Social promotion in Russian Federation makes Russians better
Social advertizing is not so effective in Russian Federation as it may seem. Even in 1980s social advertising took significant place in our life. All Russians who lived in Soviet times remember social posters and TV spots where ideas of responsibility were declared. The following mottos were so much popular: “Save Soviet nature, it’s our motherhood”, “Matches are not toys for girls” etc. All these social advertisments were supported by SU government and created by governmental institutions. At the moment everything has changed and we may find lots various social advertising which is sponsored by official government, non-commercial organizations and private persons. Lots of money is spent every year on various social campaigns which are created by popular media campaigns with video spots, social posters, texts etc.
A great deal of international foundations work on the territory of Russia and lots of social ads from different countries can ve found at the moment in former Soviet Union. I am sure that it is really importans as we have a unique chance to use best Ameriacan experience in the sphere of social advertizing as our own traditions in this area are very weak but we have many ideas and creative directors who can make all them true. That’s why various competitions of social advertising are so popular today in former Soviet Union and lots of professional advertising firms took an active part in such kind of competitions and if you enter RuTube you can look for many social spots shooted by the leading Russian companies but sometimes the visualization of social ideas leaves much to be desired. Still there are quite a lot of popular social advertisements on tobacco addiction and other problems. But certainly, we should always remember about the following situation in the country and the main difficulties which the government has to sort out. One of such problems is demographic decrease as too many people die in Russia and they know that they should force people to give more births. As an example of social promotion which concentrated on demographic difficulties we can mention social posters which were placed in Moscow subway with a woman with 3 boys on her knees. This post gives more questions rather than gives replys as there is no male on this poster and the woman looks not very happy.
I think that social advertizing in former Soviet Union 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.