Social advertising in former Soviet Union makes the world better
Social advertizing is not so popular in Russian Federation as it can seem. Even during the years of Soviet Union social promotion took essencial place in usual life. All Russian citizens who lived in those years remember social posters and TV spots where messages of responsibility were declared. The following texts were very popular: “Save our nature, it’s our mpther”, “Matches are not toys for boys” etc. All these social advertisments were sponsored by Soviet government and created by official institutions. Nowadays everything has changed and we may find many silly social advertising which is supported by Russian government, non-governmental organizations and private persons. Lots of money is spent every month on various social campaigns which are created by popular media campaigns with video spots, social booklets, mottos etc.
A great deal of international foundations work on the territory of former Soviet Union and lots of social ads 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 chance to use best world experience in the sphere of social advertizing as our own traditions in this area are very weak but we have lots of ideas and creative PR specialists who can make all them effective. That’s why various competitions of social advertising are so popular nowadays in Russian Federation and many professional advertizing firms took an active part in such kind of events and if you enter tube sites you can look for many social spots shooted by the leading local firms but usually the visualization of social messages leaves much to be desired. Still there are quite a lot of popular social movies on tobacco addiction and other issues. But of course, we should always keep in mind about the following situation in Russia and the main difficulties which the government has to sort out. One of such difficulties is demographic decrease as too many people die in Russian Federation and they know that they should stimulate people to give more births. As an example of social advertising which concentrated on demographic difficulties we can state on social posters which were placed in Moscow subway with a woman 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 woman looks sad.
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.