Social promotion in former Soviet Union makes us better
Social advertizing is not so effective in former Soviet Union as it can seem. Even during the years of Soviet Union social advertising took essencial place in usual life. All Russian citizens who lived in Soviet times remember social posters and TV spots where messages of liability were declared. The following texts were very popular: “Save the nature, it’s our mpther”, “Matches are not toys for children” etc. All those social advertisments were sponsored by Soviet government and created by governmental institutions. At the moment everything has changed and we may find lots silly social advertising which is sponsored by Russian government, non-governmental companies and private persons. Much money is spent every month on various social campaigns which are created by popular media campaigns with movie spots, social posters, texts etc.
Many international non-commercial companies work on the territory of former Soviet Union and lots of social advertisments from different countries can ve found now in Russia. I am sure that it is really great as we have a unique chance to use best Ameriacan experience in the sphere of social promotion as our own traditions in this field are very weak but we have a great deal of thoughts and creative people who can make all them true. That’s why various contests of social advertising are so popular now in former Soviet Union and a lot of professional promotion firms took an active part in such kind of competitions and if you enter tube sites you can find many social spots created by the leading Russian firms but usually the visualization of social messages leaves much to be desired. Still there are quite a lot of popular social movies on tobacco addiction and other problems. But of course, we should always remember about the current situation in Russia and the main problems which the government has to solve. One of such difficulties is demographic decrease as too many people die in former Soviet Union and they understand that they should stimulate people to give more births. As an example of social promotion which concentrated on demographic issues we can state on social posters which were placed in Moscow subway with a woman with 3 girls on her knees. This post gives more questions rather than gives replys as there is no guy on this poster and the woman looks disappointed.
I think that social advertising in Russian Federation 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.