Overview

Elena Topoleva, a member of the Public Chamber of the Russian Federation, notes that lately the interest in the topic of social advertising has not only decreased but also increased.

At the same time, according to her, non-profit organizations still do not always understand the issues related to access to TV channels for placing such advertising: today, only two TV channels — Zvezda and Public Television of Russia — are posted on the websites placement decisions. In addition, a serious problem remains the lack of clear rules on the placement of outdoor social advertising.

Elena Topoleva recalled that at the moment several state-level documents are being prepared, including social advertising. In particular, a large block of proposals submitted to the agenda of the upcoming meeting of the State Council of the Russian Federation concerns social advertising as an essential tool for promoting the ideas of volunteering, as well as tasks and projects implemented by non-profit organizations. The working group of the State Council on the development of volunteerism, the sphere of socially oriented NGOs and youth policy was headed by the governor of the Kaliningrad region Anton Alikhanov.

The social advertising sector is an important tool for shaping public opinion, attitudes and behavior of people, according to Kirill Rodin, head of the practice of information policy and communication technologies at VTsIOM. According to a sociological survey in 2018, social advertising is perceived by citizens as agitation, a call for some kind of action or information about social projects and issues. First of all, the respondents associate the concept of “social advertising” with issues of pensions, problems of society as a whole, as well as with the help of certain groups of citizens. The vast majority of respondents believe that social advertising is needed, but older people are skeptical about this phenomenon. According to the expert, this, in particular, is due to the fact that young people are more susceptible.

In recent years, the request for topics that could have figured in social advertising has changed significantly, Rodin said: if several years ago, among the first problems that social advertising should affect, respondents called drug addiction and alcoholism, then today the rating was headed by the topic of combating violence in family. It is necessary to treat social advertising with great attention, the expert believes. Rodin stressed that legislative changes aimed at restrictions show less and less return, and the potential of new changes is associated with the formation of positive motivation among people at the level of their value orientation.

According to the Agency of Social Information, at the conference "Improving the efficiency of social advertising in Russia" presented the results of the pilot project "LIME-accelerator" for the production of social advertising for non-profit organizations.

“During the project, commercials were created for six organizations that will be posted on Internet resources and shown on federal and regional TV channels,” said Dmitry Shelukhin, deputy dean of the Faculty of Communications, Media and Design at the Higher School of Economics.

“We are convinced that“ LIME-accelerator ”has every chance to turn from a pilot project into a conveyor for the production of high-quality social advertising. We are also thinking about applying new technologies in the production of future videos, ”he said.

Recall: in 2018, the Coordination Council for Social Advertising and Social Communications was established under the Public Chamber of the Russian Federation. The council’s activities are aimed at solving problems related to the creation and placement of social advertising. The council includes members of the chamber, experts on social advertising and social communications, representatives of government, foundations and NGOs, representatives of the media, social networks, universities, and sociologists.