THE UNION OF PUBLIC SERVICE ADVERTISING CREATORS

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THE UNION OF PUBLIC SERVICE ADVERTISING CREATORS
Moscow, 2008
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PUBLIC SERVICE ADVERTISING MARKETS RESEARCH

• PSA share constitutes only 1 of the advertising
  market.
• While Russian society lacks positive trends, new
  heroes and patriotic ambitions, the majority of
  population reportedly observes successful people
  in TV commercials, which can serve as a positive
  background for PSA development.

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PUBLIC-OPINION POLL ON PSA IN RUSSIA The
populations attitude to PSA
12 - NEGATIVE
72 - POSITIVE
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PSA INFLUENCE ON SOLVING SOCIAL PROBLEMS
THE INFLUENCE OF EXISTING ADVERTISING
59 - DID NOT CHANGE ANYTHING
29 - INFLUENCED, CHANGED
EXPECTATIONS AS REGARDS PSA
45 - CAN NOT INFLUENCE
44 - CAN INFLUENCE
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THE RESULTS OF THE RESEARCH

• The PSA market research showed that PSA campaigns
  in Russia are not planned but spontaneous,
  chaotic and therefore their results are difficult
  to forecast.
• The overwhelming majority of the population has
  a positive attitude towards PSA. Only 12 of the
  respondents showed negative attitude.
• The majority (62) saw PSA on TV, but 59of the
  respondents consider that it had no influence on
  solving the problems it touched.
• At the same time, 45 of the population believe,
  that PSA has the potential to solve social
  problems.
• The number of advertisers, producing PSA, is
  growing constantly, but their activity in the
  information space is not structured.

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THE UNION OF PUBLIC SERVICE ADVERTISING CREATORS
The Union of Public Service Advertising Creators
was founded in February, 2003 on ADV Group
initiative. At the first meeting of its members,
The Memorandum of the Union was promulgated. One
of the top aims of the Union is to get the State
understand the important role of public service
advertising in working out and establishing new
social and economic standards.
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SCIENTIFIC AND EDUCATIONAL ACTIVITY
In February, 2003 The Union of Public Service
Advertising Creators organized the First
International PSA conference, top management of
Russian advertising agencies and high State
officials invited. The conference and the main
speakers (Carol Fisher, Michael Longhurst)
statements were widely covered in mass media.
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AMENDMENTS TO THE LAW
In 2003 the Union of Public Service Advertising
Creators became a member of The State Dumas
Committee on Private business undertaking. Its
members participated in the Parliament hearings
as regards amendments to the law on advertising.
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RESEARCH ACTIVITY

• Upon the request of Union of Public Service
  Advertising Creators the public opinion poll was
  held by Romir-monitoring to analyze the
  challenges and trends of the process of the
  national self-identification in various social
  groups in the modern Russian society.
• The research method public-opinion poll among
  1484 adult Russian citizens and focus groups,
  which included people of different age.
• The research was held in 90 localities, both
  cities and rural areas, all over Russia (33
  federal districts of the Russian Federation).
• As the total quantity made 1484 responders, the
  confidence interval made 2,6 with 95
  probability .
• The total quantity of group discussions - 12.
  Focus groups were handled in Moscow, St.
  Petersburg, N. Novgorod, Ekaterinburg,
  Novosibirsk, Rostov-on-Don. In each city there
  were held 2 focus groups with responders, aged
  18-35 and 36-60. Both sexes participated in all
  group discussions.

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NATIONAL CONSCIOUSNESS OF THE RUSSIAN SOCIETY
The respondents were asked the question What
values should the state popularize first of
all?. The answers were divided in the following
way
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NATIONAL CONSCIOUSNESS OF THE RUSSIAN SOCIETY
Question How actively does the state popularize
Russian national ideas in Your opinion? The
answers were divided in the following way
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NATIONAL CONSCIOUSNESS OF THE RUSSIAN SOCIETY
Question Do You think that the government well
explains its actions aimed at solving the main
problems?
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NATIONAL CONSCIOUSNESS OF THE RUSSIAN SOCIETY

• National self-consciousness of the Russian people
  is characterized by their striving for private
  freedom, based on moral values, and the
  conviction that strong power of the state is
  required.
• It is the mission of the state to promote Russian
  national values, firstly moral and cultural.
• On the opinion of the responders, the state does
  not explain to its people properly the actions it
  undertakes to resolve the major problems of the
  country.
• To conclude there is a social demand for the
  state communications, which should include
  popularization of the national ideas and values
  and explanation of the major state actions.

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RESEARCH AND PRACTICE

• Cooperation with the Ministry of Health
• On the Unions initiative a TV show-real,
  popularizing breastfeeding one-year-old babies,
  was created and shot for the Ministry of Health.
  The real participated in the International
  festival Golden Drum-2003.
• Cooperation with the Ministry of the Interior of
  Russia
• After a tender among the agencies-members of the
  Union a strategy of communication to build a new
  image of militia was developed.
• A TV real and OOH posters, boosting road safety,
  were created.

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CONCLUSION
As a result of the Unions work it was concluded
that a system of the state communication,
consisting of such essential parts as PSA, news
policy, cultural events (i.e. cinema, theatre, TV
series), publishing and educational activities,
should be developed in the Russian Federation.