Social promotion in former Soviet Union makes you better
Social advertizing is not so popular in former Soviet Union as it may seem. Even many years ago social advertizing took an important place in our life. All Russian citizens who lived in those years remember social booklets and TV spots where concepts of liability were declared. The following mottos were very popular: “Save Soviet nature, it’s our mpther”, “Matches are not toys for children” etc. All those social ads were sponsored by SU government and created by governmental institutions. At the moment everything has changed and we can find many silly social advertising which is supported by official government, non-commercial organizations and private persons. Lots of money is spent every month on different social campaigns which are supported by Russian media campaigns with movie spots, social posters, mottos etc.
Many international foundations work on the territory of former Soviet Union and many social ads from all over the world 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 world experience in the field of social promotion as our own traditions in this sphere are very weak but we have many thoughts and creative PR specialists who can make all them effective. That’s why different contests of social promotion are so popular now in former Soviet Union and lots of professional promotion agencies took an active part in such kind of competitions and if you enter tube sites you can find many social spots shooted by the leading local firms 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 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 Russia 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 state on social posters which were placed in Moscow subway with a lady with three girls on her knees. This post gives more questions rather than gives answers as there is no man on this poster and the woman looks disappointed.
I think that social promotion in Russia 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.