Social advertising in Russian Federation makes you better
Social advertizing is not new in Russia as it can seem. Even many years ago social advertising took an important place in our life. All Russians who lived in Soviet times remember social booklets and video 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 these social advertisments were sponsored by SU government and created by official institutions. At the moment everything has changed and we can find lots different social advertising which is supported by official government, non-governmental companies and private persons. Much money is spent every year on various social campaigns which are supported by strong media campaigns with movie spots, social posters, mottos etc.
A great deal of international foundations work on the territory of Russia and lots of social advertisments from all over the world are available nowadays in Russia. I am sure that it is really good as we have a unique opportunity to use best international experience in the sphere of social advertising as our own traditions in this field are very weak but we have many thoughts and creative directors who can make all them true. That’s why different contests of social advertising are so popular now in former Soviet Union and lots of professional advertizing agencies took an active part in such kind of competitions and if you enter YouTube you can find many social spots created by the leading local organizations but usually the visualization of social problems leaves much to be desired. Still there are quite a lot of popular social videos on alcohol addiction and other problems. But certainly, we should always keep in mind about the following situation in Russia and the main problems which the government has to solve. One of such difficulties is demographic decrease as too many people die in former Soviet Union and they know that they should stimulate families 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 boys on her knees. This post gives more questions rather than gives replys as there is no guy on this poster and the lady looks disappointed.
I think that social advertizing 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.