Social advertising in Russia makes Russians better
Social advertising is not so effective in Russian Federation as it can seem. Even in 1980s social advertising took an important 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 very popular: “Save the nature, it’s our mpther”, “Matches are not toys for children” etc. All these social ads were supported by SU government and made by governmental institutions. Nowadays everything has changed and we may find many various social advertising which is supported by Russian government, non-governmental organizations and private persons. Lots of money is spent every week on various social campaigns which are created by Russian media campaigns with video spots, social booklets, logos etc.
Many international organizations work on the territory of former Soviet Union and many social ads from different countries can ve found now in Russia. I am sure that it is really importans as we have a unique chance to use best world experience in the sphere of social advertising as our own traditions in this field are very weak but we have a great deal of ideas and creative directors who can make all them effective. That’s why various competitions of social advertising are so popular now in Russian Federation and a lot of professional advertising firms 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 Russian companies but usually the visualization of social problems 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 remember about the following situation in Russia and the main problems which the government has to deal with. One of such problems is demographic decrease as too many people die in Russia and they understand that they should force 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 woman with 3 boys on her knees. This post gives more questions rather than gives replys as there is no man 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 TV spots and social posters as well as complicated social campaigns.