Social advertising of commercial structures. Encyclopedia of Marketing

Social advertising is one of the types of commercial advertising. It is information in any form and on any media, aimed at the formation of certain moral values, public views, as well as to transform the models of mass behavior and attract society to the problems of society.

Types of social advertising

Depending on the purpose and range of interests of the initiative group promotional activities social nature subdivided into subtypes. Their unifying feature is the observance of ethics and compliance with the constitutional foundations.

Classification by areas of social advertising:

• Advertising of values ​​(promotes certain ideas and beliefs, for example, calls for the right education of children and not to use force against them).
• Advertising of NGOs, projects, events, activities, programs (movement to protect environment and forests).
• Information and educational advertising (propaganda of the topic with the selection of information and analytical base, for example, about the problem of abortion, alcoholism, drug addiction).

• State (organized by state institutions, structures in defense of their interests, for example, patriotic advertising of the military registration and enlistment office “I Serve the Fatherland”).
• Non-profit organizations (implemented by foundations, public associations for ideological purposes, for example, the Gift of Life aid fund).
• Commercial enterprises (refers to business advertising in society, for example, the project "Does it matter?").
• Public (organized through informal structures by private individuals in the form of signs and banners, for example, encouraging drivers to drive sober).

• The caller contains various kinds of motivation for action, for example, a call to live right.
• The questioner addresses the audience by posing a problem, for example, containing a question from an insurance company: “Are you sure that your life is under control?”.
• The thesis expresses a judgment about a certain model of behavior in society, which does not contain assessments or appeals, but states the facts. For example, "Healthy parents - healthy children - a healthy future for the nation!".
• The informing one deepens the knowledge of the audience on the topic, for example, characterizes the specifics of the effect of ecology on the systemic functions of the body.
• The combined one can use both an appeal and a thesis or an information block.

Format classification:

• Sound, for example, a request to pick up children from kindergarten on time.
• Visual-graphic and electronic-digital. For example, a call on the banner to ensure a carefree old age.
• Visual cinematographic. For example, videos for Victory Day.
• Visual object. A unique type of propaganda using forms that cause various associations, without the transmission of textual information.
• Text. For example, a running line about the importance of contraception.

Classification by emotional orientation:

• Positive creates positive image, causes the reaction "For".
• Negative has a vector "Against".

Tasks of social advertising

• Attraction of public attention to common problems.
• Influence on moral guidelines.
• Changing behavioral patterns and perceptions.
• Agitation for certain actions.
• A call to solve a problem or help financially.

Specificity of social advertising

• Target audience - society. The expected effect is calculated for the long term, and the company's efficiency cannot be expressed analytically in numbers.
• Expresses the interests of society in the context of society.
• Can call for charity and donations.
• Can promote a certain worldview.
• Serves social ideals and guidelines.
• Can be used as informational and educational propaganda.

Impact of social advertising

The main disadvantage of social advertising is the complexity of content design. Not all information is perceived by society in the same way. The specific reaction depends on the beliefs, worldview, gender, age and individual characteristics of each person.

In the process of creating a project, marketers take into account these factors and focus on the details, taking into account the analysis of psychological attitudes. The most commonly used methods are persuasion and suggestion. To ensure that advertising does not go unnoticed, factors that irritate attention are used. The most effective social advertising is perceived when using unusual shapes and new approaches to influencing the subconscious. An example of a new format for social advertising is stylized eco-urns in parks.

To familiarize the audience with the problem, an interrogative construction is used that prompts them to think about the sentence (in the style of "How to be").

The interest of society is attracted by constructing complex theses, which can be understood by rethinking the message.

As a result of the research, the majority of respondents considered social advertising important and necessary. In Russian realities, the perception of this kind of information is difficult due to various factors: the rhythm and pace of life, preoccupation with problems and work, the presence of more important ideals.

According to one source, 40% of those surveyed said that social advertising did not affect their morals and experienced opinions in any way. The other 20% considered it to be a decoration of the urban environment. The rest of the people found the advertisement irritable or not noticeable at all. From this we can conclude that most people do not pay attention to the information of everyday demand.

Social advertising features

• Economic - generates demand.
• Social - affects behavior.
• Communication - conveys information in an impersonal way.
• Marketing - stimulation of interest.
• Educational - data transfer.

Methods for the implementation of social advertising

• oral advertising (in any form);
• the photo;
• social poster;
• banner;
• postcards;
• leaflets;
• icons;
• checkboxes;
• clothing with photo printing;
• literary work;
• staged video;
• documentaries;
• social videos;
• information boards;
• brochures;
• booklets;
• stands;
• signboards.

Social Advertising Topics

• life safety;
• healthy lifestyle: alcoholism, drug addiction, abortions;
• issues of equality and social guarantees;
• protection of rights different categories citizens;
• ecology, medicine, education;
• vision of the future;
• moral issues;
• government issues: politics, taxation, insurance, military service.

Social advertising customers

• Public organizations;
• government agencies;
• charity organisations;
• commercial enterprises;
• private entrepreneurs.

Placement of social advertising

• One of the obligatory points when placing social advertising is the absence of any information about the trademark and other ways of individualization on it.
• Advertising must comply with ethical and moral standards.
• Advertising can be organized by both a commercial structure and a private person. Acceptance for its placement must be obtained when advertising cannot be placed on bulletin boards.
• Advertising on the Internet is possible on various sites, including free ones.
  All issues related to the content are resolved in agreement with the owner of the advertising space in the process of cooperation.

Legal regulation of social advertising

Terms of advertising and payment methods are established on a contractual basis (445 GK).
Advertising, if necessary, must be coordinated with local authorities. When creating the layout and design of the project, be sure to follow copyright law.

Social Advertising Commission

In Russia, there is a coordinating council that controls the placement of social advertising and its content. The Council for Social Advertising under the Civic Chamber was established in 2018 and introduced mandatory commissions responsible for placing social advertising on television and radio channels, as well as in electronic media. Their main tasks are to develop guidelines, the introduction of advertising and control over content and content.

The effectiveness of social advertising

• recognition by society of a particular phenomenon;
• assessment of public position;
• opinion evaluation.

