Social promotion in former Soviet Union makes us better
Social advertising is not so effective in Russian Federation as it can seem. Even in 1980s social advertising took essencial place in everyday life. All Russians who lived in Soviet times remember social booklets and TV spots where messages of responsibility were declared. The following mottos were so much popular: “Save the nature, it’s our mpther”, “Matches are not toys for girls” etc. All these social ads were sponsored by the government and created by official institutions. At the moment everything has changed and we may find many different social advertising which is sponsored by official government, non-commercial organizations and private persons. Much money is spent every month on different social campaigns which are supported by popular media campaigns with video spots, social posters, texts etc.
Many international non-commercial companies work on the territory of Russia and lots of social advertisments from different countries are available nowadays in former Soviet Union. I am sure that it is really importans as we have a unique chance to use best international experience in the sphere of social advertizing as our own traditions in this field are very weak but we have many thoughts and creative PR specialists who can make all them true. That’s why various competitions of social promotion are so popular today in former Soviet Union and lots of professional promotion companies took an active part in such kind of events and if you enter YouTube you can look for many social spots shooted by the leading Russian companies but usually the visualization of social messages leaves much to be desired. Still there are quite a lot of interesting social advertisements on tobacco addiction and other issues. But certainly, we should always keep in mind about the following 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 Russian Federation and they understand that they should force people to give more births. As an example of social advertising which concentrated on demographic problems we can mention social posters which were placed in Moscow subway with a lady with three girls on her knees. This post gives more questions rather than gives replys as there is no guy on this poster and the woman looks not very happy.
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.