Social promotion in Russia makes us better
Social promotion is not new in former Soviet Union as it can seem. Even in 1980s social promotion took an important place in everyday life. All Russians who lived in Soviet times remember social booklets and TV spots where ideas of responsibility were declared. The following mottos were very popular: “Save the nature, it’s our motherhood”, “Matches are not toys for girls” etc. All those social ads were supported by the government and created by governmental institutions. At the moment everything has changed and we can find many silly social advertising which is sponsored by official government, non-governmental companies and private persons. Lots of money is spent every month on various social campaigns which are supported by strong media campaigns with movie spots, social booklets, logos etc.
Many international foundations work on the territory of former Soviet Union and lots of social ads from different countries 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 promotion as our own traditions in this area are very weak but we have many ideas and creative people who can make all them visible. That’s why different contests of social promotion are so popular nowadays in former Soviet Union and many professional promotion companies took an active part in such kind of events and if you enter YouTube you can look for many social spots created by the leading local organizations but usually the visualization of social messages leaves much to be desired. Still there are quite a lot of interesting social advertisements on tobacco addiction and other issues. But certainly, we should always keep in mind about the current situation in Russia and the main difficulties 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 force people to give more births. As an example of social promotion which concentrated on demographic problems we can state on social posters which were placed in Moscow metro with a woman with three children on her knees. This post is more uncertain rather than gives replys as there is no male on this poster and the woman looks disappointed.
I think that social advertizing in Russia 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.