Allocate next levels effectiveness of social advertising:

• recipient awareness;
• assimilation of information;
• formation of beliefs;
• the emergence of a desire to follow the model;
• achievement of the result (100%).

Efficiency evaluation is carried out through various theories using analysis. The process is labor intensive, takes a lot of time, requires the study of all corrective factors, so usually such studies are carried out at the state level by special associated groups.

Types of social advertising contests

• Social advertising contest A New Look» www.tvoykonkurs.ru. Organized by the World of Youth Foundation, it provides an opportunity for young people to show their creativity in solving social problems and significant public discourses or problematic issues.
• Competition of social advertising "Impulse" konkurs-impulse.ru. The organizer of the competition is the state represented by authorized representatives. Competition participants can only state structures, institutions and organizations. The main goal of the project is to draw public attention to solving socially important problems, as well as to contribute to the modernization of the advertising process.
• Competition-festival of social advertising "Lime" limefestival.ru. It is the International Moscow Competition. The main task of the commission is to search for specialists in the field of advertising and design to create unique projects with a social focus. The directions of the festival are school and student projects, as well as the development of advertising for the needs of the customer.
• Competition of social advertising "The Art of Living" molgvardia.ru. The competition is organized remotely. Designers, photographers, videographers can take part in it. Photo and video materials on given topics of a social nature are considered as works.
• Competition-festival of social advertising "Island MIR" www.ostrov-mir.ru. It is carried out with the aim of developing projects that affect social norms and ethics. Anyone can become an author. The competition is intended for creative people who are able to touch upon the problems of the vices of society.

Examples of social advertising

Russian project Nonna Mordyukova and Rimma Markova

Social advertising of the 90s "Dima, wave your hand to your mother!"

"Call your parents"

Social advertising from the traffic police

Advertising against drugs

It is necessary to clearly distinguish between two types of social advertising: advertising of values ​​and informational advertising promoting social programs, services, organizations.

Value advertising exists all over the world. It is philosophically solid, like the 10 commandments, and therefore, as a rule, does not require the presence of the creator's brand. In our country, so far only one project has been such a pure social project - “Call your parents!”. If, however, a signature nevertheless appears under such valuable advertising, then most often we are dealing not with social advertising, but with social discourse. Thus, an ad with the slogan “People Talk” (MTS) is a commercial ad with social discourse, and an ad from SPS in 2003 - “A well-fed soldier is the best defender” is a political ad with social discourse.

Informational social advertising is a significant type of advertising in our life. It draws attention to very important problems of society, to social programs and possibilities for their solution. The main thing in this advertisement is the presence feedback. If the problem is accurately, sharply and vividly revealed, then the social responsibility of such advertising is to give viewers the opportunity to choose how to solve this problem or react to it. Such advertising must be signed with telephone numbers, website, and other contacts so that viewers can react to it and express their attitude to the described situation. So, in an advertisement about orphans, the video often ends on a bear left on a bench. Such advertising fills viewers with guilt and a strong desire to adopt a child. Most of these impulse adoptions end up with people regretting what they did because they can't handle the adopted child.

First of all, it is necessary to make a reservation that the term "social advertising" is used only in Russia. All over the world, it corresponds to the concepts of "non-commercial" and "public" advertising. Hence the difference in the interpretation of the terms:

• “Non-commercial advertising is advertising sponsored by or on behalf of non-profit institutions and intended to stimulate donations, call for a vote in favor of someone, or draw attention to the affairs of society” [Cortland L. Bove, William F. Ahrens Contemporary Advertising 1995, 610].
• “Public advertising conveys a message that promotes some positive phenomenon. Professionals create it for free (it’s more correct to talk about the ethical position of refusing to profit). The place and time of advertising in the media are also provided on a non-commercial basis” [Wells W., Burnet J., Moriarty S. Advertising: Principles and Practice 2001, 800].

The following term is derived from current practice. We are talking about the widespread and most important subspecies of social advertising - state advertising. State advertising is the advertising of state institutions (such as the army, air force, tax police) and the promotion of their interests.

And, finally, the fourth type, which we consider the most relevant to the realities of our country, is actually social advertising.

Its purpose is the humanization of society and the formation of its moral values. The mission of social advertising is to change the behavioral model of society.

Tatyana Astakhova, one of the first researchers of social advertising in Russia, in the article " Good ideas they advertise in America” described the Western standards of social advertising, which were primarily oriented towards social advertising in Russia. “The phrase “social advertising” itself is a tracing-paper from the English “social advertising”. In the United States, the terms "public service advertising" and "public service announcement", abbreviated as PSA, are used to refer to this type of advertising. The subject matter of the PSA is an idea that must have a certain social value. Social advertising is often designed for the widest audience that is concerned about universal human problems: the fight against violence, nature conservation, the health of children (and society), drug addiction, AIDS. The goal of the PSA is to change the attitude of the public to any problem, and in the long term - to create new social values. The Russian analogue of PSA is the subject of our study.

Some analysts distinguish two more levels of social advertising:

2. Advertising that depicts the “image of the world”, designed to legitimize already existing or only proposed moral and behavioral norms. Thus, second-level advertising, for example, does not simply encourage the use of condoms (or not to throw trash past the bin), but provides an ideal picture of a “strategic” attitude towards life, in which the supposed right actions are built in as a logical element. Such advertising is more effective and interesting, but in Russia it actually does not exist. Domestic social advertising is still more "instrumental": it describes the action that needs to be performed.

The main participants in the social advertising market

Of course, it is too early to talk about the concept of the market, but the main players have already been identified - this is the state (including ministries and departments), non-profit organizations, politicians and political parties, and business.

If we have already defined state advertising as a subspecies of social advertising (see the definition), then the inclusion social motives it cannot be called social advertising in any way, although it mimics under it (social advertising is often more trusted). Therefore, the SPS advertisement of 2003, for example, "A well-fed soldier is the best defender" or a frank allusion in Chelyabinsk on the building of the State Duma in 2007 - "Call your relatives!" is, of course, political advertising with social discourse.

Do we need a separate law on social advertising?

