Social advertising in former Soviet Union makes the world better
Social advertising is not new in Russian Federation as it can seem. Even lots of years ago social advertising took essencial place in everyday life. All Russians who lived in Soviet times remember social booklets and television spots where ideas of liability were declared. The following mottos were so much popular: “Save the nature, it’s our motherhood”, “Matches are not toys for boys” etc. All these social advertisments were sponsored by the government and created by official institutions. Nowadays everything has changed and we can find lots various social advertising which is supported by Russian government, non-governmental companies and private persons. Much money is spent every month on various social campaigns which are supported by strong media campaigns with video spots, social posters, texts etc.
A great deal of international organizations work on the territory of Russia and lots of social ads from all over the world are available nowadays in Russian Federation. I am sure that it is really importans as we have a unique chance to use best world experience in the field of social promotion as our own traditions in this field are very weak but we have lots of ideas and creative PR specialists who can make all them effective. That’s why various competitions of social advertising are so popular nowadays in former Soviet Union and lots of professional advertizing agencies took an active part in such kind of events and if you enter YouTube you can look for lots of social spots created by the leading local firms but usually the visualization of social problems leaves much to be desired. Still there are quite a lot of popular social advertisements on tobacco addiction and other issues. But certainly, we should always keep in mind about the current situation in Russia and the main difficulties which the government has to sort out. One of such difficulties is demographic decrease as too many people die in Russia and they understand that they should stimulate families to give more births. As an example of social advertising which concentrated on demographic problems we can state on social posters which were placed in Moscow subway with a woman with three boys on her knees. This post is more uncertain rather than gives replys as there is no male on this poster and the woman looks not very happy.
I think that social promotion in former Soviet Union just starts its way and in the nearest future we will see lots of great examples of video spots and social posters as well as complicated social campaigns.