Social advertising in Russia makes Russians better
Social advertizing is not so popular in Russian Federation as it may seem. Even many years ago social advertizing took significant place in usual life. All Russian citizens who lived in those years remember social booklets and TV spots where ideas of liability were declared. The following mottos were so much popular: “Save our nature, it’s our motherhood”, “Matches are not toys for boys” etc. All these social ads were supported by Soviet government and made by official institutions. Nowadays everything has changed and we can find lots different social advertising which is supported by official government, non-governmental organizations and private persons. Lots of money is spent every year on various social campaigns which are created by Russian media campaigns with movie spots, social booklets, mottos etc.
A lot of international non-commercial companies work on the territory of Russian Federation and many social ads from all over the world are available at the moment in Russia. I am sure that it is really great as we have a unique opportunity to use best Ameriacan experience in the sphere of social promotion as our own traditions in this field are very weak but we have many thoughts and creative directors who can make all them effective. That’s why different competitions of social promotion are so popular now in Russia and lots of professional advertizing agencies took an active part in such kind of events and if you enter YouTube you can find lots of social spots created by the leading Russian organizations but sometimes the visualization of social ideas leaves much to be desired. Still there are quite a lot of interesting social videos on alcohol addiction and other problems. But of course, we should always remember about the current situation in Russian Federation and the main difficulties which the government has to deal with. One of such difficulties is demographic decrease as too many people die in Russia and they understand that they should stimulate families 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 metro with a woman with 3 children on her knees. This post gives more questions rather than gives replys as there is no man on this poster and the woman looks disappointed.
I think that social advertizing in Russia 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.