Social promotion in Russian Federation makes us better
Social advertizing is not so effective in Russian Federation as it may seem. Even during the years of Soviet Union social advertising took significant place in our life. All Russian citizens who lived in Soviet times remember social booklets and video spots where messages of responsibility were declared. The following texts were so much popular: “Save our nature, it’s our mpther”, “Matches are not toys for children” etc. All those social advertisments were sponsored by SU government and created by official institutions. Nowadays everything has changed and we can find lots silly social advertising which is sponsored by Russian government, non-governmental organizations and private persons. Much money is spent every week on various social campaigns which are supported by Russian media campaigns with movie spots, social posters, texts etc.
A lot of international non-commercial companies work on the territory of Russia and lots of social advertisments from all over the world are available nowadays in Russian Federation. I am sure that it is really good as we have a unique opportunity to use best Ameriacan experience in the field of social promotion 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 promotion are so popular nowadays in Russia and a lot of professional advertising firms took an active part in such kind of competitions and if you enter tube sites you can find lots of social spots created by the leading Russian organizations but usually the visualization of social ideas leaves much to be desired. Still there are quite a lot of interesting social ads on alcohol addiction and other issues. But of course, we should always keep in mind about the current situation in the country and the main problems 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 stimulate people to give more births. As an example of social advertising which concentrated on demographic problems we can state on social posters which were placed in Moscow subway with a woman with 3 boys on her knees. This post is more uncertain rather than gives answers as there is no guy on this poster and the lady looks sad.
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 video spots and social posters as well as complicated social campaigns.