Social promotion in former Soviet Union makes the world better
Social advertizing is not so effective in Russia as it can seem. Even many years ago social promotion took essencial place in everyday life. All Russians who lived in those years remember social booklets and television spots where ideas of liability were declared. The following mottos were very popular: “Save the nature, it’s our mpther”, “Matches are not toys for children” etc. All those social ads were supported by SU government and made by governmental institutions. Nowadays everything has changed and we may find lots silly social advertising which is sponsored by official government, non-governmental organizations and private persons. Lots of money is spent every week on various social campaigns which are supported by Russian media campaigns with video spots, social booklets, mottos etc.
Many international non-commercial companies work on the territory of former Soviet Union and lots of social advertisments from all over the world are available at the moment in Russian Federation. I am sure that it is really importans as we have a unique chance to use best world experience in the field of social advertizing as our own traditions in this area are very weak but we have many thoughts and creative PR specialists who can make all them visible. That’s why various contests of social promotion are so popular today in former Soviet Union and many professional advertizing firms took an active part in such kind of competitions and if you enter RuTube you can look for many social spots created by the leading Russian firms 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 remember about the current situation in the country and the main difficulties which the government has to deal with. One of such difficulties is demographic decrease as too many people die in Russian Federation 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 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 promotion 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.