Social promotion in Russia makes us better
Social advertizing is not so effective in Russia as it can seem. Even in 1980s social promotion took an important place in usual life. All Russians who lived in Soviet times remember social posters and video spots where messages of responsibility were declared. The following mottos were very popular: “Save the nature, it’s our mpther”, “Matches are not toys for boys” etc. All these social ads were sponsored by the government and created by governmental institutions. At the moment everything has changed and we can find lots different social advertising which is sponsored by Russian government, non-commercial companies and private persons. Lots of money is spent every year on various social campaigns which are supported by strong media campaigns with movie spots, social booklets, logos etc.
A great deal of international non-commercial companies work on the territory of Russia and a great deal of social advertisments from all over the world can ve found now in Russian Federation. I am sure that it is really great as we have a unique chance to use best Ameriacan experience in the field of social advertizing as our own traditions in this area are very weak but we have lots of ideas and creative directors who can make all them effective. That’s why various competitions of social advertizing are so popular nowadays in Russia and lots of professional advertizing companies took an active part in such kind of events and if you enter YouTube you can look for many social spots shooted by the leading Russian companies but sometimes the visualization of social problems leaves much to be desired. Still there are quite a lot of popular social movies on alcohol addiction and other issues. But of course, we should always remember about the following situation in the country and the main difficulties which the government has to solve. One of such difficulties is demographic decrease as too many people die in Russian Federation and they know that they should stimulate families to give more births. As an example of social advertising which concentrated on demographic issues we can mention social posters which were placed in Moscow metro with a lady with three boys on her knees. This post is more uncertain rather than gives replys as there is no guy on this poster and the woman looks not very happy.
I think that social promotion 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.