Social advertising in former Soviet Union makes Russians better
Social promotion is not so popular in Russian Federation as it may seem. Even during the years of Soviet Union social advertising took significant place in usual life. All Russians who lived in Soviet times remember social booklets and video spots where messages of liability were declared. The following texts were so much popular: “Save our nature, it’s our motherhood”, “Matches are not toys for children” etc. All these social advertisments were supported by Soviet government and made by official institutions. At the moment everything has changed and we may find many silly social advertising which is sponsored by official government, non-governmental companies and private persons. Lots of money is spent every year on different social campaigns which are supported by Russian media campaigns with movie spots, social booklets, mottos etc.
A great deal of international foundations work on the territory of Russia and a great deal of social ads from all over the world can ve found at the moment in Russian Federation. I am sure that it is really great as we have a unique opportunity to use best Ameriacan experience in the sphere of social advertising as our own traditions in this area are very weak but we have lots of ideas and creative people who can make all them visible. That’s why different competitions of social advertizing are so popular now in Russian Federation and many professional advertizing 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 local firms but usually the visualization of social problems leaves much to be desired. Still there are quite a lot of popular social videos on tobacco addiction and other issues. But certainly, we should always remember about the current situation in the country 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 families to give more births. As an example of social advertizing which concentrated on demographic problems 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 woman looks not very happy.
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.