Social advertizing in former Soviet Union makes us better
Social advertizing is not so popular in Russian Federation as it can seem. Even during the years of Soviet Union social advertising took essencial place in our life. All Russians who lived in those years remember social booklets and TV spots where ideas of liability were declared. The following mottos were very popular: “Save Soviet nature, it’s our motherhood”, “Matches are not toys for boys” etc. All those social ads were sponsored by the government and created by governmental institutions. Nowadays everything has changed and we can find many different social advertising which is sponsored by official government, non-governmental organizations and private persons. Lots of money is spent every week 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 former Soviet Union and many social ads from all over the world can ve found at the moment in Russia. I am sure that it is really importans as we have a unique opportunity to use best world experience in the field of social advertizing as our own traditions in this sphere are very weak but we have many thoughts and creative directors 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 tube sites you can look for lots of social spots shooted by the leading Russian firms but sometimes the visualization of social ideas leaves much to be desired. Still there are quite a lot of interesting social videos on alcohol addiction and other problems. But of course, we should always remember about the current situation in the country and the main problems which the government has to deal with. One of such difficulties is demographic decrease as too many people die in Russia and they know that they should force people to give more births. As an example of social promotion which concentrated on demographic difficulties we can mention social posters which were placed in Moscow metro with a woman with 3 children on her knees. This post is more uncertain rather than gives answers as there is no male on this poster and the lady looks disappointed.
I think that social promotion in former Soviet Union just starts its way and in the nearest future we will see lots of great examples of television spots and social posters as well as complicated social campaigns.