Encyclopedia of Marketing. Social advertising as a special type of advertising

The phrase " Social advertisement" comes from the English. Social Advertising, translated means attracting interest in significant problems or phenomena. This is one of the types of advertising, the purpose of which is to change patterns of social behavior. In other words, it is a form of impersonal representation, a way of disseminating social ideas among society. They, in turn, should contribute to the humanization of society as a whole, and to the conquest of new peaks that are useful from the point of view of social life.

Social advertising uses the same means of development as commercial advertising. However, there is a difference between them related to the purpose of their use and application. Social advertising has an important strategic task, the essence of which lies in changing the behavioral model of society, and not only in relation to the subject of advertising, but also in creating completely new and complex values. The object of this type of advertising is considered to be a social product. It can be presented in tangible and intangible form. Such products most often include ideas, attitudes, and values. All of them should influence a change in the consciousness of citizens, as well as mass behavior.

Social advertising, unlike the commercial variety, is necessary to represent government interests. For this reason, it is not presented to a specific group of citizens, but to a large audience. The people who are part of it are in no way related to each other by social status, level of earnings, or activity performed.

Social advertising functions

1. Economic function. Any category of advertising has an impact on the economic phenomenon, and it does not matter what goal is set during advertising. It creates demand for a specific product or category of products. Social advertising has a great influence on the development of completely new ideas or procedures;
2. Social function. Thanks to it, with the help of advertising it is possible to consolidate the necessary values, behavioral forms, and interests in the subconscious of people. Of course, its sphere of influence is narrow, but it penetrates deeply into all layers of society, informing them and influencing them. Advertising information deeply affects the human subconscious, as well as the behavior of society as a whole.
3. Communication function. Its essence is to notify a large number of people about certain events or data. This is a specific form of notification, which represents an impersonal exchange of data. During its presentation, advertising not only informs about a certain subject, but also transforms all data into an image that is memorable to the consumer;
4. Marketing function. The main purpose of this function is to promote a certain value or information. In other words, social advertising can be considered as a set of means necessary for non-price stimulation, as well as the creation of interest.

These four basic functions apply to all types of advertising, but in addition, the social variety has certain aspects of its impact on society. This:

• It helps shape values ​​and standards of thinking. Thanks to its influence, mass traditions, as well as established habits, are consolidated and returned;
• Social advertising shows all human capabilities in terms of humanism, cultural values, and overall development. Its task is to create a desire to use and apply these opportunities correctly. As a result, it is possible to implement many changes that cause an increase in living standards;
• The main goal of this type of advertising is considered to be to influence consumer behavior;
• Among the techniques used in advertising when viewing it, there is an indirect method of influence. With its use, the level of consumer culture begins to increase;
• Social advertising has a great impact on human consciousness. She introduces new knowledge into him, with the help of which he can improve himself individually, as well as make his life better.

Types of social advertising

1. Non-commercial variety. It is advertising sponsored by non-profit institutions or charitable donations. Its task is not to promote a product or service, but to influence human consciousness. The ultimate goal is not considered to be profit or benefit, since the object of advertising is a non-commercial product. Despite this, for its distribution, it uses the same methods and techniques as the commercial variety. In contrast, non-commercial advertising has two goals. 1) impact on the behavioral model of society, 2) clear focus on a large audience;
2. Social variety. This type of advertising is used to promote a certain positive phenomenon. This message is created by professionals for free, it is an ethical refusal to make a profit. Thanks to the public subtype of social advertising, it is possible to influence a large number of people, create new social values ​​and idealize behavior;
3. State variety. As a rule, this type of advertising is used by traffic police infrastructures, police, tax forces and similar social institutions. Advertising promotes their interests and opportunities related to the activities they carry out. This is an existing practice that has a great influence on a person and his thinking in general. Ideas about these areas of life are changing, attitudes towards the relevant bodies are being re-evaluated;
4. Social variety. This is the most extensive category, as it has many tasks. Thanks to it, you can attract a large number of people to current problems or phenomena occurring in society. The main purpose is considered to be the humanization of a large number of people, as well as the new formation of everyday and moral values. This variety is divided into two more types. 1) advertising necessary to introduce and reinforce certain norms of behavior, 2) advertising demonstrating the image of the whole world. It aims to improve existing moral standards. For example, it describes not just the fact that one should not throw garbage on the street, but shows the whole overall picture, from which the consumer independently figures out and uses this.

