Social promotion in Russia makes us better
Social promotion is not new in Russia as it can seem. Even in 1980s social promotion took essencial place in our life. All Russians who lived in Soviet times remember social booklets and TV spots where ideas of responsibility were declared. The following mottos were very popular: “Save the nature, it’s our mpther”, “Matches are not toys for girls” etc. All those social advertisments were sponsored by the government and created by official institutions. Nowadays everything has changed and we can find lots various social advertising which is sponsored by Russian government, non-commercial companies and private persons. Much money is spent every week on various social campaigns which are created by popular media campaigns with movie spots, social posters, logos etc.
A lot of international organizations work on the territory of Russia and lots of social ads from different countries can ve found 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 sphere of social advertising as our own traditions in this sphere are very weak but we have many ideas and creative PR specialists who can make all them effective. That’s why various competitions of social advertizing are so popular today in Russian Federation and lots of professional advertizing agencies took an active part in such kind of events and if you enter YouTube you can look for lots of social spots shooted by the leading local firms but usually the visualization of social ideas leaves much to be desired. Still there are quite a lot of popular social ads on tobacco addiction and other issues. But of course, we should always keep in mind 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 Russia and they know that they should stimulate families to give more births. As an example of social advertizing which concentrated on demographic issues we can state on social posters which were placed in Moscow subway with a woman with 3 boys on her knees. This post gives more questions rather than gives answers as there is no male on this poster and the woman looks not very happy.
I think that social advertizing in Russia 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.