Social promotion in Russia makes people better
Social promotion is not so effective in Russia as it may seem. Even many years ago social promotion took an important place in usual life. All Russians who lived in Soviet times remember social posters and television spots where concepts of liability were declared. The following mottos were very popular: “Save our nature, it’s our mpther”, “Matches are not toys for girls” etc. All those social advertisments were supported by the government and made by official institutions. Nowadays everything has changed and we can find many different social advertising which is supported by Russian government, non-commercial organizations and private persons. Much money is spent every month on various social campaigns which are supported by strong media campaigns with video spots, social booklets, logos etc.
A great deal of international non-commercial companies work on the territory of former Soviet Union and many social advertisments from all over the world are available nowadays in former Soviet Union. I am sure that it is really good as we have a unique opportunity to use best international experience in the sphere of social promotion as our own traditions in this area are very weak but we have a great deal of thoughts and creative PR specialists who can make all them true. That’s why different competitions of social advertising are so popular nowadays in Russian Federation and many professional advertizing agencies took an active part in such kind of events and if you enter RuTube you can find many 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 keep in mind about the following situation in Russian Federation and the main difficulties which the government has to solve. One of such difficulties is demographic decrease as too many people die in Russian Federation and they understand that they should force families to give more births. As an example of social advertizing which concentrated on demographic difficulties we can mention social posters which were placed in Moscow subway with a lady with 3 girls on her knees. This post gives more questions rather than gives answers as there is no man on this poster and the woman looks disappointed.
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 video spots and social posters as well as complicated social campaigns.