Methods for implementing social advertising

Social advertising is a non-commercial area, for this reason it can be implemented and displayed in any form. These are mainly leaflets, banners, posters, postcards, badges, as well as many other paraphernalia. Social advertising can also be presented in the literary field, for example, writing a poem or short story.

The greatest impact can also be achieved using television commercials. In turn, they are divided into three categories. These include: staged videos, documentaries, and informational recordings.

The following areas are considered the most popular methods for implementing social advertising:

• Oral advertising, transmitted via radio. With its help, each person builds his own visual picture or image that has a positive effect on the human subconscious;
• Photography is also considered one of the elements of advertising distribution. Thanks to it, the text acquires greater authenticity, people develop a feeling of empathy for the image;
• Social poster– a remedy with deep historical roots. With their help, you can show the whole depth, the whole meaning of the problem;
• Leaflets are a specific genre and form of social advertising. They depict a photo along with text calling for a specific action.

The main topics depicted in social advertising are the following:

• Safe performance of life. The following goals are being pursued: maintaining cleanliness in the city, preventive measures against crime, and focusing on the development of urban infrastructure.
• Problems related to achieving equality, as well as social guarantees. This is used to solve problems such as respect for women’s rights, as well as the rights of older people, respect for elders, tolerance for people with disabilities, etc.
• Problems related to the environmental situation. This includes chemical safety, promotion of ideas directly related to the rational use of natural resources;
• Development of society in terms of education, change, change.

Social advertising topics and its application

1. Combating threats, preventing consequences, informing about good deeds and goals;
2. Declaration of values. The priorities are family, child, relationships of members of society to each other, career and happiness in personal life;
3. Creation. The desire to achieve an ideal state;
4. Psychotherapy of society. This topic is rarely used, only in cases where it is necessary to extinguish a negative emotional state;

• As a social program, the focus of which is to promptly solve many problems of society;
• As an element of the educational program, promoting issues of ecology, family, relationships within it, and many others.

• Formation of a specific, personal, but humane position;
• Translation of public priorities and values;
• Involving a large number of people to participate in the social life of the whole country and even the whole world;
• Humanization of the entire population, changing their attitude towards many objects and situations.

However, there are also some problems associated with social advertising that affect only government services and not consumers. This includes the financial side of the issue, since there are not always material resources for its production and further placement. In addition, social advertising can never be placed on one stand, leaflet, etc. with commercial advertising. And its last disadvantage can be considered the fact that it will not be possible to evaluate its effectiveness.

Customers of social advertising

Today, the main customers of social advertising are:

• Public companies. For them, social advertising is considered one of the methods for implementing their ideas related to social changes or the promotion of certain social values. Among all the advertising of this type that occurs, it is the advertisements of public companies that are most often encountered;
• Charity organisations. Their main activity is to provide assistance to people in need. Social advertising can help with this, which is why they produce it. The main direction and task is considered to be the collection of financial resources for needs;
• Government agencies. They use social advertising for their own purposes, the main of which is to create contact between the state and society. Thanks to it, you can inform and communicate about the most important and pressing issues of our time, influence people's consciousness and their thinking. Because of this, government-sponsored social advertising can hardly be distinguished from the political variety of advertising.
• Commercial firms. They use social advertising to develop and disseminate social responsibility programs of banking systems.

Social advertising groups

After the analysis, not only in Russia, but also abroad, it was possible to identify several thematic groups into which all social advertising can be distributed. This:

• Advertising promoting a healthy lifestyle. It covers a large number of topics, including attitudes towards smoking, alcohol and drug use, as well as topics related to AIDS, proper nutrition, and sports. In addition, an important place in this category is given to environmental advertising. The main purpose of its display is to respect animals and vegetation;
• Advertising aimed at creating law-abiding behavior. Most of the information in this category has a political connotation, since one of its tasks is considered to be the preservation of human freedoms, as well as the demonstration of his constitutional rights;
• Patriotic advertising. As a rule, its demonstration takes place on holidays or sporting events, in connection with which it is necessary to unite the entire nation as a whole.

Impact of social advertising

It was already said a little higher that it will not be possible to accurately determine the effectiveness of social advertising. Firstly, too many audiences are consumers of information, and therefore it is impossible to track each person individually. Secondly, their change in habitual principles or change in actions in the behavioral model may be changed after watching the social video, but not for this reason.

