Social advertising in former Soviet Union makes the world better
Social advertising is not so effective in Russian Federation as it can seem. Even during the years of Soviet Union social advertizing took essencial place in our life. All Russian citizens who lived in those years remember social posters and video spots where concepts of responsibility were declared. The following mottos were very popular: “Save our nature, it’s our mpther”, “Matches are not toys for girls” etc. All these social advertisments were supported by the government and made by governmental institutions. Nowadays everything has changed and we may find lots silly social advertising which is sponsored by Russian government, non-commercial companies and private persons. Much money is spent every month on various social campaigns which are supported by strong 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 lots of social advertisments from all over the world are available at the moment in former Soviet Union. I am sure that it is really good as we have a unique opportunity to use best world experience in the sphere of social advertizing as our own traditions in this sphere are very weak but we have many ideas and creative people who can make all them visible. That’s why different competitions of social promotion are so popular today in Russian Federation and lots of professional advertising firms took an active part in such kind of competitions and if you enter RuTube you can find lots of social spots created by the leading Russian companies but usually the visualization of social messages leaves much to be desired. Still there are quite a lot of popular social ads on tobacco addiction and other issues. 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 Russian Federation and they understand that they should stimulate families to give more births. As an example of social advertising which concentrated on demographic difficulties we can mention social posters which were placed in Moscow subway with a lady with 3 children on her knees. This post is more uncertain rather than gives replys as there is no guy on this poster and the lady looks sad.
I think that social advertizing in Russian Federation just starts its way and in the nearest future we will see lots of great examples of video spots and social posters as well as complicated social campaigns.