Development and example of social advertising in Russia

The emergence and, accordingly, the development of social advertising in the information market in Russia was determined by significant causal factors. Each example of social advertising, which is given below, speaks about many events that occurred in the Russian Federation. In 1992 there were video clips "Bees", "Call your parents" (I. Burenkov, "Domino" agency). The rupture of social ties, economic and political crises in Russia, the rapid development of crime lead to demoralization of the society, form a new system of relationships based on the primacy of property values. Public insecurity of the population of Russia, lack of support from the state itself and public systems caused the aggravation of existing problems and the emergence of another - social. There was an obvious need to change public policy. The tool of this policy was social advertising.

How did social advertising originate?

In Russia, social advertising as a kind of information and advertising activities has existed for more than ten years, in the countries of the West - more than a century. In 1993, the so-called Advertising Council was established in the Russian Federation, it included advertising companies, the media (Komsomolskaya Pravda, Trud - print media, NTV, Ostankino, TV, Radio Rossii, Europe Plus "," Mayak "̶ radio stations), and some public organizations - the Moscow Mercy and Health Foundation and many others. The purpose of creating this Council is to produce a single advertising product on the problems of society. Its members develop examples of social events for print media, produce audio and video clips. The basic position of the Council is based on the refusal to put its brand on the advertising product.

How it looks like

Social advertising, examples of texts of the Council:

• Family relations in the section "Children-parents". An example of social advertising (text) in this section: "They grew up and forgot their parents. Do you remember? Call your parents."
• Family relationships in the section "Children in the family": "To grow a flower, you need a lot of energy." Children are not flowers, give them more love. "
• Attitude to life: "They are bees, life has decided everything for them, but we are building our own lives." Do not be afraid of change. "

Activities of the Advertising Council

Members of the Council regularly hold thematic press conferences, organize the placement of information material in other media, conduct all kinds of presentations, tours. They take part in special training for the social sphere of workers, in the implementation of social scientific projects, provide all possible support for the creation of public organizations, unions, clubs, and actively participate in thematic days: Children's Day, Donor Day , Tuberculosis Day, Healthy Day Way of life, etc. In many Russian non-profit organizations, press services have emerged and are working. In the Socio-Ecological Union, the press service was formed in 1999. The purpose of the creation was the dissemination of environmental and social information in the media. The basis of the beginning of its activity was the sending of information letters about the existence and activity of the union, now the press service functions in several directions. Employees prepare and send out press releases about the actions of the authorities on environmental issues, achievements in the field of environmental protection, innovative technologies, environmental legislation, and more. SOS has a unique data bank on environmental issues, which come from more than 250 members of the Union. And as a result, about 130 Russian and foreign mass media are constantly applying to the press service of the union. A significant step was the emergence in Russia of the Agency for Social Information. Russian authorities and the media are turning to his services. Since the agency's appearance in the life of the society, you can now see literally at every step an example of social advertising (both in public transport and in other crowded places).

Legislative regulation of social advertising

In Russia, the existence of social advertising is regulated by law. Article 10 of the Federal Law "On Advertising" in 2006 says that social advertising is aimed at state and public interests and pursues charitable purposes. Legislative regulation of social advertising activity speaks about
The creation of a professional society that produces social products and contributes to the increase of the population's interest in significant social problems. An example of social advertising for increasing the interest of the population is the emergence of the category of "social advertising" in quite influential advertising competitions in Russia: the Youth Advertising Festival, the advertising festival in Nizhny Novgorod, and so on.

Social advertising, examples, its perception

The results of the sociological survey conducted in 2000 in Novosibirsk (60 respondents) showed a low knowledge of social advertising (25%), while examples of social advertising were video about ACE and the attitude of parents and children ("Call your parents"). In addition, respondents recalled various rallies on drug addiction, AIDS, broadcast by the media. They expressed a positive attitude to social advertising in 65% of cases. 20% did not see much benefit in advertising, and only 15% consider such advertising a necessity in the formation of social opinion.

Social problems as a topic or example of social advertising

All the social problems that need to be mentioned through social advertising, the interviewed audience distributed in such a way that it is impossible to determine the priority of the problems. So, the survey resulted in the following results:

• The problem of drug addiction and alcoholism (this is the only problem posed by respondents in the first place in importance - 65%);
• The problem of HIV-AIDS;
• Protection of motherhood and childhood;
• Protection of the environment;
• The formation of a national idea.

Thus, the best examples of social advertising in Russia are those that are printed on paper, in the form of posters or other variants, and are displayed for public viewing in public places, that is, places of greatest concentration of people.