However, studies have been conducted in which several dozen people were present. They differed from each other in absolutely everything - race, social status, demeanor, etc. Everyone was shown a public service announcement that touched almost everyone deep down. Thanks to this, it was possible to find out that social advertising is not a form of monologue broadcasting, but a channel of oriented communication. He works and interacts between society and various interests and ideas. It forces people to reflect on the situation and the current problem.

Social advertising is widespread, but only abroad. In Russia, the level of its effectiveness is low. According to the results of one of the surveys, it was possible to reveal that the majority of all people who took part in the survey did not notice social advertising at all. Another 20% believe that it is necessary to decorate the city, and not to encourage action. The rest of the respondents, 10%, responded that social advertising was beginning to annoy them. 70% of people could not remember a single slogan that they would have met on the street or seen in a television commercial. Every third person believes that social advertising is an unnecessary type of activity, and also that it has absolutely no impact on the formation of new values ​​and attitudes.

Examples of social advertising

Definition 1

Purpose of social advertising consists in changing the model of social behavior. This is a unique form of non-personal representation and dissemination of various social ideas in society.

Social advertising fulfills strategic task, which lies in changing the behavioral model of society and creating new values.

Social advertising object- social product. It can be tangible or intangible. Intangible products include values, ideas, and relationships. They must influence changes in the consciousness of citizens and mass behavior. Social advertising is necessary to represent the interests of the state. This is why it is presented to a large audience rather than a specific group.

Social advertising functions

• 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

Note 1

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

Effectiveness of social advertising

Note 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 public’s recognition of the advertised social phenomenon and the change in 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 take a few years or even a generation to become apparent.

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 availability of material resources, professional media planning and a creative approach to the implementation of social projects.

This article will discuss what types of types of social advertising according to the various types of its classification, and will also be determined social advertising place in general advertising classifications.

Common Advertising Types

So, first, let's take a look at the most general classification of advertising and determine the place of social advertising in it.

Here we will proceed from the following definition of advertising:
advertising is information distributed by any means and on any media, aimed at creating and maintaining interest in something.

Commercial advertising– this is advertising aimed at generating and maintaining interest in any commercial object (product, brand, trade mark, event, etc.), that is, an object whose implementation is in the nature of making a profit. We will not consider this type of advertising in more detail.

Non-profit advertising– this is advertising aimed at generating and maintaining interest in non-commercial objects, that is, the implementation or promotion of which is not in the nature of making a profit. We will consider this type of advertising in more detail.

Non-profit advertising

– this is advertising aimed at generating and maintaining interest in political parties, movements, associations, etc. It, in turn, can be divided into branding (aimed at recognizing a particular party of the movement, etc.), campaigning (containing a call to vote for a specific party) and event (containing information about any event held by a political organization).

Social advertisement is advertising aimed at solving social problems and attracting public attention to them, as well as ensuring the interests of the state. Types of social advertising We'll look at it in detail below.

Event advertising is advertising aimed at attracting public attention to various non-profit cultural and leisure events, holidays, festivals, historical events and projects. Sometimes such advertising can be mistaken for social advertising, but its key feature is that it is not aimed at solving social problems. Examples of subject-event advertising are congratulations on holidays (Happy New Year, Birthday, Defender of the Fatherland Day, etc.); attracting attention to the city day; advertising of the non-profit holiday-festival “Hyperborea” (exhibition of snow and ice sculptures); advertising the “Library Night” event, aimed at popularizing the use of library services.

4. Government advertising is advertising aimed at attracting attention, generating and maintaining citizens’ interest in government services, information portals, ministries and departments and other government agencies. For example, advertising a state city portal.

It is important not to confuse government advertising as a type of non-commercial advertising and as a type of social advertising. In the first case, we look at the purpose of the advertisement, in the second, at the customer. State social advertising will be discussed in more detail below.

Types of social advertising

I. Contents:
1. Advertising valuables
2. Advertising of non-profit organizations, as well as various projects, events, activities or programs
3. Information and educational

For example, temperance advertising aims to promote temperance beliefs in society; advertising on the topic of maintaining cleanliness - to spread in society such values ​​as respect for cleanliness and order; advertising on the topic of attention to children - to attract the attention of parents to the upbringing of their children.

2. Advertising of non-profit organizations, as well as various projects, events, activities or programs is a type of social advertising aimed at generating and maintaining interest in various non-profit organizations, movements, projects, activities and events, aimed in turn at solving social problems and attracting public attention to them.

