Social promotion in former Soviet Union makes us better
Social promotion is not so effective in former Soviet Union as it may seem. Even many years ago social advertising took significant place in usual life. All Russians who lived in those years remember social booklets and television spots where messages of responsibility were declared. The following mottos were so much popular: “Save the nature, it’s our mpther”, “Matches are not toys for girls” etc. All these social ads were supported by the government and made by governmental institutions. At the moment everything has changed and we may find many various social advertising which is sponsored by Russian government, non-commercial companies and private persons. Much money is spent every year on different social campaigns which are supported by Russian media campaigns with video spots, social booklets, logos etc.
Many international organizations work on the territory of Russia and many social advertisments from all over the world can ve found nowadays in former Soviet Union. I am sure that it is really great as we have a unique opportunity to use best world experience in the field of social promotion as our own traditions in this area are very weak but we have lots of thoughts and creative PR specialists who can make all them true. That’s why different contests of social advertizing are so popular today in Russian Federation and many professional promotion companies 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 companies but usually the visualization of social messages leaves much to be desired. Still there are quite a lot of interesting social movies on tobacco 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 Russia and they understand that they should force families 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 metro with a woman with 3 children on her knees. This post is more uncertain rather than gives answers as there is no man on this poster and the woman looks sad.
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 video spots and social posters as well as complicated social campaigns.