Social advertising is a type of non-commercial advertising aimed at changing social behavior patterns, drawing attention to the most topical issues society and its moral values. Mission social advertising- changing behavioral patterns in society.

The main customer of social advertising is the state, since it, by virtue of its inherent functions, should be engaged in social policy. Also non-commercial or public organizations may also be interested in placing social advertising. Another advertiser - it's not strange commercial organizations. In this case, social advertising, as a rule, is a component of their PR strategy aimed at establishing favorable relations with their target audience.

Social advertising in Soviet times was political in nature, it was not particularly diverse, it was politicized, but, according to experts, it was of high quality. Social advertising at that time was used to perform information, image, communication functions. A special role was assigned to the tasks of propaganda and education, which were among the most important in Soviet times.

Starting from the 1920s, the main themes were war, the fight against dissidents, hunger, the ideas of communism; its carriers were posters.

At the end of the 1950s, a political thaw came, and the direction of social advertising changed a little - it became less ideological, and it began to correspond more not only to the needs of the party, but also to the citizens themselves.
New topics have appeared: a healthy lifestyle, physical education and sports.

Since the 1990s, life in Russia has been saturated, on the one hand, with an avalanche of democratic elections, many of which were held for the first time in our country, and on the other hand, coincided with the most difficult, crisis stage in building new economic relations. During this period, social issues: unemployment, non-payment of wages, pensions, social benefits, illness and even hunger - became the number one problem for most Russians. The time has come when these problems come to the forefront of the advertising space, becoming an independent type of communication. The theme of the fight against drug addiction and AIDS, smoking and alcoholism, prevention of emergencies, domestic violence, duties of citizens and their rights, abortion, personal safety of citizens.

Modern carriers of social advertising are such media as the press, printing products, advertising in electronic media (on radio and television), outdoor advertising, advertising in the network, advertising in cellular networks (SMS mailings), mailing lists, advertising design of transport.

The role of social advertising is undeniably very important. It awakens in a person the concepts of morality and morality, pushes for reflection, makes them act, draws attention to the most significant problems and encourages everyone not to remain indifferent to their lives and the lives of other people.

Creating social advertising that can evoke a response in a person is a very difficult task. After all, the idea of ​​social advertising is to change a person, and this, as you know, is not easy. In this sense, commercial advertising attracts more attention. Selling is much easier than trying to improve the world.

Social advertising on present stage development takes only 1% advertising market. But this does not mean that the need for it is just as small. On the contrary, according to the results of a study by the Union of Social Advertising Creators in Russia, 72% of survey participants have a generally positive attitude towards social advertising; 44% believe that social advertising can influence the solution of society's problems, and 68% of respondents even criticize the state for poor promotion of national values, primarily spiritual and moral.

On this basis, the question arises why the place of social advertising is so small.

• Lack of a clear regulatory mechanism
• The quality of social
• Low awareness
• Taxation

Lack of a clear mechanism for regulating social advertising.

The Russian social advertising market is not developed because it is decentralized. Foreign experience shows that only in countries where social communications are regulated by special state or public institutions, they exist and work successfully. So, in Great Britain questions of social advertising are not regulated by the legislation. The advertising itself is ordered by the government and financed from its budget. The authorities are not trying to force the media to place public service announcements for free. For example, the BBC corporation has a specially stipulated clause in its charter on the placement of social advertising. In Russia, the social advertising market is practically not regulated. the federal law"About Advertising" contains a large number of gaps, being at the same time the only regulatory act, including social advertising.

Solution: complete improvement of the legislation on social advertising.

The quality of social advertising.

According to the general opinion of professionals, most social videos, in terms of creative implementation, cannot be compared with commercial advertising. The state forces advertising agencies and the media to work on the creation and placement of social advertising for free - therefore, they receive a low-quality product. In Russia, there is no special coordinating body in this area, no policy, no specific program.