For example, advertising public project waste collection for recycling purposes is aimed at generating citizens’ interest in separate waste collection and its further recycling; advertising of the donor campaign is aimed at attracting interest in the phenomenon of donation; advertising of the “Library Night” campaign is aimed at attracting interest in libraries and in reading books. Another example of this type of social advertising is advertising of various events to collect donations for charitable purposes.

An example of this type of social advertising is posters and wall newspapers on the topics of alcohol and ecology, containing fairly detailed information on relevant topics.

The following type of classification of types of social advertising:

II. By customer type:
1. State social advertising
2. Social advertising of NPOs
3. Social advertising of commercial structures
4. Public social advertising

1. State social advertising is advertising placed by government institutions (such as the army, various authorities, ministries and departments, inspections and services) and aimed at ensuring and protecting the interests of these institutions.

Examples of government social advertising are calls to comply with a certain rule of the law (pay taxes on time, pay alimony, follow traffic rules, etc.); agitation military service by contract; fight against negative phenomena in society (alcoholism, smoking, corruption, etc.).

3. Social advertising of commercial structures is a type of social advertising placed by various commercial organizations on their own initiative and at their own expense. In Russia, the most famous among such social advertising is the “Whatever?” project, implemented by one large advertising holding company.

In Russia, this type of social advertising has developed significantly in recent years. Now social activists are posting both homemade posters and ready-made posters of various movements and projects, for example, “Common Cause”. A possible disadvantage of such social advertising is the low quality of design. The advantage is that, more often than not, social activists post what is most relevant to our society. That is, attention is paid more to the content and essence, rather than to the form. However, many posters still turn out to be quite decent in design.

The following classification of types of social advertising:

III. By the nature of the impact:
1. Summoner
2. Questioning
3. Abstract
4. Informing
5. Combined

1. Summoner social advertising, as the name implies, contains a clear call to action. For example, “be an example for children, live soberly!”

2. Questioner social advertising, in turn, contains a question addressed to the audience and, as it were, making them think about the content of the advertisement. For example, “what is more important to you: habit or the health of the child?”

3. Thesis social advertising does not contain evaluations, but contains a certain thesis that does not explicitly incline the audience to any actions or beliefs, but clearly shows the advantages or disadvantages of any behavior patterns in society. For example, “I won’t have a cigarette, or lung cancer, or sick children.” The thesis does not have to be expressed in text form; it can also be expressed through visual and graphic images and not contain any words.

4. Informative Social advertising is characterized by detailed information on any topic. It aims to convey to the audience new important information, which, if a person has certain motives, will change his behavior pattern. For example, a wall newspaper on the topic of ecology.

5. Combined view– when, for example, the advertisement contains both some new information for the audience and a call to action. For example, a poster on the theme of the Unified State Exam.

IV. By format:
1. Sound
2 . Visual and graphic
3. Visual-cinematic
4. Visual-objective
5. Text

1. Sound Social advertising is usually typical for radio broadcasts and can convey information about various projects and events, as well as present in audio form certain theses aimed at changing the listener’s behavior pattern. For example, there is a social audio advertisement calling for taking a child from an orphanage.

2. Visual and graphic Social advertising consists of banners, placards, posters, posters and similar media. It is divided into subtypes: internal (inside buildings and premises), external (on street advertising structures) and electronic-digital (on the Internet, on mobile devices, computers, etc.)

3. Visual-cinematic Social advertising is videos broadcast on video monitors on the street, in transport, inside buildings and premises, or via electronic digital technology. For example, the video “Russia is stepping into the alcohol abyss” or social advertising “Children are watching. Children repeat":

4. Visual object– the most unusual type of social advertising, which represents physical objects not directly intended for the distribution of advertising. For example, these could be eco-motivational urns, cigarette butt urns in the shape of human lungs.

5. Text social advertising is a simple text without any accompanying images. For example, on city streets there are screens with the so-called “creeping line”. Sometimes you can see on it, for example, a warning from the Ministry of Emergency Situations to be careful on the ice of reservoirs. Text social advertising is also found on the Internet. In essence, social advertising is any text that fits its definition (information aimed at solving social problems and drawing attention to them). For example, if the script of a video with social advertising is displayed in text form, then such text will also be social advertising. However, this form is still rarely used due to the fact that graphic and cinematic images are perceived much better by the audience.

