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, below, speaks of many events that have taken place in the Russian Federation. In 1992, the videos "Bees", "Call your parents" (I. Burenkov, "Domino" agency) appeared. The rupture of social ties, economic and political crises in Russia, the rapid development of crime lead to the demoralization of society, form a new system of relationships based on the primacy of property values. The public insecurity of the population of Russia, the lack of support from the state itself and social systems caused the aggravation of existing problems and the emergence of another - social. There was an obvious need to change public policy. The instrument of such a policy was social advertising.
How social advertising was born
In the Russian Federation, social advertising as a type of information and advertising activity has existed for more than ten years, while in other countriesWest - more than a century. In the Russian Federation, the so-called Advertising Council was created in 1993, it included both advertising firms, the media (Komsomolskaya Pravda, Trud - print media; NTV, Ostankino - television companies; Radio Russia, Europe plus", "Mayak" ̶ radio stations), and some public organizations - the Moscow Fund for Mercy and He alth and many others. The purpose of the creation of this Council is the production of a single promotional product on the problems of society. Its members develop examples of social events for the print media, produce audio and video clips. The Council's basic position is based on refusing to put its own brand on the promotional product.
What it looks like
PSA, Council text examples:
- Family relations in the "Children-Parents" section. Example of a PSA (text) in this section: "They grew up and forgot their parents. Do you remember? Call your parents."
- Family relations in the section "Children in the family": "It takes a lot of strength to grow a flower. Children are not flowers, give them more love."
- Attitude towards life: "These are bees. Life decided everything for them. We build our own life. Do not be afraid of change."
Activity of the Advertising Council
Council members regularly hold thematic press conferences, organize the placement of information material in other media, conduct all kinds of presentations,excursions. They take part in special training for the social sphere of workers, in the implementation of social scientific projects, provide all kinds of support for the creation of public organizations, unions, clubs, actively participate in thematic days: Children's Day, Donor Day, Tuberculosis Day, He althy Day way of life, etc. Many Russian non-profit organizations have established and are operating press services. In the Social and 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 for the beginning of its activity was sending information letters about the existence and activities of the union, but now the press service functions in several directions. Employees prepare and distribute press releases about the actions of the authorities on environmental issues, achievements in the field of environmental protection, innovative technologies, environmental legislation, and more. SEU has a unique data bank on environmental issues, which comes from more than 250 members of the Union. And as a result, about 130 Russian and foreign mass media are constantly contacting the union's press service. A significant step was the emergence in Russia of the Agency for Social Information. Russian authorities and the media turn to his services. Since the emergence of the agency in the life of society, you can now find an example of social advertising literally at every step (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" of 2006 says that social advertising is aimed at state and public interests and pursues charitable goals. Legislative regulation of social advertising activities speaks of the creation of a professional society that produces social products and contributes to increasing the interest of the population in significant social problems. An example of social advertising to increase the interest of the population is the emergence of the category "social advertising" in quite influential advertising competitions in Russia: the Youth Advertising Festival, the advertising festival in Nizhny Novgorod, etc.
Social advertising, examples, its perception
The results of a sociological survey that was conducted in 2000 in Novosibirsk (60 respondents participated) indicate a low knowledge of social advertising (25%), while videos about ACE and the attitude of parents and children were named as an example of social advertising (" Call your parents." In addition to this, the respondents recalled various rallies on the topic of drug addiction, AIDS, broadcast by the media. They expressed a positive attitude towards social advertising in 65% of cases. 20% did not see much benefit in advertising, and only 15% consider such advertising a necessity in shaping social opinion.
Social issues as topics orexample of social advertising
All social problems that need to be mentioned through social advertising, the polled audience distributed in such a way that it is impossible to determine the priority of problems. So, the poll led to the following results:
- the problem of drug addiction and alcoholism (this is the only problem put by the respondents in first place in terms of importance - 65%);
- HIV-AIDS issue;
- protection of motherhood and childhood;
- environmental protection;
- shaping the national idea.
Thus, the best examples of social advertising in Russia are those that are designed on paper, in the form of posters or other options and are put on public display in public places, that is, places where people are most congested.