Until recently, in discussions on this topic, there was a confident opinion that such a law is needed. However, opponents of the adoption of the law have quite strong arguments: it will only complicate the sphere of regulation of social advertising and demonstrate helplessness in managing processes in the social advertising environment in Russia. Indeed, in developed countries In the world there is not only a law on social advertising, but even the Law “On Advertising”, since there are no egregious precedents and constant violations in a sustainable advertising market.

By the way, the main confusion in the interpretation of social advertising is also that the term “social advertising” itself is not entirely accurate. "Social" is a word too ambiguous to have a precise connotation. "Advertising" is too commercial in our understanding. All major disputes and interpretations, including in the field of legislation, are also due to this terminological inaccuracy of the wording.

Having studied the situation with the legislation in the field of social advertising in the countries of near and far abroad, we, together with a group of experts, came to the conclusion that it is appropriate to make changes and additions to this legislation within the framework of Article 10 of the existing Federal Law "On Advertising" dated March 13, 2006.

Commercial and social advertising: similarities and differences

It is quite difficult to distinguish social advertising from other types of advertising. In order to analyze the features of social advertising in the most simple and accessible way, it is best to consider it in comparison with commercial advertising.

The purpose

Commercial: Market promotion of a brand / product / service.

Social: Humanization of society and the formation of its moral values.

Mission

Commercial: Changing the behavioral model of society from an economic point of view.

Social: Changing the behavioral model of society from a humanistic, social point of view.

Roles

Commercial: Marketing, economic, social, communication, information.

Social: Educational, educational, propaganda, communication, information.

Thing

Commercial: Product, service, object (company, brand).

Social: An idea that has some social value.

Types / types

Commercial: Consumer (trade and retail), political, image, address and reference, corporate, social (public).

Social: Non-commercial, public, state, social.

Goals

Commercial: Create awareness, provide information, convince, remind, influence a purchase decision.

Social: To draw attention to urgent social problems, to change the attitude of the population to any problem.

Similarities

Media.

• press (newspapers, magazines: advertising modules, texts, information notes - the so-called text advertising, information and advertising inserts, applications);
• polygraphic advertising (printed: books, reference books, booklets, leaflets);
• advertising in electronic media (on radio and television: commercials, spots, programs, sponsorship);
• film advertising (including ads before films on video cassettes, DVDs, in cinemas);
• outdoor advertising (neon, pylons, billboards, streamers, lightboxes, signs, signs, building decoration, etc.);
• advertising on the Internet (websites, banners, text advertising, mailing lists, conferences, chats, forums, bulletin boards, discussion lists);
• advertising in cellular networks (SMS mailing lists, info directories);
• mailing lists;
• advertising design of transport;
• holding various promotions and events (holidays, conferences, sessions, competitions, seminars, festivals, exhibitions, etc.);
• information sponsorship (in all forms and on all media);
• non-traditional types of advertising (some of them are highlighted above, as well as the design of points of sale, souvenirs, inflatable advertising, balloons, advertising on tickets, extracts, cashier's checks and much more);
• PR methods (although PR includes advertising and therefore the above points).

Differences

If commercial advertising pursues fairly obvious goals (informing about the release of a new product on the market, encouraging increased purchasing activity, changing consumer attitudes to a particular service or product, changing consumer habits), then the purpose of social advertising is to attract the attention of the general public to this or that other, usually problematic phenomenon public life. Most often, social advertising points to certain social phenomena: for example, a high level of drug addiction or prostitution, a low birth rate, a lack of attention to the elderly, etc. Government advertising may not be directly related to social issues, but may be engaged in the promotion of one or another public institution such as the armed forces. At the same time, the super-goal of social advertising (and state advertising as its subspecies) is not only to attract the attention of the audience to any social phenomena, but also to change the attitude of citizens towards them. For example, by advertising the armed forces, the state aims to change the extremely negative attitude Russian society to the army, to convince that service in the army is a sacred duty for everyone, work for real men, strong in spirit and body. That is, ultimately, to reduce the number of conscripts evading the army. That is why the mission of social advertising is to change the behavioral model of society. Today, it is this aspect that concentrates the main value difference between social advertising and political and commercial advertising.

Despite the fact that in all cases advertising is engaged in the promotion of something, the subject of promotion in the two types of advertising under consideration differs markedly. Commercial advertising promotes a product or service, while social advertising promotes social ideas and values.

2. Efficiency.

If the effectiveness of commercial advertising can be assessed on the basis of specific market indicators, such as the level of sales of a particular service or product, then the effectiveness of social advertising should be measured by indicators such as recognition by society of a particular social phenomenon and a change in public attitude towards it, formation of stable public opinion. In this case, one important thing should be taken into account: unlike commercial advertising, social advertising often does not bring quick results in the form of profit, material and moral dividends. Its effectiveness can manifest itself in a few years, and in a whole generation.

3. Target audiences.

Since social advertising aims to change the attitude towards various social phenomena of the entire population, the target audiences of commercial and social advertising differ accordingly. A specific commercial or poster is targeted at narrow circle consumers of the advertised product or service. Social advertising affects the whole society or the most active part of it, or those individuals who participate in making significant social, economic or political decisions.

• state,
• non-profit or public organizations,
• business,
• political factors.

And its placement should be mostly free.

Information the function of commercial advertising is the dissemination on a mass scale of information about a product or service, its nature, place of sale, highlighting one or another branded or brand. The information function of social advertising is to inform citizens about the presence of a certain social problem and draw attention to it.

Economic the function of commercial advertising is to stimulate the sale of goods and services, as well as investment. In social advertising, the economic function manifests itself in the long term in an effort to achieve economically beneficial results for the state, since the elimination of many social problems leads to the well-being of the state: the health of the nation, the receipt of full taxes in the budget. This increases the potential of the state and leads, ultimately, to profit. Thus, maintaining the personal health of, say, employees simply leads to an intensive production rate in the firms in which they work. The health of a nation is also determined by the fact that a strong nation can reproduce healthy children. It can also be added that increasing the working capacity of citizens leads to building the capacity of organizations and firms in which they work.

educational the function of commercial advertising provides for the promotion of various kinds of innovations in all spheres of production and consumption. The educational function of social advertising is dissemination, instilling certain social values ​​and explaining the problem, as well as, possibly, its source and solutions.