V. According to the semantic vector:
1. Positive
2 . Negative

1. Positive social advertising has the vector “FOR” (something correct, constructive, creative). It is not necessary that the poster should contain the word “for”; it is enough simply that the advertisement draws attention to some positive phenomenon and creates a positive image of it.

2. Negative social advertising has the vector “AGAINST” (something wrong, destructive, destructive). Such advertising draws attention to certain problems, emphasizes their destructiveness for society, and creates a negative image of destructive behavior patterns.

For example, there is the problem of alcohol and tobacco consumption, and it is very acute and has enormous proportions in Russia. In social advertising, two approaches can be used to solve this problem - positive and negative. The following examples of posters can be given in accordance with these two approaches:

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If advertising is thought out, it will interest consumers and be remembered for a long time. Social advertising informs the population about social problems, environmental problems, and warns about dangers. Let's look at 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 when conducting advertising campaigns. The Western Cape Government advertising agency selected a suitable image for the slogan.

1. Don't be rude to others

IN public transport In France, the organization that runs it, RATP, posted a public service announcement calling for respect for other passengers.

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

1. Stop the violence: Don't drink and drive

1. It is impossible not to approach such advertising

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

1. Your child eats the same thing as you

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

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1. No child 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

Colgate-Palmolive has launched a campaign to encourage water conservation.

1. Brand logos take on new meaning

The creator of the social advertising Mozambique Fashion Week calls for abandoning fur coats and other fur products, the use of elephant bone and rhinoceros horns. Although it will not affect poachers, it may give buyers pause.

1. Think for two

1. Toys against child labor

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

1. When you see tuna, imagine a panda

1. Telephone conversations while driving are not allowed

In India, the Mudra Group agency created a public service announcement showing the importance of being alert on the road. It encourages you 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. Did you drink? Choose who will take you

1. A premature end

This social network warns: “The life expectancy of smokers, according to statistics, is 15% less.”

1. Romania against pollution

Best Social Advertising: Videos That Make You Think

A very effective way to show a clear example is to create social advertising in video format. Below is a selection of the best social media advertising videos that will shock and make you think.

1. Anti-smoking campaigns

A series of social media videos produced by the CDC (Centers for Disease Control and Prevention) is called “Advice from Former Smokers.” In them, the heroine Terry talks about how she prepares for a new day every morning after losing teeth, hair and having her larynx removed due to treatment for throat cancer.

These videos were created as part of an anti-smoking campaign in England. They show how the main character’s tumor grows and what happens to the body under the influence of nicotine.

1. “Which of us is perfect?”

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

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

1. Fighting heart disease

The social advertisement was produced by the Swiss Heart Foundation, a foundation for the fight against heart disease. 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 fulfillment of his dream. The slogan of the fund is this: 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 disseminating information in the fight against whale destruction. This method is compared to being in an inflatable boat on board a whaling ship.

1. Drunk driving

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

1. Social advertising against domestic violence

The customer of the video is the social service of Croatia. It is very convincing, as evidenced by its title: “Photos of every day of the most terrible year of my life.”

1. Anti-drug advertising

Social media from the Drug Control of Yakutia clearly shows what life can become if you start using drugs.

The best social advertising in Russia

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

In 2010, the “Whatever?!” project was created. Over 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 the summary on the project website.

A very striking campaign is “Garbage has its own home,” which was one of the first to be carried out. 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 for a “lift home.” The project was created with the goal of educating and supporting social activity, responsibility, forming an ecological worldview, and achieving people’s caring attitude and love for the environment and their places of residence. 2017 is the year of ecology, so environmental problems are also very relevant now.

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

The “If you saw a zebra, slow down” campaign was also a success. The project was dedicated to the topic of pedestrian safety. The call to slow down at zebra crossings is accompanied by a demonstration of the dire consequences for pedestrians that can result from 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 classics of Russian literature: Pushkin, Chekhov and Tolstoy. The posters depict them in sports uniforms and encourage them to “pump up” 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 of sports training among young people. To implement the campaign on the Internet, a music video was shot for the song of the young rapper Fike.

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 imaginative and effective, but now many government campaigns touch the nerve. But these videos do not always resonate. About two years ago, the Road Safety Department of the Ministry of Internal Affairs of the Russian Federation and the Russian Film Industry Union developed a social program High Quality. But representatives of major channels considered the videos too cruel and naturalistic, which motivated their 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 becomes stronger and more topical, it makes you break away from endless affairs and think about the problem.

