Social promotion in Russian Federation makes people better
Social promotion is not so popular in former Soviet Union as it can seem. Even in 1980s social advertising took an important place in everyday life. All Russians who lived in those years remember social booklets and video spots where concepts of liability were declared. The following mottos were very popular: “Save the nature, it’s our mpther”, “Matches are not toys for girls” etc. All these social advertisments were supported by the government and created by official institutions. Nowadays everything has changed and we can find lots silly social advertising which is sponsored by official government, non-commercial companies and private persons. Much money is spent every year on various social campaigns which are supported by popular media campaigns with video spots, social booklets, mottos etc.
A great deal of international foundations work on the territory of Russia and a great deal of social advertisments from all over the world are available nowadays in Russian Federation. I am sure that it is really importans as we have a unique chance to use best international experience in the sphere of social promotion as our own traditions in this sphere are very weak but we have lots of ideas and creative directors who can make all them true. That’s why various competitions of social advertising are so popular today in Russian Federation and lots of professional promotion agencies took an active part in such kind of events and if you enter RuTube you can find lots of social spots shooted by the leading local firms but usually the visualization of social messages leaves much to be desired. Still there are quite a lot of popular social videos on alcohol addiction and other problems. But of course, we should always keep in mind about the current situation in Russia and the main difficulties which the government has to solve. One of such difficulties is demographic decrease as too many people die in Russian Federation and they understand that they should force people to give more births. As an example of social advertising which concentrated on demographic difficulties we can mention social posters which were placed in Moscow metro with a lady with three girls 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 promotion in Russian Federation 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.