Social promotion in former Soviet Union makes people better
Social advertizing is not so popular in Russia as it can seem. Even in 1980s social advertising took significant place in usual life. All Russians who lived in those years remember social posters and TV spots where concepts of responsibility were declared. The following mottos were very popular: “Save our nature, it’s our motherhood”, “Matches are not toys for children” etc. All these social ads were supported by Soviet government and created by official institutions. At the moment everything has changed and we can find lots silly social advertising which is supported by official government, non-commercial companies and private persons. Lots of money is spent every year on various social campaigns which are supported by popular media campaigns with movie spots, social booklets, logos etc.
Many international non-commercial companies work on the territory of Russian Federation and lots of social ads from different countries can ve found now in former Soviet Union. I am sure that it is really great as we have a unique chance to use best world experience in the sphere of social promotion as our own traditions in this field are very weak but we have lots of ideas and creative people who can make all them true. That’s why different contests of social promotion are so popular now in former Soviet Union and many professional advertizing agencies 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 organizations but usually the visualization of social problems leaves much to be desired. Still there are quite a lot of interesting social videos on tobacco addiction and other problems. But certainly, we should always remember about the following situation in Russian Federation 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 understand that they should stimulate families to give more births. As an example of social promotion 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 is more uncertain rather than gives answers as there is no male on this poster and the lady looks sad.
I think that social advertising 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.