Low awareness of social advertising, as a result, its low effectiveness.

Ministries order advertising campaigns extremely rarely and unsystematically, because there is no clear idea what topics and to what extent should be covered, first of all, nor money for production itself. Often, social advertising in Russia often cannot reach its addressee.

Solution: motivation of advertisers and in general any organizations to place social advertising. For example, to hold any annual competitions on various topics of social advertising, pay bonuses for orders, create and place it.

After analyzing the law on advertising and the Tax Code, I identified the following problem. Placement of any advertising (including social) is a service. And the provision of services in Russian legislation is defined in the Tax Code 38 and 39 articles, therefore social advertising is an object of taxation.

The problem of taxation

In terms of social advertising, there are two taxes - income tax and value added tax. With regard to VAT, there is one caveat that the media tends to forget: we have a special exemption for charitable activities. Article 149 of the Tax Code says that gratuitous provision of services as part of charitable activities is not subject to VAT. If social advertising falls on this purpose, then VAT is not paid. But if not, then there are negative consequences: the irreversibility of paying income tax and VAT, despite the fact that there are no cash receipts from social advertising.

Solution: Amendments to the legislation concerning taxation were prepared. They include a special exemption for social advertising VAT, when services for the creation and distribution of social advertising, regardless of whether it is a charitable activity or not, will not be subject to VAT. Amendments to article 25 on income tax provide for exemption from taxation of conditional income from services received free of charge and property rights related to transactions related to charitable activities and social advertising.

From all this we can conclude - social advertising should be increasingly introduced into our lives; it is necessary to create special institutions that regulate social advertising, set its main trends, illuminate the most important topics. Some remuneration for this type of activity should be introduced, and not forced to work for free agencies. It is imperative to increase the share of social advertising videos on television, as this is the most effective source of its coverage. I believe that this type of advertising (especially in the form of videos) is able to influence the culture of our country more than anything else.

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If advertising is thought out, then it interests consumers and is remembered for a long time. Social advertising informs the population about the problems of society, environmental problems, and warns of dangers. Consider examples of such advertising and identify the one that can be considered the best social advertising.

The best social advertising in the world: 20 examples

1. telephone wall

1. The slower the better

1. Speed ​​kills

The slogan "Speed ​​kills" is often used during advertising campaigns. Advertising agency Western Cape Government chose the right image for the slogan.

1. Do not be rude to others

In French public transport, the organization RATP, which runs it, has placed an advertisement of a social nature, which calls for respect for other passengers.

1. Feeding the hungry is not as difficult as it seems

1. Stop the Violence: Don't Drunk Drive

1. It is impossible not to approach such advertising

This garbage collection method is very original. Its author is English company Hubbub. The essence of the project: advertising materials contain calls to vote on a certain topic by placing a cigarette butt in one or another container.

1. Your child eats the same as you

The social network was created by the Paim creative agency commissioned by the Brazilian Society of Pediatrics (SPRS). The posters clearly show that unhealthy eating habits of mothers can cause health problems in children.

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1. No kid wants to be fat as an adult

The American agency LatinWorks (Austin) raises the problem of obesity in its social advertising. It shows that obesity is an obstacle to achieving your goals.

1. What you spend in two minutes, she can live for two days

At the initiative of Colgate-Palmolive launched a campaign calling for saving water resources.

1. Brand logos take on new meaning

The Creator of Mozambique Fashion Week PSA Calls for Refusal of Fur Coats and Others fur products, using elephant bones and rhinoceros horns. Although it will not affect poachers, it can make buyers think.

1. think for two

1. Toys against child labor

The social program of the Portuguese company APAV demonstrates the performance of various tasks with toys. There are many children in the world who are forced to work. A teddy bear as a seamstress, a Teletubby as a shoe shiner make you seriously think about the problem.

1. When you see tuna, imagine a panda

1. Phone conversations while driving are not allowed.

In India, Mudra Group created a public service announcement showing the importance of being careful on the road. It urges not to be distracted by telephone conversations, as they can cause a serious accident.

