Social advertizing in former Soviet Union makes you better
Social promotion is not so effective in Russian Federation as it can seem. Even in 1980s social advertising took essencial place in everyday life. All Russian citizens who lived in those years remember social posters and TV spots where ideas of liability were declared. The following mottos were very popular: “Save our nature, it’s our mpther”, “Matches are not toys for children” etc. All those social ads were sponsored by the government and created by governmental institutions. At the moment everything has changed and we can find lots different social advertising which is supported by official government, non-commercial companies and private persons. Much money is spent every year on different social campaigns which are created by popular media campaigns with video spots, social booklets, logos etc.
Many international organizations work on the territory of former Soviet Union and many social ads 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 promotion as our own traditions in this field are very weak but we have a great deal of ideas and creative directors who can make all them true. That’s why various contests of social promotion 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 YouTube you can search for many social spots created by the leading Russian organizations but sometimes the visualization of social ideas leaves much to be desired. Still there are quite a lot of interesting social videos on tobacco addiction and other problems. But of course, we should always keep in mind about the following situation in the country and the main difficulties which the government has to solve. 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 advertising which concentrated on demographic difficulties we can mention 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 man on this poster and the lady looks not very happy.
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.