Social promotion in Russia makes people better
Social advertising is not so popular in former Soviet Union as it may seem. Even in 1980s social promotion took essencial place in usual life. All Russian citizens who lived in those years remember social posters and video spots where ideas of liability were declared. The following texts were very popular: “Save the nature, it’s our motherhood”, “Matches are not toys for girls” etc. All those social ads were sponsored by the government and created by governmental institutions. At the moment everything has changed and we can find many different social advertising which is sponsored by Russian government, non-governmental organizations and private persons. Lots of money is spent every year on various social campaigns which are supported by popular media campaigns with video spots, social posters, mottos etc.
A lot of international foundations work on the territory of former Soviet Union and a great deal of social ads from all over the world can ve found nowadays in Russian Federation. I am sure that it is really good as we have a unique chance to use best world experience in the field of social advertising as our own traditions in this sphere are very weak but we have many ideas and creative directors who can make all them effective. That’s why different competitions of social advertizing are so popular today in former Soviet Union and a lot of professional promotion companies took an active part in such kind of competitions and if you enter tube sites you can find lots of social spots shooted by the leading local companies but usually the visualization of social problems leaves much to be desired. Still there are quite a lot of popular social movies on alcohol addiction and other issues. But of course, we should always keep in mind about the following situation in Russia and the main difficulties which the government has to deal with. One of such difficulties is demographic decrease as too many people die in former Soviet Union and they know that they should force people 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 lady with three girls on her knees. This post gives more questions rather than gives answers as there is no man on this poster and the woman looks sad.
I think that social promotion in Russia just starts its way and in the nearest future we will see lots of great examples of TV spots and social posters as well as complicated social campaigns.