Social promotion in Russia makes you better
Social advertizing is not so popular in Russian Federation as it may seem. Even during the years of Soviet Union social advertising took significant place in everyday life. All Russians who lived in those years remember social posters 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 boys” etc. All these social ads were supported by SU government and created by official institutions. Nowadays everything has changed and we may find lots different social advertising which is supported by Russian government, non-governmental organizations and private persons. Much money is spent every month on different social campaigns which are created by Russian media campaigns with movie spots, social posters, texts etc.
A lot of international non-commercial companies work on the territory of former Soviet Union and a great deal of social ads from all over the world can ve found now in Russian Federation. I am sure that it is really importans as we have a unique opportunity to use best international experience in the field of social promotion as our own traditions in this field are very weak but we have many thoughts and creative people who can make all them visible. That’s why different competitions of social promotion are so popular nowadays in former Soviet Union and a lot of professional advertizing companies took an active part in such kind of competitions and if you enter tube sites you can search for many social spots shooted by the leading Russian companies but usually the visualization of social messages leaves much to be desired. Still there are quite a lot of interesting social advertisements on tobacco addiction and other problems. But certainly, we should always keep in mind about the current situation in Russian Federation and the main problems which the government has to solve. One of such difficulties 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 advertizing 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 is more uncertain rather than gives answers as there is no guy on this poster and the lady looks sad.
I think that social advertizing 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.