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. (more…)