1. Likes don't work

1. Buckle up, save your life

1. Drank? Choose who will take you

1. premature end

This social program warns: "The life expectancy of smokers, according to statistics, is 15% less."

1. Romania against pollution

Best Social Ads: Videos That Make You Think

A very effective way to set a good example is to create a social ad in video format. Below is a selection of the best social media promotional videos that shock and make you think.

1. Campaigns against smoking

A series of social videos produced by the Centers for Disease Control and Prevention (CDC) is called Advice from Ex-Smokers. In them, the heroine Terri tells how she prepares for a new day every morning after losing her teeth, hair and removal of the larynx due to throat cancer treatment.

These videos were created as part of the anti-smoking campaign in England. They show how the protagonist's tumor grows, what happens to the body under the influence of nicotine.

1. "Which of us is perfect?"

In Switzerland charitable foundation Pro Infirmis created social videos about people with disabilities. In one shopping center in Zurich, the fund's specialists replaced ordinary mannequins with figures of real people with disabilities.

The company came up with a slogan for itself: “Because who is perfect?” (“Which of us is perfect?”). About 13 million people from all over the world know about it.

1. Fight against heart disease

The PSA was filmed by the Swiss Heart Foundation. The video shows a love story with a dramatic ending. A man unrequitedly loved one woman all his life, and after many years he almost achieved the realization of his dream. The fund's slogan is: life can end very early as a result of a heart attack.

1. Video from Greenpeace

A video from Greenpeace demonstrates the effectiveness of sending letters and spreading information in the fight against the destruction of whales. This method is compared to being in an inflatable boat aboard a whaling ship.

1. Drunk driving

The most terrifying social network filmed in the toilet. The number of views of the video is more than 10 million. Those who have watched it will probably never drive drunk.

1. Social advertising against domestic violence

Video customer - social service Croatia. It is very convincing, as evidenced by its title: "Photos of every day of the worst year of my life."

1. Advertising against drugs

The social program from the Drug Control of Yakutia clearly shows what life can become if you start using drugs.

The best social advertising in Russia

In our country, social advertising has appeared recently. It should be noted that many domestic campaigns of a social nature are very interesting. In the Russian social sphere, an environmental problem is being raised, problems bad habits, diseases, drunk driving and many others.

In 2010, the project "Does it matter?!" was created. During the seven years of its existence, 38 campaigns were carried out in 72 cities. The campaign received a great response, touching the hearts of many people. This is evidenced by a summary on the project website.

A very bright campaign - "The trash has its own home", which was one of the first. News Outdoor and ADV Group jointly developed billboards that appeared on the streets of our cities in 2011. The posters depict bottles and cans asking to be "dropped home". The project was created with the aim to educate and support social activity, responsibility, to form an ecological worldview, to achieve a caring attitude and love for people. environment and places of residence. 2017 is the year of the environment, so ecological problems are also very relevant now.

The purpose of another campaign is to remind adults that every moment spent with their parents is very precious to children. As part of the Spend Time with Children project, posters were developed with the slogan: “Which card is more important?” and “What does your child look like?”.

The campaign "See a zebra - slow down" was also a success. The project was dedicated to the topic of pedestrian safety. The call to slow down in front of a zebra is accompanied by a demonstration of the sad consequences for pedestrians, which can be the result of driver inattention.

In 2012, the Federal Agency for Press and Mass Communications created social posters as part of the Get Reading project. The heroes of this social advertisement are the classics of Russian literature: Pushkin, Chekhov and Tolstoy. On the posters, they are depicted in sportswear and urge to "pump" themselves with books. The goal of the project is to convey to citizens that reading books is a serious matter that requires dedication, akin to sports. The relevance of this social network is due to the great popularity among young people of sports training. To implement the campaign, a music video for the song of the young rapper Fike was filmed on the Web.

