Social promotion in former Soviet Union makes Russians better
Social promotion is not so effective in Russian Federation as it can seem. Even during the years of Soviet Union social advertizing took essencial place in everyday life. All Russians who lived in Soviet times remember social booklets and video spots where concepts of liability were declared. The following texts were very popular: “Save Soviet nature, it’s our mpther”, “Matches are not toys for girls” etc. All those social ads were sponsored by SU government and made by official institutions. Nowadays everything has changed and we can find many silly social advertising which is sponsored by official government, non-governmental companies and private persons. Lots of money is spent every year on various social campaigns which are supported by strong media campaigns with video spots, social booklets, logos etc.
Many international organizations work on the territory of Russian Federation and a great deal of social advertisments from different countries are available nowadays in Russian Federation. I am sure that it is really good as we have a unique chance to use best Ameriacan experience in the field of social advertizing as our own traditions in this area are very weak but we have lots of thoughts and creative directors who can make all them effective. That’s why different contests of social promotion are so popular nowadays in Russian Federation and many professional promotion firms took an active part in such kind of events and if you enter tube sites you can search for lots of social spots shooted by the leading Russian companies but sometimes the visualization of social messages leaves much to be desired. Still there are quite a lot of popular social movies on alcohol addiction and other issues. But of course, we should always remember about the following situation in Russian Federation 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 know that they should stimulate people to give more births. As an example of social promotion which concentrated on demographic difficulties we can mention social posters which were placed in Moscow subway with a woman with three girls on her knees. This post is more uncertain rather than gives replys as there is no guy on this poster and the lady looks disappointed.
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.