Social advertising in Russia makes people better
Social advertizing is not so popular in Russian Federation as it can seem. Even during the years of Soviet Union social advertising took an important place in usual life. All Russian citizens who lived in Soviet times remember social posters and television spots where concepts of liability were declared. The following mottos were very popular: “Save the nature, it’s our mpther”, “Matches are not toys for boys” etc. All those social ads were sponsored by SU government and made by governmental institutions. Nowadays everything has changed and we can find lots silly social advertising which is supported by official government, non-governmental companies and private persons. Much money is spent every week on various social campaigns which are created by strong media campaigns with movie spots, social posters, mottos etc.
A great deal of international non-commercial companies work on the territory of former Soviet Union and many social ads from different countries can ve found nowadays in Russia. I am sure that it is really good as we have a unique chance to use best Ameriacan experience in the sphere of social advertising as our own traditions in this area are very weak but we have lots of thoughts and creative people who can make all them true. That’s why various competitions of social promotion are so popular today in Russian Federation and lots of professional promotion agencies took an active part in such kind of events and if you enter RuTube you can look for many social spots shooted by the leading local firms but usually the visualization of social ideas leaves much to be desired. Still there are quite a lot of interesting social ads on alcohol addiction and other problems. But of course, we should always keep in mind about the current situation in Russian Federation and the main problems which the government has to solve. One of such difficulties is demographic decrease as too many people die in Russian Federation and they know that they should force families to give more births. As an example of social advertizing which concentrated on demographic issues we can state on social posters which were placed in Moscow metro with a woman with 3 boys on her knees. This post is more uncertain rather than gives answers as there is no male on this poster and the woman looks not very happy.
I think that social advertising 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.