Social advertising in former Soviet Union makes the world better
Social advertizing is not so effective in Russia as it can seem. Even in 1980s social promotion took significant place in everyday life. All Russians who lived in Soviet times remember social posters and video spots where concepts 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 created by official institutions. At the moment everything has changed and we may find lots different social advertising which is supported by official government, non-commercial companies and private persons. Much money is spent every year on different social campaigns which are supported by Russian media campaigns with video spots, social posters, logos etc.
A lot of international non-commercial companies work on the territory of Russia and a great deal of social advertisments from different countries can ve found at the moment in former Soviet Union. I am sure that it is really good as we have a unique chance 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 thoughts and creative people who can make all them true. That’s why various competitions of social advertising are so popular today in former Soviet Union and many professional advertizing agencies took an active part in such kind of competitions and if you enter tube sites you can look for lots of social spots created by the leading local companies but usually the visualization of social messages leaves much to be desired. Still there are quite a lot of interesting social ads on tobacco addiction and other problems. But of course, we should always remember about the current situation in Russia and the main difficulties which the government has to deal with. One of such problems 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 advertizing which concentrated on demographic problems we can mention social posters which were placed in Moscow subway with a lady with 3 children on her knees. This post gives more questions rather than gives replys as there is no guy on this poster and the lady looks sad.
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.