Social promotion in former Soviet Union makes you better
Social advertising is not new in Russian Federation as it may seem. Even during the years of Soviet Union social advertising took an important place in our life. All Russian citizens who lived in those years remember social booklets and television spots where concepts of liability were declared. The following texts were so much 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 made by official institutions. At the moment everything has changed and we can find many various social advertising which is sponsored by Russian government, non-commercial organizations and private persons. Lots of money is spent every week on different social campaigns which are created by popular media campaigns with video spots, social posters, logos etc.
A great deal of international non-commercial companies work on the territory of Russian Federation and many social ads from different countries can ve found nowadays in Russian Federation. I am sure that it is really good as we have a unique opportunity to use best Ameriacan experience in the field of social advertising as our own traditions in this sphere are very weak but we have lots of thoughts and creative directors who can make all them visible. That’s why various competitions of social advertising 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 search for lots of social spots created by the leading local organizations but sometimes the visualization of social messages leaves much to be desired. Still there are quite a lot of popular social movies on tobacco addiction and other issues. But of course, we should always remember about the following situation in Russian Federation and the main difficulties which the government has to solve. One of such problems is demographic decrease as too many people die in Russian Federation and they understand that they should stimulate families to give more births. As an example of social advertizing which concentrated on demographic issues we can state on social posters which were placed in Moscow metro with a woman with three children on her knees. This post gives more questions rather than gives replys as there is no guy on this poster and the woman looks disappointed.
I think that social promotion in Russian Federation 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.