Russians have always been very good at idealistic motivation and inner-propaganda. May be because Russian people are easily inspired by values rather than materialistic ads, the phenomenon of Social Advertisement is very popular and effective in Russia.
Social advertisement (do not mix with advertising in social networks!!) has been around for years and it’s about applying marketing and advertising principles to promote health and social issues and bringing about positive behavior change.
During my trip to Moscow, it was one the things that stroke me and gave food for thought: the social ads along the escalator in the Moscow tube. I have made some snapshots to illustrate that wonderful phenomenon.
This ad goes hand in hand with the presently strong state campaign for family life -the poster quotes a philosopher saying “Family is one of the masterpieces of nature”. Please note the figures on the poster – the grandparent` look is very modern and rather untypical for Russia, but probably getting closer to the modern urban grandparents… Also both ladies looking rather masculine – a new tendency but still not very typical.
“Say no to smoking” – is a simple and good meant ad. What terrifies me in the modern Russia is the number of young girls smoking everywhere – it seems that they even smoke more than men!! I have no idea why and how it grew popular in the last years, but that is very very sad…
Again a quote of a writer saying ” A drunkard does many things that make him red afterwards” (or something like that)… Good idea, but not powerful enough. The problem in Russia is that drinking is considered social-friendly, and people like to make joked about drinking and generally not to take it seriously. Even this ad is in cartoon style – who will really take it seriously???
The quote by F.Bakon says “Love to motherland begins with family” which is beautiful, but… I was again puzzled by the depicting of the “standard Russian family” here on this ad. The image is rather realistic: the big Matreshka-mother, and the family. Note that the man is smaller!! In fact, it is a Russian woman who leads in the family (unofficially but really), and carries all the toughness of life. But why to propagate that??? Or may be they hoped that people will see the problem? – Apparently, they do not. I have asked several Russians and no one noticed anything strange about this image…
This is a very general statement, that might appeal to everyone: the famous quote from a popular song saying “There is no bad weather” which can be elegantly expressed by an English idiom ” Be thankful together whatever the weather”. I love this one!! The weather is often nasty in Russia, and it is a good reminder not to take it seriously.
And, finally, my favourite:
This simple and joyful social ad says “Present women with flowers!” – YES!!! I must say, this idea is being cultivated in the Russian soul since ages and it works! -Russian men do present their women with flowers, now and then…:)
Hope you enjoyed that overview. It would be interesting to see some social ads from the places where other bloggers live… Please, if you do such a post, leave a comment with a link here! Thanks.