Best social advertising 2016: video that amazes

1. We are the superhumans

This video in the Internet space is already being called the best in the category of social advertising for the entire time of its existence. British television channel Channel 4 has filmed a trailer for the summer Paralympics. The heroes of the video - 140 athletes, musicians, dancers - show “superpowers”. They overcome the barriers that result from disability, demonstrating the fortitude 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 producing a powerful video for International Down Syndrome Day. In the 2016 video, actress Olivia Wilde became the heroine. She asks: “How do you see me?” People are influenced by stereotypes, so their attitude towards people with Down syndrome is determined by external factors.

1. 30 Millions D'Amis Foundation

This video features a touching story about a dog that was 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 it.

1. Social experiment by UNICEF

The Georgian company UNICEF conducted a social experiment. Most likely, its results in other countries would be the same. People's reaction to a lonely 6-year-old girl depended on her appearance. The experiment was stopped so that little Anano would not become even more upset.

1. Behind the leather

Animal activists PETA have initiated another social experiment. In 2016, the British, through their efforts, tried “dog milk” and found out why sex with vegetarians is better. Employees of the organization beat a girl in a woolen sweater and created special condoms for hunters. The promotion found the greatest response in a fashion boutique in Bangkok. The social video shows the reaction of people who saw the cost of luxury leather goods.

1. The DNA Journey

Momondo's viral video talks about the "journey of DNA." Attitudes towards other peoples 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 of supporters of the “pure ethnic group.”

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 scoundrel becomes a hero after his death. The video serves as a reminder that 120 thousand American residents need help - they are waiting for donor organs.

1. Hairy Nose

The 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 themselves created. Introduced? Now look 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 Integration Foundation employs people with disabilities. He made a video in which disabled people try to “put out a 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 lasts 1.5 minutes, in which Save the Children and the advertising agency Don’t Panic were able to fit a whole year of life, which is full of fear and despair. After 2 years, they created a new video telling about the life of refugee children. Its heroine is the same girl.

The best social advertising that appeared in 2017

1. Blauez Kreuz

The social network Blauez Kreuz was created in Germany, its goal is to show that alcoholism is a family problem. The posters show that the alcohol addiction of one family member is pushing the rest into the abyss. “Alcohol doesn’t just harm them.”

1. Womanity Foundation

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

1. Innocence in danger

In Germany, the company Innocence in danger created a public service announcement warning parents that children can easily get unnecessary information from the Internet. On the posters, children read magazines, the name of which speaks for itself.

In Georgia, WWF shows a bunch of grapes made from light bulbs on a poster. The PSA warns: “What goes around comes around. Ill-considered industrialization has an impact on the soil.”

1. Global2000

The Australian company Global2000 in its public service announcement shows that global warming may result in the extinction of animals. Nature has not created a guillotine for a polar bear or an electric chair for a penguin, but that doesn’t make it any easier.

1. Beneva Foundation

If you are not attentive enough to children, they will feel unnecessary. Social advertising by Beneva Foudation raises the problem of “homelessness at home” and encourages parents to spend at least 1 hour a day with their children.

1. Bates Chi&Partners

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

1. African Conversation Foundation

The social advertising was developed by the African Conversation Foundation. The disappearance of many African animals is due to uncontrolled poaching. The number of gorillas in Africa is less than 300, and the number of rhinoceroses is less than 5000. 35,000 elephants are killed by poachers every year. In a public service announcement, the African Conversation Foundation compares slaughtered animals to balloons pierced with a needle.

1. Garde-Manger Pour Tous

The social advertising, created by advertising agency Cossette (Montreal, Canada) for Garde-Manger Pour Tous (GMPT), is laconic. GMPT has been providing hot meals to disadvantaged children in schools from disadvantaged families for over 30 years. The purpose of this social advertising is to attract potential sponsors to cooperate with the organization. The posters depict children holding empty plates. Social 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 on social networks and not showing their depressive state to others.

Social advertising is a type of social product (in the USA and Europe, the term PSA - public service announcement) is traditionally used to designate it, and is significantly different from government and political advertising.

Most often, the customers of such advertising are government agencies or non-profit organizations, and advertising agencies and advertising distributors in some cases produce and place it free of charge or at reduced prices.

The most famous examples of such advertising are campaigns against drugs, compliance with traffic rules, promotion of a healthy lifestyle, environmental protection and others.