Social the function of commercial advertising is aimed at shaping public consciousness, strengthening public relations, and improving living conditions. The message of some advertising commercials can be masked by social discourse, that is, the argument for choosing a buyer in favor of a particular product or service will be its social utility. social function social advertising in the long term is aimed at shaping public consciousness, and its main mission, which we have already talked about, is to change the behavioral model.

aesthetic the function of commercial advertising is to shape the taste of consumers. Due to the fact that product advertising is created by talented designers, artists, directors and other people creative professions it can even become a work of art. Commercials that are brought to the level of art often win at international advertising festivals. But, unfortunately, they are not always functional. The aesthetic function of social advertising is also aimed at shaping the taste of the audience.

Practitioners' opinions

According to the materials of the round table of the magazine "Advertiser"

The Federal Law "On Advertising" (Article 3) states that social advertising is "information ... aimed at achieving charitable and other socially useful goals, as well as ensuring the interests of the state." Unfortunately, often social advertising is incomprehensible to those to whom it was addressed, it is done on a low aesthetic and production level and, most importantly, social advertising has problems with achieving what it was made for.

Issues for discussion:

• What changes and trends in social advertising in Russia and in the world can you note?
• Which of the social campaigns carried out do you consider the most and least successful and for what reasons?
• What specific ways do you see for making PSA more work?
• Experience of participating in the development of social advertising, examples of unsuccessful and successful, original solutions.

Alexandra Bogdanova, Marketing Director in Russia and the CIS, APC by Schneider Electric (Moscow)

I would like to note that now there are significantly more social advertising than, for example, 10-15 years ago. It is really seen and heard: billboards on the streets, in the subway, radio commercials, television stories. I attribute this to the fact that, firstly, during this time the country has taken another step in development towards building a society that seeks to solve social issues and secondly, people have become more susceptible to such effects. This is connected both with the development of the individual and with an increase in the material standard of living.

It is difficult to evaluate the success or failure of any campaign, since this would require official statistics on the "situation before and after", so I will give my subjective assessment.

Examples of campaigns that work well or poorly include the "Courtesy Code" billboards and a series of TV spots with celebrities about family values ​​and the adoption of orphans + billboards about caring for orphans ("Someone else's child can become a family"). It seems to me that the first campaign will not be successful, while the second, on the contrary, achieved its goal. The reasons for the possible failure of the first are the vagueness of the message, which does not contain a call to action and, secondly, the insufficient number of shields. The second campaign, on the contrary, evoked a response in the hearts of the people - this is evidenced by the increase in the number of children taken into families. I think that, in addition to the already mentioned development of society, this is the result of a competent PR and media strategy of the campaign organizers.

There are also funny examples: not so long ago, I noticed on the streets quite a bright advertisement of the city authorities "clean up after your dog." She was remembered, but the paradox is that even if she achieves her target audience(dog owners), it is unlikely to work. The authorities, apart from the call, have not prepared anything: in principle, there are not enough waste collectors in the city, and in places of mass walking of dogs there were none, and there are none - I don’t mean small fenced areas of 15x15 m, but equipped “wastelands”, mini-squares etc. I think that the people who organized this action simply approached the issue formally, without analyzing the situation.

It seems to me that the key to the success of social advertising is, first of all, people involved in organizing and conducting campaigns, who are not indifferent to the problems of a person in society, as well as the presence necessary resources, competent media planning and non-standard approach in the implementation of such projects.

Lyudmila Gindulina, director of the company "Two Lions" (Novosibirsk)

Alexander Laskin, member of the international union of Internet figures "EJE" (Novosibirsk)

In order for an advertising social campaign to be more effective, it is necessary not only to place it on billboards outdoor advertising and layouts in the press, but also do not forget about the Internet. An advertising campaign will be much more effective if it takes place offline and online at the same time.

What is the best way to do this? So, we need to plan an advertising campaign for one reason or another. The first thing we need to do is determine what groups the target audience of this advertising campaign is divided into. Secondly, we need to understand where these target groups can meet us both online and offline, and it is in these places to advertise. In the case of the Internet, this place may well be even individual sections of a site.

We cannot say how effective is the placement of the site address on the social advertising board. As a rule, the sites indicated on such advertisements have non-obvious, not "lying" immediately on the usual associations and therefore hard-to-remember addresses. For example, sbersvet.ru, pravdd.ru, ugrozenet.ru, etc. Even if a person, having seen such an advertisement on the street, becomes interested in information, by the time he reaches his home or work, he will simply forget the site address he saw.

In general, we get the feeling that those who plan social advertising campaigns are simply earning money from the state or sponsors, not caring about the effectiveness of the campaigns themselves. Sites dedicated to social issues are not so easy to find on the Internet. We are not talking about using search engines now. Like outdoor billboards, social site banners should appear on the most popular, highly visited portals.

So, on the main page of the Novosibirsk city site, out of 15 banners, there is not a single social one. And Novosibirsk, like any metropolis, has a lot of social problems. The attendance of this city site is 60 thousand unique visitors per day. And, for example, the attendance of the website of the Regional Center for Family Forms of Child Care is 20 people. There is a difference. And surprisingly, on this social site there is a section "Friends and Partners" with a list of commercial companies, including their name, logo, link to the site. However, none of these sites have a backlink or banner.

On the one hand, leaders public organizations one should take the initiative, establish cooperation with visited Internet resources not only within the same city. On the other hand, the social responsibility of business, about which the authorities talk so much, should be extended both offline and online.

Victoria Danilova, world marketing theorist, seller of ideas, candidate of sociological sciences (Pyatigorsk)

In general, analyzing the domestic social. advertising, I remember campaign posters Soviet years. Remember Bulanov's photomontage poster "Dad, don't drink"? Simple, concise and surprisingly terrifying. And what about the work of the ISORAM artists “Remember, when you drink, your family is hungry”? They could, they did! Are we running out of talented artists? Or maybe we have become more indifferent and someone else's grief does not bother us?