Another noteworthy project is "Be a man". Its authors are activists from St. Petersburg. The government decided to place 150 posters in the city's metro.

Previously, social advertising created by bureaucratic structures was not figurative and effective, but now many government campaigns are taken to the quick. But these videos do not always resonate. About two years ago, the Department of Security traffic The Ministry of Internal Affairs of the Russian Federation and the Union of the Film Industry of Russia have developed a social program High Quality. But representatives of large channels considered the videos too cruel and naturalistic, motivating the refusal to broadcast them.

Places for placing social advertising dedicated to various problems of society are crowded places both indoors and outdoors (highway, subway, shopping centers, toilets). In our country, the effectiveness of social advertising is growing every year, it is becoming stronger and more topical, it makes you break away from endless affairs and think about the problem.

Best Social Ads 2016: Video that blows your mind

1. We are the superhumans

This video in the Internet space is already called the best in the category of social advertising for all the time of its existence. The British TV channel Channel 4 filmed the trailer for the Summer Paralympics. The heroes of the video - 140 athletes, musicians, dancers - show "superpowers". They overcome the barriers that are the result of disability, demonstrating the strength of the spirit of "superhumans". The video "We are the superhumans" is worth watching more than once.

1. How do you see me?

For several years in Italy, Coordown has been making a strong video for international day people with Down syndrome. In the 2016 video, actress Olivia Wilde became the heroine. She asks: "What do you see me?". People are influenced by stereotypes, so their attitude towards people with Down syndrome is determined by the external side.

1. 30 Millions D'Amis Foundation

This video contains a touching story about a dog abandoned by its owner. The purpose of the 30 Millions D'Amis Foundation video is to show that animals are not capable of betrayal. Unlike people. It's impossible not to cry while watching.

1. Social experiment by UNICEF

The Georgian company UNICEF conducted a social experiment. Most likely, his results in other countries would be the same. The reaction of people to a lonely girl of 6 years depended on her appearance. The experiment was stopped so that little Anano would not become even more upset.

1. Behind the leather

Animal advocates PETA have spearheaded yet another social experiment. In 2016, the British tried "dog milk" through their efforts, found out why sex with vegetarians is better. Employees of the organization beat a girl in a wool sweater and created special condoms for hunters. The action in the fashion boutique of Bangkok found the greatest response. The social video shows the reaction of people who saw the price at which luxury leather goods are obtained.

1. The DNA Journey

Momondo's viral video contains a story about the "journey of DNA". Attitude towards other nations can change to tolerant and humane when a person learns about his roots. Even the staged video made a lot of people think. I would like to believe that this social advertising touched the feelings and supporters of the "pure ethnos".

1. The World's Biggest Asshole

The author of the public service announcement about the "biggest asshole" is the American company Donate Life. A notorious villain after his death becomes a hero. The video serves as a reminder that 120 thousand Americans need help - they are waiting for donor organs.

1. hairy nosee

International environmental organization WildAid's GOblue released a video about how polluted the air is in China. Imagine that people need to adapt to the conditions they have created. Represented? Now look at what a country looks like, whose inhabitants have hairy noses. WildAid's GOblue talks about serious problems with humor.

1. I'm not asking to be a firefighter

Polish social advertising rarely appears in ratings. But this video, shot with a bit of humor, is very different from others. The Polish Foundation "Integration" employs people with disabilities. He made a video in which people with disabilities are trying to "put out the fire." Can they do it? Spoiler: they can be offered a more suitable job.

1. Still The Most Shocking Second A Day

In 2014, a social video about a girl from Syria "Most shocking Second a Day" shocked hundreds of thousands of people. The video is 1.5 minutes in which Save the Children and advertising agency Don't Panic were able to fit whole year a life full of fear and despair. After 2 years, a new video was created that tells about the life of refugee children. Its heroine is the same girl.

