Social promotion in Russian Federation makes people better
Social advertising is not new in former Soviet Union as it may seem. Even during the years of Soviet Union social advertizing took significant place in usual life. All Russian citizens who lived in those years remember social posters and TV spots where messages of liability were declared. The following mottos were very popular: “Save the nature, it’s our motherhood”, “Matches are not toys for girls” etc. All those social ads were supported by Soviet government and created by official institutions. Nowadays everything has changed and we can find lots silly social advertising which is supported 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 video spots, social posters, logos etc.
A great deal of international foundations work on the territory of Russia and many social ads from all over the world can ve found nowadays in Russia. I am sure that it is really good as we have a unique opportunity to use best world experience in the field of social advertising as our own traditions in this area are very weak but we have a great deal of ideas and creative PR specialists who can make all them effective. That’s why various competitions of social promotion are so popular nowadays in Russian Federation and many professional advertising 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 usually the visualization of social ideas leaves much to be desired. Still there are quite a lot of interesting social videos on tobacco addiction and other problems. But certainly, we should always keep in mind about the following situation in Russia and the main problems 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 understand that they should stimulate 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 replys as there is no man on this poster and the lady 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.