Social advertising in Russia makes Russians better
Social advertising is not so effective in former Soviet Union as it can seem. Even during the years of Soviet Union social promotion took essencial place in our life. All Russians who lived in Soviet times remember social posters and TV spots where messages of responsibility were declared. The following mottos were very popular: “Save our nature, it’s our motherhood”, “Matches are not toys for boys” etc. All those social ads were sponsored by Soviet government and made by governmental institutions. Nowadays everything has changed and we may find many various social advertising which is sponsored by Russian government, non-commercial organizations and private persons. Much money is spent every year on different social campaigns which are created by Russian media campaigns with movie spots, social booklets, mottos etc.
A great deal of international organizations work on the territory of Russia 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 opportunity to use best world experience in the sphere 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 advertizing are so popular today in Russian Federation and many professional advertizing companies took an active part in such kind of events and if you enter RuTube you can find lots of social spots shooted by the leading local organizations but sometimes the visualization of social messages leaves much to be desired. Still there are quite a lot of interesting social advertisements on alcohol addiction and other issues. But of course, we should always remember 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 former Soviet Union and they understand that they should stimulate 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 subway with a woman with 3 boys on her knees. This post is more uncertain rather than gives replys as there is no guy 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.