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 occurred in the Russian Federation. In 1992, videos appeared "Bees", "Call your parents" (I. Burenkov, agency "Domino"). The rupture of social ties, economic and political crises in Russia, the rapid development of crime lead to demoralization of society, form a new system of relations based on the primacy of property values. The public insecurity of the Russian population, the 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 for a change in public policy. An instrument of such a policy was social advertising.
How social advertising originated
In the Russian Federation, social advertising as a form of information and advertising has existed for more than ten years, in Western countries for more than a century. In 1993, the so-called Advertising Council was created in the Russian Federation, it included both advertising companies and the media (Komsomolskaya Pravda, Trud - print media; NTV, Ostankino ̶ TV companies; Radio of Russia, Europe plus "," Lighthouse "̶ radio stations), as well as some public organizations - the Moscow Charity 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 the print media, produce audio and video clips. The basic position of the Council is based on the refusal to put its mark on the advertising product.
What does it look like
Social advertising, examples of Council texts:
- 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 relations in the section "Children in the family": "To grow a flower, you need a lot of strength. Children are not flowers, give them more love."
- Attitude to life: "These are bees. Life has decided everything for them. We are building our own lives. Do not be afraid of change."
Activities of the Advertising Council
Council members regularly hold thematic press conferences, organize the placement of information material in other media, hold all kinds of presentations, tours. They take part in special training for the social sphere of workers, in the implementation of social research projects, provide all kinds of support for the creation of public organizations, unions, clubs, take an active part in the thematic days: Children's Day, Donor Day , Tuberculosis Day, Healthy Day lifestyle, etc. In many Russian non-profit organizations, press services have emerged and are operating. In the Social and Environmental 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 the sending of information letters about the existence and activities of the union, now the press service operates in several areas. Employees prepare and send out press releases on the actions of the authorities on environmental issues, on achievements in environmental protection, on innovative technologies, environmental legislation and more. SES has a unique database of environmental issues that come from more than 250 members of the Union. And as a result, approximately 130 Russian and foreign media are constantly contacting the Union’s press service. A significant step was the emergence of the Social Information Agency in Russia. Russian authorities and the media are turning to his services. From the moment the agency appeared in the life of society, one 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" of 2006 says that social advertising is aimed at state and public interests and pursues charitable purposes. The legislative regulation of social advertising activities speaks of
the creation of a professional society that produces social products and helps increase public interest in significant social problems. An example of social advertising to increase public interest 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, etc.
Social advertising, examples, its perception
The results of a sociological survey 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 called social advertising (“Call Parents”). In addition to this, respondents recalled various rallies on drug addiction, AIDS, and broadcast 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 as a necessity in the formation of social opinion.
Social issues as topics or an example of social advertising
All 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 led to the following results:
- the problem of drug addiction and alcoholism (this is the only problem put by respondents in first place in importance - 65%);
- HIV AIDS;
- protection of motherhood and childhood;
- environmental protection;
- 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 options and are put on public display in public places, that is, places of the greatest concentration of people.