Social advertising in Russian Federation makes us better
Social advertising is not so popular in Russia as it can seem. Even many years ago social advertising took an important place in usual life. All Russian citizens who lived in Soviet times remember social posters and TV spots where ideas of responsibility were declared. The following texts were very popular: “Save our nature, it’s our mpther”, “Matches are not toys for boys” etc. All these social ads were supported by the government and made by official institutions. Nowadays everything has changed and we can find many various social advertising which is supported by official government, non-governmental organizations and private persons. Lots of money is spent every week on various social campaigns which are supported by popular media campaigns with video spots, social booklets, logos etc.
A lot of international non-commercial companies work on the territory of Russian Federation and lots of social ads from all over the world are available now in Russia. I am sure that it is really good as we have a unique chance to use best international experience in the sphere of social advertising as our own traditions in this area are very weak but we have lots of thoughts and creative directors who can make all them true. That’s why different contests of social promotion are so popular now in Russia and a lot of professional advertising companies took an active part in such kind of events and if you enter YouTube you can find many social spots created by the leading Russian organizations but sometimes the visualization of social ideas leaves much to be desired. Still there are quite a lot of popular social ads on alcohol addiction and other issues. But of course, we should always keep in mind about the current situation in the country and the main difficulties which the government has to deal with. One of such problems 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 mention social posters which were placed in Moscow subway with a woman with 3 girls on her knees. This post gives more questions rather than gives replys as there is no man on this poster and the woman looks not very happy.
I think that social advertizing 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.