Social advertizing in Russia makes Russians better
Social advertizing is not so effective in former Soviet Union as it can seem. Even during the years of Soviet Union social advertizing took an important place in usual life. All Russians who lived in Soviet times remember social booklets and television spots where concepts of liability were declared. The following texts were so much popular: “Save our nature, it’s our motherhood”, “Matches are not toys for girls” etc. All those social advertisments were sponsored by the government and made by governmental institutions. At the moment everything has changed and we can find lots different social advertising which is sponsored by Russian government, non-commercial companies and private persons. Lots of money is spent every year on various social campaigns which are supported by strong media campaigns with movie spots, social posters, logos etc.
A great deal of international organizations work on the territory of former Soviet Union and a great deal of social advertisments from different countries can ve found nowadays in Russia. I am sure that it is really great as we have a unique opportunity to use best world experience in the sphere of social advertizing as our own traditions in this field are very weak but we have many ideas and creative directors who can make all them true. That’s why different competitions of social promotion are so popular today in Russia and many professional promotion agencies took an active part in such kind of events and if you enter YouTube you can look for many social spots shooted by the leading local firms but usually the visualization of social messages leaves much to be desired. Still there are quite a lot of interesting social movies on alcohol addiction and other issues. But certainly, we should always remember about the following situation in Russian Federation and the main difficulties which the government has to deal with. One of such problems 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 mention social posters which were placed in Moscow metro with a woman with three girls on her knees. This post gives more questions rather than gives replys as there is no man on this poster and the lady looks disappointed.
I think that social advertizing in Russia 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.