The best social advertising that appeared in 2017

1. Blauez Kreuz

Social network Blauez Kreuz was created in Germany, its goal is to show that alcoholism is a family problem. The posters say that the alcohol addiction of one of the family members pushes the rest into the abyss. “Alcohol harms not only them.”

1. Womanity Foundation

The Womanity Foundation has created a public service announcement reminding that sexual assault predates revealing outfits. Miniskirts, short shorts and T-shirts began to be worn only in the 20th century. A woman's dress code is not an excuse for rapists. The posters show retro clothing and violence in paintings or documentaries.

1. Innocence in danger

In Germany, Innocence in danger created a public service announcement warning parents that children can easily get information they don't need from the Internet. On the posters, children read magazines, the name of which speaks for itself.

In Georgia, WWF displays a bunch of grapes made from light bulbs on a poster. Social advertising warns: “What you sow, you will reap. Reckless industrialization has an impact on the soil.”

1. Global2000

The Australian company Global2000 in its social advertising shows that the result of global warming may be the extinction of animals. Nature has not created a guillotine for a polar bear and an electric chair for a penguin, but this does not make it any easier.

1. Beneva Foudation

If you are not attentive enough to children, then they will feel unnecessary. Beneva Foudation's PSA raises the issue of "homelessness at home" and encourages parents to spend at least 1 hour a day with their children.

1. Bates Chi&Partners

In India, they created a public service announcement calling for an end to domestic violence. Its author is the agency Bates Chi & Partners. The name of the campaign is #voiceforvictims and calls on women to speak out against daily abuse and violence. “If you are tolerant and silent, then this is only to your detriment.”

1. African Conversation Foundation

Social advertising was developed by the African Conversation Foundation. The disappearance of many African animals is due to uncontrolled poaching. There are fewer than 300 gorillas in Africa and fewer than 5,000 rhinoceroses. 35,000 elephants are killed by poachers every year. In a public service announcement, the African Conversation Foundation draws an analogy of slaughtered animals with balloons pierced by a needle.

1. Garde Manger Pour Tous

Created by advertising agency Cossette (Montreal, Canada) for Garde-Manger Pour Tous (GMPT), the PSA is concise. GMPT has been providing hot meals to disadvantaged schools for over 30 years for children from low-income families. The purpose of this social advertising is to attract potential sponsors to cooperate with the organization. The posters depict children with empty plates in their hands. Social media slogan: "Help us fill the void."

1. PAPYRUS

The author of this social advertisement is the British company PAPYRUS, whose activities are aimed at preventing suicidal tendencies among young people. PAPYRUS draws attention to the fact that young people are prone to suicide, often hanging out in social networks and not showing their depression to others.

Remark 1

Most Relevant social problems are:

• Lack or insignificant financing of social advertising;
• Low quality commercials
• Use of communication channels inappropriate for the target audience for the distribution of social advertising
• Decreased confidence in social advertising, in cases of its intended use

The ambiguous attitude to social advertising does not allow it to develop actively. The problem lies in the lack of funding for social programs and the need to apply to government agencies for help and look for sponsors or investors.

The next problem follows from the previous one. This is a problem of the quality of commercials and social messages, since, this free advertising and funds mass media forced to use cheap tools and means of advertising. As a result, we get bad quality ads.

Social advertising is usually usually presented at exhibitions, competitions or conferences, so the information does not reach the direct consumers of this advertising, ordinary citizens. For different social advertising, various information media should be used: press, television, the Internet, outdoor advertising. AT recent times television and the Internet post videos and social messages. But such materials are not always adequately and correctly understood by the audience.

In practice, there are cases of using social advertising for commercial and political purposes. This leads to a decrease in public confidence in her. Currently, there is an interest of citizens in the problems of society, which call for an increase in the volume of social advertising to reach a larger audience.

