Social advertising in Russia lacks creativity, participants of a round-table conference in Rostov-on-Don declared

Participants of a round-table conference “Development of social advertising condemning antisocial trends, including ones of terrorist character, among the youth of Rostov region” held in Rostov-on-Don today think that it is more important for social advertising to call for good than for struggle against evil. 

Oleg Bessmertny, Deputy Minister of Interior and Informational Policy of Rostov region, Head of PR Department for mass media, considers social advertising necessary. He thinks that the mission of social advertising in the sphere of struggle against terrorism is to teach an individual not to rely upon Head of the Administration or policeman concerning one’s personal safety but become a competent partner in this struggle knowing what should be done in an emergency situation.

Anna Parshina, Deputy Minister of General and professional education of the region, divided social advertising into two parts: propaganda of one’s personal safety and ideological fighting against extremist activities.

Victor Chernous, Director of Center of systemic regional research and forecasting of (ИППК ЮФУ - ?) and the Institute of Social and Political Research of the Russian Academy of Sciences, considers that a conjunction of advertising agencies, psychologists and artists is necessary to make social advertising creative. In Rostov region propaganda of constructive solutions should be stressed. Social advertising must show the people that there are other ways of solving problems, besides violence. Advertising is not omnipotent but in should be integrated with the whole system of actions.

However, all the discussions of social advertising passed into the background after Victor Chernous reminded: advertising is fine but actual changes in economy and social life are necessary.