knees. This post is more uncertain rather than gives answers as there is no guy on this poster and the woman looks disappointed.
I think that social promotion in Russia 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.