Social promotion in Russian Federation makes us better
Social advertising is not so popular in former Soviet Union as it may seem. Even many years ago social advertizing took an important place in everyday life. All Russians who lived in Soviet times remember social booklets and television spots where concepts of liability were declared. The following texts were very popular: “Save the nature, it’s our motherhood”, “Matches are not toys for boys” etc. All those social ads were sponsored by SU government and made by governmental institutions. At the moment everything has changed and we can find lots different social advertising which is sponsored by official government, non-governmental organizations and private persons. Much money is spent every year on various social campaigns which are supported by popular media campaigns with movie spots, social posters, logos etc.
Many international organizations work on the territory of Russian Federation and lots of social ads from all over the world are available now in Russia. I am sure that it is really good as we have a unique opportunity to use best Ameriacan experience in the field of social promotion as our own traditions in this area are very weak but we have a great deal of ideas and creative people who can make all them visible. That’s why various contests of social advertising are so popular now in Russian Federation and lots of professional promotion firms took an active part in such kind of events and if you enter tube sites you can search for many social spots created by the leading Russian firms but usually the visualization of social messages 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 remember about the current situation in the country and the main problems which the government has to solve. One of such difficulties is demographic decrease as too many people die in Russia and they understand that they should force people 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 subway with a woman with 3 children on her knees. This post is more uncertain rather than gives answers as there is no guy on this poster and the lady looks sad.
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.