Social advertizing in former Soviet Union makes people better
Social promotion is not so popular in Russian Federation as it can seem. Even lots of years ago social promotion took significant place in our life. All Russians who lived in those years remember social posters and video spots where messages of responsibility were declared. The following mottos were so much popular: “Save the nature, it’s our motherhood”, “Matches are not toys for boys” etc. All those social ads were sponsored by SU government and created by official institutions. Nowadays everything has changed and we may find many different social advertising which is supported by official government, non-commercial companies and private persons. Lots of money is spent every month on various social campaigns which are supported by Russian media campaigns with movie spots, social booklets, logos etc.
A lot of international non-commercial companies work on the territory of Russian Federation and a great deal of social advertisments from different countries are available now in former Soviet Union. I am sure that it is really good as we have a unique opportunity to use best international experience in the field of social promotion as our own traditions in this area are very weak but we have many ideas and creative directors who can make all them visible. That’s why various competitions of social promotion are so popular today in Russia and many professional advertising companies took an active part in such kind of events and if you enter YouTube you can search for lots of social spots shooted by the leading local firms but usually the visualization of social messages leaves much to be desired. Still there are quite a lot of interesting social movies on tobacco addiction and other problems. But of course, we should always keep in mind about the current situation in the country and the main problems which the government has to solve. One of such difficulties is demographic decrease as too many people die in former Soviet Union and they understand that they should force families to give more births. As an example of social advertising which concentrated on demographic issues we can state on social posters which were placed in Moscow subway with a lady with 3 boys on her knees. This post gives more questions rather than gives answers as there is no man on this poster and the woman looks not very happy.
I think that social promotion in former Soviet Union just starts its way and in the nearest future we will see lots of great examples of TV spots and social posters as well as complicated social campaigns.