Social promotion in Russian Federation makes Russians better
Social advertising is not so effective in Russian Federation as it can seem. Even many years ago social advertising took significant place in our life. All Russians who lived in Soviet times remember social booklets and television spots where ideas of liability were declared. The following texts were so much popular: “Save the nature, it’s our motherhood”, “Matches are not toys for boys” etc. All these social advertisments were supported by SU government and made by official institutions. Nowadays everything has changed and we can find many silly social advertising which is sponsored by official government, non-governmental companies and private persons. Much money is spent every month on different social campaigns which are created by strong media campaigns with video spots, social booklets, texts etc.
Many international organizations work on the territory of Russia and a great deal of social ads from different countries are available now in former Soviet Union. I am sure that it is really good as we have a unique chance to use best Ameriacan experience in the sphere of social promotion as our own traditions in this area are very weak but we have a great deal of ideas and creative PR specialists who can make all them effective. That’s why different competitions of social promotion are so popular now in former Soviet Union and a lot of professional advertising companies took an active part in such kind of events and if you enter RuTube you can look for 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 movies on tobacco addiction and other problems. But certainly, we should always remember about the current situation in Russia and the main problems which the government has to deal with. One of such problems is demographic decrease as too many people die in Russian Federation and they know that they should stimulate people to give more births. As an example of social advertizing which concentrated on demographic issues we can mention social posters which were placed in Moscow subway with a woman with three boys on her knees. This post is more uncertain rather than gives answers as there is no male on this poster and the woman 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 video spots and social posters as well as complicated social campaigns.