I once had a chance to participate in the city competition of social advertising. The first prize is the recognition of the author and his work, followed by the placement of advertising - what young and ambitious people need. I chose the problem of the number of abortions in our country. I went to women's consultations, talked with gynecologists, with women who decided to take this step. It turns out that the majority is not afraid of the consequences, but of the pain of the upcoming operation, but anesthesia saves from it. In general, as such, there is no fear. Have you heard the theory about the genetic memory of every cell in the human body? These memories are stored and transmitted by billions of cells. And, of course, the female body remembers how a new life was born inside it, how all resources and forces were directed to the preservation of this new life, and how this life was killed in one day. These are not my fantasies, no! Anyone who is interested can find a lot of information on this subject on the Internet. The female womb holds the memory of the life and death of the embryo, of every abortion, of the pain she endured. In fact, by killing the embryo, a woman creates a graveyard within herself. That was the idea of ​​my poster - "The Cemetery Within Yourself". I was not given a designer and was excluded from the competition, citing the fact that such a banner cannot be hung on the streets of the city.

Vladimir Evstafiev, Vice-President of ACAR, Chairman of the Commission of Experts, President of CJSC Ima-press (Moscow)

Talk about the fact that social advertising has the opposite effect, are, forgive me, amateurs, in whatever positions they may be. First of all, it is necessary to understand what social advertising is from the point of view of communication. If it is defined by law as information, and it can be banned or allowed by officials, this is one thing. And if we call it communication or marketing communication that has a social meaning - that would be quite different. In social advertising, from the point of view of marketing, the message is already embedded. In commercial advertising, we must give maximum information, but in social advertising, it seems to be compressed. But at the same time, I believe that you should approach the creation of social advertising in the same way as the creation of commercial or political. That is, the result should be good publicity. If I came up with advertising, then first I must clearly understand the audience, that is, segment it. Then you need to clearly formulate the goals and objectives of your advertising campaign. It should not be the goal of creating beautiful public service announcements simply because you don’t really want people to smoke. The task is quite different: to get people not to buy cigarettes, or smoke in certain places, or smoke less, or stop smoking. Abstract goals should not be! Therefore, the problem of the inefficiency of social advertising lies in the lack of professionalism not of those who create advertising, but of those who launch it without testing. If the so-called creator came up with the most beautiful advertising, and higher-ranking people began to attach it somewhere randomly, it will lead nowhere. If you test it, check it in a focus group, understand how it works, you will not have any errors. And then the question that the call not to smoke encourages people to take a smoke break will be removed from the agenda.

There are many scientific studies in which various options for evaluating the effectiveness of advertising messages have been thoroughly worked out. In social advertising, this is very difficult to do. For example, let's take a look at a specific call not to drive drunk. From the standpoint of social marketing, everything is correct, the audience is clearly defined, the means of communication too. Never before has an anti-drunk-driving ad encouraged anyone to get drunk and drive. Here everything is without errors. But how do we evaluate its effect? How do we measure how many people, drunk, did not get behind the wheel? It is very difficult to calculate, but you can think of something else. For example, find out how and how many lives we saved on the roads. Recently I watched a terrible program about a girl who was hit by a drunken traffic police officer. And his own, the winner of the competition of the State traffic inspectorate in some city. How do we calculate this? There are ways to do this, I assure you, they just need to be scientifically substantiated and developed. Advertising should become a science.

The first difficulty of social advertising is its financing. But even here there are elementary solutions: do not tax it or write off the profit from the enterprise, or something else. Find purely economic ways to encourage any manufacturer to become sponsors of social advertising. This is easy to come up with at the state level, you just need to attract specialists.

From our masterpieces of social advertising, I will cite the action "Children of Beslan paint the city", which was carried out by "IQ-marketing". You know that in the south people wear all black when mourning, but here the city has lost great amount residents, many mourned for life. And “IQ-marketing” invades this heavy atmosphere, brings there a lot of bright oil paints in jars with brushes and simply distributes them to everyone. Of course, everything was organized in advance, there were coloring books in the main square, various competitions were held, some children were prepared, but the rest were taken by surprise. Everyone received as much paint as needed. If you want - paint, if you want - take it for yourself, if you want - paint the fence, it doesn't matter. I know that then they painted cars, some kind of cow, but in the end the city changed, it acquired bright rainbow tones - this is brilliant. It is clear that the grief of a mother cannot be drowned out by a red-yellow wall or a cow, but you can defuse the atmosphere a little.

Each Cannes Advertising Festival features at least 20 striking social ads. The last one had a commercial where the same boy of 4-5 years old was first made up as a boy from the lower strata of society. He sits on the sidewalk with his legs dangling over the road. Everyone passes by, ignoring him. And another time, the same boy, dressed in a nice nice suit, clean, combed, sits on the same sidewalk, dangling his legs, and a crowd of people immediately gathers and asks: “What happened? Boy, where is your mother? Why are you lost? Question: why do we treat different children differently? ..

Roman Kozlov, head creative team NEWTON.PR&COMMUNICATIONS (Moscow)

In world practice, advertising that is commissioned by public organizations (for example, social support funds and environmentalists) is radical and bright. Because agencies throw their best creative forces at her, hoping to get a festival product. And a significant part of the exhibitors of the same Cannes are "social", and they often receive serious awards for it.

And the customer, in turn, gaining a discount or even free services, gives creators more freedom than companies promoting another chocolate bar.

There are no serious customers of social advertising in Russia yet. There are the same Greenpeace and WWF, but they don't make the weather. And state institutions in general still understand frontal propaganda as social advertising. The level of competence of the state customer of the "social program" until recently stayed somewhere in the 80s.

Accordingly, there is no understanding that information aimed at achieving charitable and other socially useful goals can be broadcast not only through direct advertising. Moreover, advertising is much inferior to other communication tools in creating a trusting relationship with the recipient of the message.

A social campaign in our time should be integrated, based on the principle of TTL. The addressee should be involved in a system of specific actions, and not just nodding his head in response to the statement from the screen in the spirit of “stop corruption” or “HIV affects everyone”.

Although the campaign “StopAIDS: Affects everyone” is an example of a good “social program”. It would work great accompanied by, say, BTL and events. It is safe to say that this would significantly increase the number of people tested for HIV.

