Social advertising in Russia makes the world better
Social advertizing is not new in former Soviet Union as it may seem. Even many years ago social promotion took an important place in everyday life. All Russians who lived in Soviet times remember social booklets and video spots where messages of responsibility were declared. The following mottos were so much popular: “Save our nature, it’s our motherhood”, “Matches are not toys for girls” etc. All these social ads were supported by SU government and made by governmental institutions. Nowadays everything has changed and we can find lots silly social advertising which is sponsored by Russian government, non-commercial companies and private persons. Much money is spent every week on different social campaigns which are created by Russian media campaigns with video spots, social posters, texts etc.
Many international non-commercial companies work on the territory of Russian Federation and lots of social ads from different countries can ve found now in Russia. I am sure that it is really good as we have a unique opportunity to use best international experience in the sphere of social promotion as our own traditions in this field are very weak but we have many ideas 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 many professional advertising companies took an active part in such kind of competitions and if you enter RuTube you can look for many 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 videos on alcohol 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 solve. One of such difficulties 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 advertizing which concentrated on demographic problems 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 male on this poster and the woman looks sad.
I think that social advertising in former Soviet Union 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.