Social advertising in Russian Federation makes people better
Social advertizing is not new in Russia as it can seem. Even many years ago social advertizing took an important place in our life. All Russian citizens who lived in Soviet times remember social booklets and television spots where concepts of liability were declared. The following texts were very popular: “Save our nature, it’s our motherhood”, “Matches are not toys for children” etc. All those social ads were supported by the government and created by governmental institutions. Nowadays everything has changed and we can find lots different social advertising which is sponsored by official government, non-governmental organizations and private persons. Much money is spent every month on various social campaigns which are supported by Russian media campaigns with movie spots, social booklets, mottos etc.
A lot of international non-commercial companies work on the territory of former Soviet Union and a great deal of social ads from all over the world can ve found now in former Soviet Union. I am sure that it is really good as we have a unique opportunity to use best Ameriacan experience in the sphere of social advertising as our own traditions in this field are very weak but we have lots of thoughts and creative people who can make all them effective. That’s why different contests of social advertising are so popular now in Russia and a lot of professional advertizing agencies took an active part in such kind of competitions and if you enter RuTube you can look for lots of social spots shooted by the leading Russian firms but sometimes the visualization of social messages leaves much to be desired. Still there are quite a lot of interesting social advertisements on alcohol 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 former Soviet Union and they know that they should force people to give more births. As an example of social advertizing which concentrated on demographic difficulties we can state on social posters which were placed in Moscow subway with a lady with 3 girls on her knees. This post gives more questions rather than gives replys as there is no male 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.