Vladimir Korovkin, general manager DDD agencies FCBi (Moscow)

The main problem of social advertising in Russia, in my opinion, is disbelief in its viability. It almost never has clear funding and goes either to replenish the agency portfolio or to solve some political problems of customers. I have never met a brief that would set extremely understandable and measurable performance indicators, despite the fact that it is not difficult to do this in the “social sphere”. “Reduce the percentage of smokers by…”, “Provide… referrals for early cancer detection”, “Reduce the number of accidents involving drunk drivers by…”. Until customers and creators of social advertising begin to think in such categories, nothing will change. By the way, social advertising is a rare example of authentic Russian word creation in advertising – this term is not used in any other developed market. The English version of "PSA - public services advertisement/announcement" is good because it clearly indicates the ultimate beneficiary - the public. Who serves social advertising - a mystery. Society? Do any of us consider ourselves a member of society at the household level?

By the way, not all advertising paid by the state is social. In the US (and even more so in Canada), the government is a big advertiser. Here are the main topics of the campaigns: attracting recruits to the army and navy (not “social”, just a large-scale recruiting campaign), promoting postal services (a regular grocery campaign), etc., etc. From the PSA area, only a large-scale long-term campaign comes to mind forest fire prevention work (Smokey Bear). By the way, none of the Russian campaigns suffer from longevity, which is not surprising, since the task of the creators is usually to provide another fruitless attempt to excel in Cannes.

Viktor Tamberg, Managing Partner, Tamberg & Badin (Moscow)

Social advertising has become more - this is an obvious trend. The second trend, which naturally follows from the first (due to the growth of advertising noise, it is necessary to more actively fight for the attention of the viewer), is embodied in the fact that social advertising is becoming more cruel. In Russia, this is not so noticeable, but the West, with its struggle for the rights of women, minorities and the environment, is already falling into insanity and immorality, frankly shocking the viewer. And to no avail. In Russia, programs are marked, advertising is done, but everything results in empty air shaking and the development of budgets.

The most interesting and successful I would call the WWF advertising wildlife. Actually, of all similar organizations, I would generally call WWF having the most intelligible and competent strategy in general, which is also reflected in advertising. What needs to be said in advertising (including social advertising): here is the problem, but here is the solution. WWF advertising campaigns speak about it. The bulk of native examples - about the family, tolerance, etc. - are seen as simply the development of the state budget and do not imply an assessment of effectiveness.

Social advertising is the same advertising, and it “sells” in the same way, forms a certain idea. Only this view is not associated with specific products / brands, but with social changes. How are these changes formed? It is necessary to convey to the viewer how it should be, how it should be. To enhance the effect, you can and should identify the problem: how it is now, how bad it is and what should be changed. But the output must be shown. The consumer must understand what and how to do in order to solve the problem, which in this case is in the social field. Instead, advertisers either talk about nothing at all, or fall into intimidation, showing all social ulcers and diseases. Thus, the viewer was frightened, but they were not told what to do. The viewer in the end will only be protected from such information and will not change anything.

The lack of an adequate advertising theory has another consequence - the lack of criteria for evaluating social advertising. If product advertising can be compared with the dynamics of contacts, sales and other numerical criteria, then what to do with social advertising? It is impossible to check, because it is a black hole where any budget can go. However, knowing what the goal is, you can check the "social program". Social advertising in a new way formulates some social representations of a certain group. Accordingly, it is quite possible to check the consolidation of these values ​​in the course of relevant research, after which it is possible to draw a conclusion about how efficiently the money is spent. These two parameters - understanding what needs to be changed in the public mind and checking these changes - will ultimately allow you to create a fully functional social advertising. Without this, social advertising is considered and, probably, will continue to be considered only as a way to line one's pocket (in our country) and as intimidation of the viewer (abroad). And until this approach becomes the norm, nothing will change.

Maria Tereshchenko, Executive Director of Brand Action Group (ANCS Group) (Moscow)

The main trend is that more funds have been allocated for social advertising, and, as a result, its quality and quantity have increased. Although the most successful campaigns are still the "intimidate" campaigns: anti-tobacco, anti-alcohol, compliance road traffic, AIDS, etc. If there is nothing to scare, then the advertisement turns out to be inexpressive and often not very clear.

Of the latest campaigns I have seen, the most memorable for me was a series of videos about traffic safety (//www.bezdtp.ru/social), where the problem is quite clearly and clearly shown. The videos leave a strong impression and draw attention to the situation they describe. Also a few years ago there was a pretty good campaign to combat smoking among teenagers. I really liked the idea: the ads did not frighten the consequences of smoking, but demonstrated that not smoking is really “cool”.

The main problem of the low effectiveness of social advertising is that it is extremely rarely done according to all the rules of advertising science (audience analysis, brief, tests, etc.). Most often this is due to budgetary constraints. And do not forget about media placement, because it plays a significant role in the success of the campaign, and prime time or A-sides are rarely given for social media.

Natalia Tsebers, Project Manager, Russian Representative Office of Z-CARD® (Moscow)

There is more social advertising in Russia, the subject has expanded, but there are no qualitative changes. I would like more interesting, unusual advertising using non-standard approaches and media, with a clearly adjusted target audience, a calculated effect and constant monitoring of effectiveness. There is nothing of this yet.

What we can observe today is often done in free time from the main work. There are no people who specialize in social advertising, but meanwhile we understand that there are subtleties and nuances here. There is no complexity either, a competent creative can be ruined by improper placement and vice versa. Nevertheless, the Russian advertising market is developing, and we hope that all existing problems in the field of social advertising will be gradually resolved.

Speaking of successful social projects, I immediately remember one of the Western advertising campaigns. It was aimed at increasing the caution of car drivers near schools. On the windshield of the car was pasted the image of a downed child, bleeding. The slogan read: "Slow down as you drive past the school." I don't really know anything about the quantitative results of this campaign, but I think they were impressive. Here we see a clear statement of the task, an adequate choice of the target audience and a bright creative that affects people's emotions.

I fondly remember the Call Your Parents campaign in the 1990s. A series of videos encouraging people to take a concrete simple action - pick up the phone and dial a number - ultimately served to strengthen the institution of the family.

