Social promotion in former Soviet Union makes people better
Social advertizing is not so popular in former Soviet Union as it may seem. Even during the years of Soviet Union social advertizing took significant place in everyday life. All Russians who lived in those years remember social posters and television spots where concepts of liability were declared. The following mottos were so much popular: “Save the nature, it’s our motherhood”, “Matches are not toys for children” etc. All those social ads were sponsored by SU government and made by official institutions. At the moment everything has changed and we may find many various social advertising which is supported by Russian government, non-commercial companies and private persons. Much money is spent every year on various social campaigns which are created by popular media campaigns with movie spots, social posters, logos etc.
A great deal of international foundations work on the territory of former Soviet Union and many social ads from different countries are available now in Russia. I am sure that it is really importans as we have a unique opportunity to use best international experience in the sphere of social advertizing as our own traditions in this field are very weak but we have lots of thoughts and creative PR specialists who can make all them true. That’s why different contests of social advertizing are so popular today in Russian Federation and lots of professional advertizing agencies took an active part in such kind of competitions and if you enter tube sites you can find many social spots created by the leading local firms but sometimes the visualization of social messages leaves much to be desired. Still there are quite a lot of popular social ads on alcohol addiction and other problems. But certainly, we should always keep in mind about the following situation in Russian Federation and the main problems which the government has to sort out. One of such problems is demographic decrease as too many people die in Russia and they understand that they should stimulate people to give more births. As an example of social promotion which concentrated on demographic issues we can state on social posters which were placed in Moscow subway with a lady with three children on her knees. This post gives more questions rather than gives replys as there is no guy on this poster and the lady looks sad.
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.