Social advertising in Russian Federation makes Russians better
Social advertizing is not so popular in Russian Federation as it may seem. Even lots of years ago social advertising took an important place in everyday life. All Russian citizens who lived in those years remember social booklets and video spots where messages of liability were declared. The following mottos were very popular: “Save the nature, it’s our mpther”, “Matches are not toys for girls” etc. All these social advertisments were supported by the government and created by official institutions. At the moment everything has changed and we may find many silly social advertising which is sponsored by official government, non-governmental companies and private persons. Lots of money is spent every year on different social campaigns which are supported by strong media campaigns with movie spots, social booklets, mottos etc.
Many international non-commercial companies work on the territory of Russia and a great deal of social ads from all over the world can ve found at the moment in former Soviet Union. I am sure that it is really great as we have a unique chance to use best international experience in the field of social advertising as our own traditions in this field are very weak but we have lots of thoughts and creative people who can make all them visible. That’s why different competitions of social advertising are so popular today in Russian Federation and lots of professional advertising agencies took an active part in such kind of events and if you enter YouTube you can find lots of social spots created by the leading Russian companies but sometimes the visualization of social ideas leaves much to be desired. Still there are quite a lot of popular social videos on alcohol addiction and other problems. But certainly, we should always keep in mind about the following situation in Russian Federation and the main difficulties which the government has to sort out. One of such problems is demographic decrease as too many people die in Russia and they know that they should stimulate families to give more births. As an example of social advertising which concentrated on demographic issues we can mention social posters which were placed in Moscow subway with a lady with three girls on her knees. This post is more uncertain rather than gives answers as there is no man on this poster and the lady looks disappointed.
I think that social advertising in former Soviet Union 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.