Many social campaigns are doomed to failure precisely because they do not motivate for specific actions, but only draw attention to some social problem. As a result, everyone knows about the existence of the problem, but still does not know what to do with it. Another mistake is blurry content calls with ill-conceived visual design. For example, now in the Moscow metro there are billboards “Say NO to cigarettes”, where the word “no” is very appetizingly laid out from cigarettes and causes a frank desire to smoke.

A non-standard approach in social advertising is a huge problem, as it requires the investment of additional resources. If the placement of social advertising on standard media is provided for by law, then the situation with non-standard media is much worse, and one cannot do without targeted funding.

Works great on social topics viral marketing. At minimal cost, significant results can often be achieved here. For example, a picture or photograph distributed via the Internet is selected as a carrier, the content of which should “hook” a person. If this happens, he will send it to a friend, and so on down the chain. Another option is to disseminate information through blogs. In any case, the main task is to create a message that will certainly affect the emotions of a person. Not everyone decides on some kind of shocking advertising, many continue to write and draw platitudes, but in vain.

Product placement in social advertising is also a very interesting topic. Actually, the entire cinema, TV programs are a solid social product placement. It just works sometimes in the wrong direction. But if the heroes of the films began to consciously act for the benefit of social goals, it would be interesting.

In the UK, so-called SOS cards are very common - these are hot phone directories, various safety instructions, etc. They exist in a variety of areas: from fire prevention to recommendations for safe online communication. Such products owe their success to an advertising medium that allows you to store this information in your pocket or wallet and refer to it repeatedly. With a competent approach, such a product will not only be carried in a wallet, but also shown to friends.

Representatives of the British police handed out small pink handbags to girls in nightclubs. In fact, these handbags turned out to be nothing more than a public service announcement that told the fair sex about safety rules that said: “Do not walk alone through dark alleys! Don't drink too much alcohol! Shout loudly “Fire!” If you are attacked…” In combination with the tipsy young ladies depicted there, the advertisement made an indelible impression.

And recently we made a Z-CARD® for the StopAIDS campaign. It was a joint action of several organizations: some developed the creative, others printed it, others provided condoms for insertion, and others ensured distribution. It all started, it would seem, with a trifle: we noticed that the condom fits the size of a credit card, and we made a corresponding sample of an advertising medium with a pocket. And it ended with an alliance with the Transatlantic Partners Against AIDS (TPAA) and Independent Media in the form of Men's Health magazine and the release of social advertising in a quarter of a million copies. This is how a big idea grew from a simple idea social project. I want to say that when there is a good idea for a project, it becomes not so difficult to interest partners even on a non-commercial basis.

Alexander Chumikov, General Director of the Agency “International Press Club. Chumikov PR and Consulting”, Doctor of Political Sciences, Professor (Moscow)

The general message today is that social advertising is not clearly aimed at its audiences and is ineffective. Social advertising is no different from any other. It is designed for a specific target group and is designed to solve some problem. In order to get into this group, advertising must first be researched and tested. And if testing is carried out when promoting a product for sale, then this is not done in the case of social advertising. There are good logos, posters, sites that win prizes at some international festivals, but many of these sites have dozens of traffic, in best case hundreds of people. Drawing beautiful social advertising from the point of view of aesthetics is very cool and good, but what then? Missing the target audience.

What other important layers are not affected by the state in social advertising? This is a fight against drunkenness, which, by and large, has not yet been reached, since state projects on alcohol will start in 2010. And the second major problem- the fight against smoking. It came down to tobacco. This year, Russia joined the World Health Organization Framework Convention on Tobacco Control, albeit after 150 countries had done so, that is, very late. Joining the convention provides for a number of measures, including social advertising, starting with the image on cigarette packs. And it became clear that if earlier they said “smoking is harmful”, today we need to move on to some more complex things. Analyzing the experience of other countries, we need to monitor what works in general and how it works, and then adapt this experience to our realities. So far, the movement is not on the part of the state, but on the part of public organizations, and it is quite progressive. Next up is alcohol. So far, everything is limited to a baby begging "Daddy, don't drink." This is already better than “drinking is harmful” and “smoking is harmful”, “a drop of nicotine kills a horse”, etc. Within five years, tobacco advertising will be completely banned, it will no longer be on television, just as it is not in newspapers and on the streets. Only advertising in glossy magazines and the subway remained, but soon it will not be there either. Cigarette advertising will be completely banned.

We need to move on to other, more effective measures. Indeed, in the field of commercial advertising, everything works very well, because no one will waste money in vain, it is necessary that sales grow. And they grow as everything is measured and tested. It should be the same with social advertising.

After such monitoring, the launch of advertising campaigns immediately begins, during which families of four are shown along with the father. By the Day of the city, posters appear, representing a whole series. Images with a seamstress, a turner, a locksmith, a milling machine operator, a driver, etc. are hung in the capital. This is a pure “social program”, this is a demonstration that such people exist, that there is respect for them. But the performance is awesome, of course. There is a smiling man in a helmet with the signature "foreman", but this is outdated, non-dynamic and therefore unintelligible, does not affect anything. And why? Again, because the writer pees and the reader reads. Because there is a task, there is an idea that a designer or photographer brings to life, but in the end all this is not tested.

During development corporate identity Years of the family considered three options for top level for Moscow and for the country as a whole. All logos have 1 + X children instead of the previous one! It is very important to visualize such moments. Before we got to visualization, colossal research was carried out directly in Moscow, research on the image of the family in the mass media, and only after that the work on the logos began. The same approach was used in the development of the presentation calendar of the Moscow government. In pictures, it was important to get closer to people. There will be no calendars hanging on the wall with other people's foreign families blurring in a smile. It was impossible to make calendars with famous people, because for someone a particular person is an idol, and for someone - an object of hostility. As a result, we thought of involving philocartists who collect collections of postcards. But that was only the beginning. We went through the stages of socialization, got into target group first with general symbolism, its encryption in different fragments, and then the most interesting thing had to begin: in response to our actions, ordinary people had to respond. I very often remember “Operation Y”, where there is a playful phrase “Do you think they gave me 15 days? They gave us 15 days!” This is the most important thing. Therefore, we held the contest “Moscow. Family album where they implemented this engagement strategy. Muscovites sent us their photographs, which they could then see at the exhibition. We held a competition, organized an exhibition, and now these photographs are roaming around Moscow. The winners were chosen in three nominations - "Family History", "Young Family" and "Family Nest". Both professionals and amateurs participated in each nomination. Fans are more important for solving the problems of social advertising. A professional takes pictures of everyone and looks at the frame like a photograph, while an amateur takes pictures of his family and looks at his family. Several thousand people took part in our action.

