Social advertizing in former Soviet Union makes Russians better
Social advertising is not so effective in Russia as it may seem. Even in 1980s social advertising took an important place in usual life. All Russians who lived in those years remember social booklets and video spots where ideas of responsibility were declared. The following texts were very popular: “Save the nature, it’s our motherhood”, “Matches are not toys for girls” etc. All those social advertisments were sponsored by SU government and made by governmental institutions. At the moment everything has changed and we can find lots silly social advertising which is sponsored by Russian government, non-governmental companies and private persons. Lots of money is spent every week on various social campaigns which are supported by popular media campaigns with movie spots, social booklets, logos etc.
Many international foundations work on the territory of former Soviet Union and lots of 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 Ameriacan experience in the field of social advertising as our own traditions in this area are very weak but we have a great deal of thoughts and creative directors who can make all them true. That’s why various competitions of social promotion are so popular nowadays in Russian Federation and many professional advertising companies took an active part in such kind of events and if you enter YouTube you can search for many social spots shooted by the leading Russian companies but usually the visualization of social ideas leaves much to be desired. Still there are quite a lot of interesting social advertisements on alcohol addiction and other problems. But of course, we should always remember about the following situation in the country and the main difficulties which the government has to sort out. One of such difficulties is demographic decrease as too many people die in former Soviet Union and they know that they should force people 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 woman with 3 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 advertizing 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.