Social promotion in former Soviet Union makes the world better
Social promotion is not so effective in Russia as it can seem. Even during the years of Soviet Union social advertizing took an important place in everyday life. All Russian citizens who lived in Soviet times remember social booklets and television spots where concepts of responsibility were declared. The following texts were so much popular: “Save our nature, it’s our mpther”, “Matches are not toys for boys” etc. All these social advertisments were sponsored by Soviet government and created by official institutions. Nowadays everything has changed and we can find many silly social advertising which is sponsored by Russian government, non-commercial organizations and private persons. Lots of money is spent every month on various social campaigns which are created by strong media campaigns with movie spots, social booklets, mottos etc.
A great deal of international organizations work on the territory of Russian Federation and many social advertisments from different countries can ve found at the moment in Russian Federation. I am sure that it is really good as we have a unique opportunity to use best international experience in the field of social advertizing as our own traditions in this sphere are very weak but we have lots of thoughts and creative directors who can make all them effective. That’s why different competitions of social promotion are so popular now in Russian Federation and lots of professional promotion agencies took an active part in such kind of events and if you enter YouTube you can look for lots of social spots created by the leading local organizations but usually the visualization of social problems 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 keep in mind about the following situation in Russia and the main difficulties which the government has to solve. One of such problems is demographic decrease as too many people die in former Soviet Union and they understand that they should force people to give more births. As an example of social advertizing which concentrated on demographic difficulties we can state on social posters which were placed in Moscow metro with a lady with 3 girls on her knees. This post gives more questions rather than gives replys as there is no male on this poster and the lady looks disappointed.
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 TV spots and social posters as well as complicated social campaigns.