Social advertizing in Russia makes Russians better
Social advertizing is not so effective in Russia as it may seem. Even lots of years ago social advertizing took an important place in usual life. All Russians who lived in Soviet times remember social posters and TV spots where ideas of responsibility were declared. The following mottos were so much popular: “Save Soviet nature, it’s our motherhood”, “Matches are not toys for girls” etc. All those social advertisments were sponsored by SU government and made by official institutions. At the moment everything has changed and we may find lots silly social advertising which is sponsored by official government, non-commercial organizations and private persons. Much money is spent every year on different social campaigns which are supported by strong media campaigns with video spots, social posters, mottos etc.
Many international organizations work on the territory of former Soviet Union and many social ads from different countries are available nowadays in Russia. I am sure that it is really importans as we have a unique chance to use best world experience in the field of social advertizing as our own traditions in this area are very weak but we have lots of ideas and creative PR specialists who can make all them effective. That’s why different contests of social advertising are so popular nowadays in former Soviet Union and lots of professional advertising companies took an active part in such kind of events and if you enter YouTube you can find lots of social spots shooted by the leading Russian organizations but usually the visualization of social ideas leaves much to be desired. Still there are quite a lot of interesting social movies on alcohol addiction and other problems. But of course, we should always remember about the following situation in Russia and the main difficulties which the government has to sort out. One of such difficulties is demographic decrease as too many people die in Russian Federation and they understand that they should stimulate people to give more births. As an example of social promotion which concentrated on demographic difficulties we can state on social posters which were placed in Moscow metro with a lady with 3 girls on her knees. This post gives more questions rather than gives replys as there is no man on this poster and the woman 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 video spots and social posters as well as complicated social campaigns.