Social promotion in former Soviet Union makes people better
Social promotion is not new in Russia as it may seem. Even many years ago social advertising took essencial place in everyday life. All Russian citizens who lived in those years remember social booklets and TV spots where ideas of liability were declared. The following texts were so much popular: “Save Soviet nature, it’s our mpther”, “Matches are not toys for girls” etc. All these social advertisments were supported by SU government and created by official institutions. At the moment everything has changed and we can find lots silly social advertising which is sponsored by Russian government, non-commercial organizations and private persons. Lots of money is spent every week on various social campaigns which are supported by strong media campaigns with video spots, social booklets, logos etc.
Many international non-commercial companies work on the territory of Russian Federation and many social advertisments from different countries can ve found now in Russian Federation. I am sure that it is really good as we have a unique chance to use best world experience in the field of social advertising as our own traditions in this area are very weak but we have a great deal of ideas and creative directors who can make all them true. That’s why different competitions of social promotion are so popular now in Russian Federation and lots of professional promotion firms took an active part in such kind of events and if you enter RuTube you can search for many social spots shooted by the leading Russian organizations but sometimes 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 current situation in the country 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 know that they should stimulate families to give more births. As an example of social advertizing which concentrated on demographic issues we can mention social posters which were placed in Moscow metro with a woman with 3 children on her knees. This post is more uncertain rather than gives answers as there is no man on this poster and the woman looks not very happy.
I think that social advertizing in Russia 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.