It is wrong to say that within the framework of the Year of the Family, social advertising will be the dominant factor in increasing the birth rate. Imagine that, on the one hand, you saw 10 social pictures, and, on the other hand, you were assigned maternity capital. Pictures will have a stronger effect on the consciousness of a wealthy person, and for people of a lower social status more important, of course, capital.

Now we are conducting serious anti-tobacco projects. The state is not doing this yet, so our programs are focused on journalists. In general, a social anti-tobacco campaign can be carried out in four ways: medical advertising (“scarecrows”), ironic advertising; advertising that encourages smoking cessation; advertising tobacco lawsuits Cigarette packaging is one of the important points smoking control. The State Duma has not yet adopted a tobacco regulation that fixes how much space social (anti-tobacco) advertising should take up on the packaging.

And the inscriptions “lights” that exist to this day on the packages (and in the draft regulations) are real tobacco (anti-social!) advertising.

There is one very sad fact: up to 5% of people can quit smoking on their own. Under the influence of substitutes (tobacco-containing chewing gum, plasters) - up to 10%, with the use of expensive drugs and methods - 20%. And the rest both smoked, and smoke and will not quit. They will no longer be affected by any anti-tobacco advertising. It is necessary to influence those who do not smoke yet. In our country, these are women and children - a layer, to a lesser extent than men, covered by smoking. Therefore, when we work in their direction with social advertising, it makes sense.

But raising the price of tobacco products would also have a good effect, which could reduce their affordability. And today, even the cheapest lunch in a cafe costs 100 rubles, and cigarettes cost ten times less.

It is important to ban smoking in public places. We are thinking about how to place in the form of social advertising the results of the latest research in Moscow chain cafes: people sitting in non-smoking places receive only a quarter less than the harmful dose that they would take in a smoking room. And twice as much as the one that contains air in the Lefortovo tunnel during peak hours ...

Definition 1

Purpose of social advertising is to change the model of social behavior. This is a peculiar form of impersonal representation and dissemination of various social ideas in society.

Social advertising performs strategic objective concluded in changing the behavioral model of society and creating new values.

Object of social advertising is a social product. It can be tangible or intangible. Intangible products include values, ideas, attitudes. They should influence the change in the consciousness of citizens and mass behavior. Social advertising is necessary to represent the interests of the state. That is why it is presented to a large audience, and not certain group.

Social advertising features

• economic function;
• social function;
• communication function;
• marketing function.

Types of social advertising

• non-profit, sponsored by non-profit organizations or charitable donations;
• public, which is used to promote a certain positive phenomenon;
• state, usually used by the traffic police, police, tax authorities and other social institutions;
• social, which is aimed at the humanization of society and the formation of new everyday and moral values.

Methods for implementing various types of social advertising

Remark 1

• combating threats and preventing their consequences;
• declaration of values;
• creation;
• psychotherapy of society, redemption of negative emotional states;
• social programs;
• educational programs.

The effectiveness of social advertising

Remark 2

The effectiveness of commercial advertising is easily assessed on the basis of specific market indicators, and the effectiveness of social advertising is measured by the recognition by the society of the advertised social phenomenon and the change in the public position towards it. At the same time, social advertising most often does not bring quick results in the form of material and moral dividends. Its effectiveness may be manifested in a few years or even in a whole generation.

The key to social advertising success- these are people who organize and conduct advertising campaigns, who are not indifferent to social problems, as well as the presence material resources, professional media planning and creative approach to the implementation of social projects.

The emergence and, accordingly, the development of social advertising 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 new system 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 public systems caused the aggravation of existing problems and the emergence of another - social. There was an obvious need for change. The instrument of such a policy was social advertising.

How social advertising was born

In the Russian Federation, social advertising as a type of informational promotional activities exists for more than ten years, in the countries of the West - more than a century. V Russian Federation in 1993 the so-called Advertising advice, it included both advertising firms, the media ("Komsomolskaya Pravda", "Trud" - print media; NTV, "Ostankino" - television companies; "Radio of Russia", "Europe Plus", "Mayak" - radio stations), and some public organizations - the Moscow Fund for Mercy and Health 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 print media, produce audio and video clips. The Council's basic position is based on a refusal to put its own brand on an advertising product.

How it looks

• Family relations in the "Children-parents" section. An example of a social in this section: "They grew up and forgot their parents. Do you remember? Call your parents."
• Family relationships in the "Children in the Family" section: "It takes a lot of strength to grow a flower. Children are not flowers, give them more love."
• Attitude to life: "These are bees. Life decided everything for them. We build our own life. Do not be afraid of change."

Members of the Council regularly hold thematic press conferences, organize the placement of information material in other media, conduct all kinds of presentations and excursions. They take part in special training for social sphere employees, in the implementation of social scientific projects, provide all possible support for the creation of public organizations, unions, clubs, actively participate in thematic days: Children's Day, fight against tuberculosis, Day healthy way 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 for the beginning of its activity was sending about the existence and activities of the union, but now the press service functions in several directions. Employees prepare and distribute press releases on the actions of the authorities on the achievements in the field of environmental protection, innovative technologies, environmental legislation and more. SES 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 contacting the union's press service. A significant step was the emergence in Russia of the Agency for Social Information. Russian authorities authorities and the media turn to his services. Since the advent of the agency in the life of society, you can now meet literally at every step an example of social advertising (as in public transport as well as 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
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: Youth Advertising Festival, 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 relationship between parents and children ("Call your parents") were named as an example of social advertising. 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 to be a necessity in shaping social opinion.

Social issues as topics or an example of social advertising

Everything 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 problems. So the poll came up with 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%);
• the problem of HIV-AIDS;
• protection of motherhood and childhood;
• environmental protection;
• formation of a national idea.

In this way, best examples social advertising in Russia are those that are issued on paper, in or other options and are put on public display in places where people are most congested.