Story

The history of social advertising begins in 1906, when public organization The American Citizens Association created the first advertisement of its kind, calling for the protection of Niagara Falls from harm caused by energy companies.

During the same years of the First World War, the then-created Committee on Public Information carried out active explanatory work, informing citizens about why the United States entered the war and what threatened the country with defeat in it.

The term “social advertising” as an analogue of the English “public service advertising” (PSA) in the professional environment began to be actively used by Igor Burenkov, who later became the director of public relations of Channel One.

In the post-war years, this body began planning work on social advertising. At first, the Advertising Council chose topics for advertising campaigns quite conservatively, and they did not cause much controversy or disagreement in society. His campaigns called for:

• Write letters to soldiers who fought in Korea;
• Fasten car seat belts;
• Save the forest from fires.

But over time, the Council changed its policy. They began to choose hot and sensitive topics for campaigns. For example, the US Advertising Council was the first to draw the attention of the average person to the problems of illiteracy, child abuse, and AIDS.

The state, however, is also actively involved in social advertising. For the fight against drug addiction alone, the Clinton administration spent $1.8 billion on public service advertising from 1993 to 2000.

Great Britain

In the UK, the coordination of government social advertising is carried out by the Government Information Central Office, which has existed since 1946. It was created on the basis of the Ministry of Propaganda, which existed during the Second World War. Staff: 450 people. He collects orders from all government bodies, distributes them among various advertising agencies. Is a single customer before the media. The total annual budget is 300 million euros, advertising costs are 195 million euros per year. The office does not engage in political advertising or election campaigns.

Russia

In Russia, Article 3 of the Federal Law “On Advertising” dated March 13, 2006 N 38-FZ states that social advertising is

“information... aimed at achieving charitable and other socially useful goals, as well as ensuring the interests of the state”

In 2011, two laws were adopted that improve the legislative rules for the creation and placement of social advertising and bring them into line with the prevailing law enforcement practice in this area. In particular, organizations that produce or distribute social advertising free of charge no longer have to pay VAT on it, and NPOs that order social advertising no longer have non-operating income - which means the obligation to pay income tax disappears.

In 1993, a non-state Advertising Council was formed, which included both advertising producers and distributors. One of the main goals of the council was to create unified advertising products on social issues. Council members developed, in particular, layouts of social campaigns for print media, video and audio clips.

Due to the increase in the number of regional NPOs working with social advertising, in 2008, the Coalition of NPOs to promote the development of social advertising and charity in Russia was created in Moscow.

In 2011, a Commission on Social Advertising was created in Moscow under the AKAR (Association of Communication Agencies of Russia).

Belarus

Thus, social advertising in Belarus is legally concentrated exclusively in the hands of the state. According to Article 24 of the same law, advertising distributors are required to allocate 5% of the volume of placement for social advertising free of charge, and “the conditions proposed by the advertiser of social advertising regarding the time and method of its placement (distribution) are mandatory for the advertising distributor if the advertiser contacts him no later than a month before the expected date of its placement (distribution)."

Trends

A rapid growth in the scale of social advertising occurred in the 80-90s of the 20th century. The US Advertising Council estimates that the total amount of free television airtime allocated to the Council in 2000 was approximately $316 million, and the total amount of time allocated to PSA is approximately 6% of the total advertising market.

That same year, the National Broadcasting Association ( English) The United States calculated that local media allocated $5.6 billion for social advertising, of which $1.8 billion went to television.

Festivals and competitions

IAA Responsibility Awards is an international festival of social advertising. Organized by the International Advertising Association International Advertising Association ) in 2008 and is held annually.

An important event in the development of social advertising in Russia was the annual National Social Advertising Competition “New Space of Russia”, established in 2006 by the International Public Organization “National Council of Social Information”. The organizers call the goal of the competition the education of morality, a positive and creative way of thinking in children, youth and professional audiences.

Specialized events dedicated to social advertising are also regularly held. For example, in different time In Russia, such social advertising festivals were organized and held as the International Youth Festival of Social Advertising ART.START, the Russian Student Festival of Social Advertising, the Kazan Festival of Social Advertising opened in 2009, the Vladimir Festival of Social Advertising, etc. The Moscow Festival has been held for nine years social advertising” Since 2009, the Russian Festival of Student Social Advertising GLASS has been taking place in Yekaterinburg.