Social advertizing in Russia makes the world better
Social advertizing is not so effective in Russian Federation as it can seem. Even during the years of Soviet Union social advertising took significant place in everyday life. All Russians who lived in those years remember social booklets and video spots where concepts of responsibility were declared. The following texts were very popular: “Save our nature, it’s our mpther”, “Matches are not toys for children” etc. All these social advertisments were sponsored by Soviet government and created by official institutions. Nowadays everything has changed and we may find lots silly social advertising which is supported by Russian government, non-governmental organizations and private persons. Much money is spent every month on different social campaigns which are created by strong media campaigns with video spots, social posters, mottos etc.
A great deal of international non-commercial companies work on the territory of former Soviet Union and lots of social advertisments from all over the world can ve found nowadays in Russia. I am sure that it is really great as we have a unique chance to use best international experience in the sphere of social advertizing as our own traditions in this sphere are very weak but we have lots of thoughts and creative people who can make all them effective. That’s why various competitions of social advertizing are so popular today 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 search for lots of social spots created by the leading local firms but usually the visualization of social ideas leaves much to be desired. Still there are quite a lot of popular social advertisements on tobacco addiction and other issues. But of course, we should always keep in mind about the following situation in Russian Federation and the main problems which the government has to solve. One of such problems is demographic decrease as too many people die in Russian Federation and they understand 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 metro with a lady with 3 girls on her knees. This post is more uncertain rather than gives replys as there is no male on this poster and the woman looks sad.
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.