Social advertising in former Soviet Union makes Russians better
Social advertising is not so popular in former Soviet Union as it can seem. Even lots of years ago social advertizing took essencial place in usual life. All Russian citizens who lived in those years remember social booklets and television spots where ideas of liability were declared. The following texts were so much popular: “Save our nature, it’s our mpther”, “Matches are not toys for children” etc. All these social ads were sponsored by the government and made by official institutions. At the moment everything has changed and we may find many silly social advertising which is supported by Russian government, non-governmental companies and private persons. Much money is spent every month on various social campaigns which are created by strong media campaigns with video spots, social booklets, logos etc.
Many international non-commercial companies work on the territory of former Soviet Union and lots of social ads from different countries are available nowadays in former Soviet Union. I am sure that it is really great as we have a unique chance to use best Ameriacan experience in the sphere of social advertising as our own traditions in this sphere are very weak but we have lots of thoughts and creative people who can make all them true. That’s why various contests of social advertising are so popular now in Russian Federation and lots of professional advertising agencies took an active part in such kind of events and if you enter tube sites you can find lots of social spots shooted by the leading local companies but usually the visualization of social problems leaves much to be desired. Still there are quite a lot of interesting social movies on alcohol addiction and other issues. But certainly, we should always keep in mind about the following situation in the country and the main problems which the government has to sort out. One of such problems is demographic decrease as too many people die in Russia 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 state on social posters which were placed in Moscow subway with a lady with three boys on her knees. This post is more uncertain rather than gives answers as there is no man on this poster and the lady looks not very happy.
I think that social advertising in former Soviet Union 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.