Social advertising in Russia makes you better
Social advertizing is not new in Russia as it can seem. Even in 1980s social advertizing took essencial place in usual life. All Russians who lived in Soviet times remember social posters and TV spots where ideas of responsibility were declared. The following mottos were so much popular: “Save our nature, it’s our motherhood”, “Matches are not toys for boys” etc. All those social ads were supported by Soviet 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-commercial companies and private persons. Much money is spent every year on various social campaigns which are supported by Russian media campaigns with movie spots, social posters, mottos etc.
A lot of international foundations work on the territory of Russia and many social advertisments from all over the world are available now in Russia. I am sure that it is really good as we have a unique chance to use best international experience in the field of social advertizing as our own traditions in this sphere are very weak but we have many thoughts and creative PR specialists who can make all them visible. That’s why different competitions of social advertizing are so popular now in Russia and a lot of professional advertising agencies took an active part in such kind of events and if you enter tube sites you can search for lots of social spots shooted 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 advertisements on tobacco addiction and other problems. But of course, we should always remember about the following situation in the country 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 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 metro with a woman with three boys on her knees. This post gives more questions rather than gives answers as there is no man on this poster and the woman looks not very happy.
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 television spots and social posters as well as complicated social campaigns.