Social promotion in Russia makes us better
Social promotion is not new in former Soviet Union as it can seem. Even in 1980s social promotion took essencial place in our life. All Russian citizens who lived in those years remember social booklets and video spots where ideas of responsibility were declared. The following texts were so much popular: “Save Soviet nature, it’s our motherhood”, “Matches are not toys for girls” etc. All those social ads were supported by Soviet government and created by official institutions. At the moment everything has changed and we may find many silly social advertising which is supported by official government, non-governmental companies and private persons. Lots of money is spent every week on various social campaigns which are created by strong media campaigns with movie spots, social booklets, logos etc.
A great deal of international organizations work on the territory of Russia and a great deal of social ads from all over the world are available now in Russian Federation. I am sure that it is really great 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 a great deal of thoughts and creative people who can make all them effective. That’s why various competitions of social advertising are so popular now in former Soviet Union and lots of professional advertizing companies took an active part in such kind of competitions and if you enter tube sites you can look for many social spots created by the leading Russian organizations but sometimes the visualization of social ideas leaves much to be desired. Still there are quite a lot of interesting social videos on alcohol addiction and other problems. But of course, we should always keep in mind about the current situation in the country and the main problems which the government has to deal with. 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 advertising which concentrated on demographic difficulties we can state on social posters which were placed in Moscow metro with a woman with 3 children on her knees. This post gives more questions rather than gives replys as there is no man on this poster and the woman looks sad.
I think that social promotion in former Soviet Union 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.