Social promotion in former Soviet Union makes the world better
Social promotion is not new in Russia as it may seem. Even lots of years ago social promotion took essencial place in our life. All Russian citizens who lived in Soviet times remember social booklets and television spots where ideas of liability were declared. The following mottos were so much popular: “Save Soviet nature, it’s our mpther”, “Matches are not toys for boys” etc. All those social advertisments were sponsored by SU government and created by official institutions. At the moment everything has changed and we may find lots different social advertising which is supported by official government, non-governmental organizations and private persons. Much money is spent every week on different social campaigns which are created by Russian media campaigns with movie spots, social booklets, texts etc.
A lot of international foundations work on the territory of former Soviet Union and lots of social ads from all over the world can ve found nowadays in Russia. I am sure that it is really importans as we have a unique chance to use best international experience in the sphere of social promotion as our own traditions in this sphere are very weak but we have many ideas and creative directors who can make all them effective. That’s why various contests of social advertizing are so popular now in Russia and lots of professional advertising agencies took an active part in such kind of events and if you enter YouTube you can search for lots of social spots created by the leading local firms but usually the visualization of social problems leaves much to be desired. Still there are quite a lot of interesting social videos on alcohol addiction and other issues. But of course, we should always remember about the following 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 Russia and they understand that they should force people to give more births. As an example of social promotion which concentrated on demographic difficulties we can state on social posters which were placed in Moscow subway with a lady with three children on her knees. This post is more uncertain rather than gives replys as there is no man on this poster and the woman 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.