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Social advertising is not so effective in Russia as it can seem. Even lots of years ago social advertising took significant place in usual life. All Russians who lived in Soviet times remember social posters and video spots where ideas of liability were declared. The following texts were very popular: “Save our nature, it’s our motherhood”, “Matches are not toys for children” etc. All those social advertisments were supported by the government and created by official institutions. At the moment everything has changed and we can find lots different social advertising which is sponsored by Russian government, non-commercial companies and private persons. Lots of money is spent every year on different social campaigns which are supported by Russian media campaigns with movie spots, social posters, texts etc.
A lot of international foundations work on the territory of Russian Federation and a great deal of social ads from different countries 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 Ameriacan experience in the sphere of social promotion as our own traditions in this area are very weak but we have lots of ideas 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 many professional advertising agencies took an active part in such kind of events and if you enter RuTube you can find many social spots shooted by the leading Russian firms but sometimes the visualization of social problems leaves much to be desired. Still there are quite a lot of popular social movies on alcohol addiction and other problems. But certainly, we should always remember 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 former Soviet Union and they understand that they should stimulate people to give more births. As an example of social advertizing which concentrated on demographic difficulties we can mention social posters which were placed in Moscow metro with a woman with three boys on her knees. This post is more uncertain rather than gives replys as there is no male on this poster and the lady looks disappointed.
I think that social advertizing in former Soviet Union just starts its way and in the nearest future we will see lots of great examples of TV spots and social posters as well as complicated social campaigns.