Social promotion in Russian Federation makes us better
Social advertising is not so effective in Russian Federation as it may seem. Even in 1980s social advertizing took significant place in our life. All Russian citizens who lived in those years remember social posters and television spots where ideas of responsibility were declared. The following texts were very popular: “Save the nature, it’s our mpther”, “Matches are not toys for children” etc. All these social ads were sponsored by the government and created by governmental institutions. Nowadays everything has changed and we can find lots various social advertising which is supported by Russian government, non-governmental organizations and private persons. Much money is spent every year on various social campaigns which are created by popular media campaigns with video spots, social booklets, texts etc.
A great deal of international non-commercial companies work on the territory of Russia and lots of social ads from different countries can ve found at the moment in Russian Federation. I am sure that it is really good as we have a unique opportunity to use best international experience in the field of social promotion as our own traditions in this area are very weak but we have a great deal of thoughts and creative people who can make all them true. That’s why different contests of social advertising are so popular now in former Soviet Union and lots of professional promotion companies took an active part in such kind of events and if you enter tube sites you can search for lots of social spots created by the leading Russian 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 keep in mind about the current situation in Russia and the main problems which the government has to solve. One of such problems 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 lady with 3 girls on her knees. This post gives more questions rather than gives replys as there is no guy on this poster and the lady looks not very happy.
I think that social promotion in former Soviet Union just starts its way and in the nearest future we will see lots of great examples of television spots and social posters as well as complicated social campaigns.