Prospects for the development of social advertising

Remark 2

The mission of social advertising is to change the model of society for the better. Therefore, it must constantly inform the population about social and social events, stimulate the activity of citizens, promote charity and help people cope with certain difficulties of life.

The results of various studies in the field of social advertising indicate the essential need for dissemination of information in the following areas:

• Propaganda healthy lifestyle human life (refusal of bad habits: smoking, alcohol and drugs)
• Environment protection
• Protection of animals, including the homeless
• Compliance with traffic rules
• Strengthening family values
• Problems of orphans
• Problems of the disabled and the elderly
• Prevention of serious and infectious diseases.

Crisis in social sphere forces to consider all possible effective communication tools in order to attract close attention

• o Firstly, a comprehensive technology for diagnosing, preventing and solving many social problems has not been developed.
• o Secondly, there are a number of problems and contradictions at the level of legal regulation of advertising activities.
• o Thirdly, there are no mechanisms for optimal interaction between participants in the social advertising market: customers, producers and consumers.

The production of social advertising is one of the elements social responsibility. The degree of responsibility in social advertising is extremely high, since advertising can have the opposite effect. When cars or food are advertised, if they fail, consumers will not buy them and companies will suffer losses. In social advertising, many topics that are touched upon are related to human life, especially advertising against AIDS, drug addiction, etc. In all Constitutions, human life is declared as the main value. However, at present in Russia there is still no state concept for the development of social advertising, one-time actions are not supported by significant state support.

There is not enough support for those agencies that deal with social advertising topics. There are no air placement privileges. As a rule, social advertising is placed in broadcast "holes". There is no need to talk about any media planning in the placement of social videos on the air at the federal level. Social advertising exists on a residual principle.

• o Nobody wants to do it;
• o nobody wants to pay for it;
• o no one needs it (social advertising).

At the same time, paradoxically enough, a fairly large number of enthusiasts take care of social advertising and organize all kinds of festivals and competitions. From an altruistic desire to make the world a better place, or from a desire to show oneself as socially oriented. Social advertising also comes to life during various kinds of national holidays, carrying out educational and pedagogical influence on the people. I do not want to give examples of this reckless waste of creative energy and government money. I would like to understand everything.

Before and after the revolution (1917) there was no social advertising. There was a promotion of all kinds of ideas from the monarchist to the communist. Until 1992, the ideas were moving forward, and then - as cut off. Well, it was not very clever to engage in agitation and propaganda at the time of the birth and development of capitalist relations. Thousands of high-class political propaganda specialists were left out of work. It was then that, apparently, social advertising was invented, as an antithesis to commercial advertising.

Think back to the early 90s. Learned people, and with them all others, sought to quickly renounce the old world and shake its dust off their feet. Forget propaganda as soon as possible and replace it where it is absolutely impossible to do away with the promotion of ideas (for example, in politics) with technologies for manipulating mass consciousness. The end of this phenomenon is known.

The state withdrew itself from the promotion of its own, state ideas, the society was left without an instrument of influence on its members. Social advertising has acquired the form that it now has. Moneyless and useless.

Sadly, not everything is as bad as it seems. It is enough to take a slightly wider look at the phenomenon of social advertising, to accept the promotion of ideas as the promotion of a specific product, and everything falls into place. It is enough to understand that commercial advertising promotes what can be sold for money - goods and services, and social advertising (if there is such a term, then let's use it without multiplying entities) promotes ideas.

We live in an informational, post-industrial society, whether we like it or not, which means that someone must promote virtual ideas that do not bring immediate profit. National idea, way of life, folk traditions. Important things, without which society turns into a crowd. Here, as in the construction of any communication strategy, no small things. Everything works to promote the idea. Toys and children's books, style of behavior and clothes, words of everyday language. If you think with an open mind, you can say “YES” to social advertising three times:

• o when the goal of promotion and the target audience defined;
• o when the ways and methods of promotion are clear;
• o when this work is paid;

then all the "NOTs" fade into the background.