Public Interest
в
России
Игорь Буренков
В цивилизованном мире социальная реклама – важная составляющая мировоззрения и нравственного здоровья общества. Организации, занимающиеся такой рекламой, координируют правительственные и частные социальные программы и имеют в своем распоряжении, по нашим меркам, фантастические средства. К темам социальной рекламы относятся проблемы психологии общения, защита окружающей среды, здоровье, образование, социальные болезни общества и многое другое. Это волнует каждого – правительственного чиновника и рабочего, пенсионера и эстрадную звезду, предпринимателя и безработного. Согласитесь, трудно найти людей, отрицающих общечеловеческие ценности, причем делающих это искренне. В конечном итоге нас объединяет стремление жить в гармоничном мире, но таков ли наш мир сегодня?
Некоммерческая социальная реклама формирует позитивное отношение к рекламе в целом и укрепляет репутацию рекламных фирм и агентств, а также средств массовой информации. Более того, социальная реклама ведет к позитивному изменению отношений между государством, коммерческими организациями и населением. В России социальная реклама делает первые робкие шаги. К сожалению, единый рекламный продукт по социальной проблематике в прессе, на радио и на телевидении – пока редкость.
Для реализации программы по социальной рекламе 10 июня 1993 года был образован Рекламный Совет. Одним из инициаторов его создания явилась рекламная фирма ДОМИНО. Рекламный Совет работает благодаря доброй воле своих членов. Совет является консультационным и координационным органом, решения принимаются простым большинством голосов, членство в Совете определяется вкладом в его деятельность.
Принцип объединения членов Рекламного Совета не требует материальных вложений, например, в виде взносов. Средства массовой информации предоставляют свободные газетные площади и эфирное время, рекламные фирмы и агентства производят видео-, аудио- и полиграфическую продукцию, коммерческие, общественные и благотворительные организации участвуют в разработке тем и отслеживают результаты социальной рекламы. В Рекламный Совет входят: радиостанции, газеты, телевидение, рекламные фирмы и агентства, общественные, благотворительные и коммерческие организации.
Надо отметить, что Рекламный Совет уже на первом заседании принял программу по теме: «Отношения в семье: дети – родители», не растрачивая время на бесконечные разговоры. Выбранная тема может показаться достаточно общей, слишком глобальной, но следует помнить, что в семейных отношениях состоят так или иначе все члены общества. Кроме того, напоминая о, казалось бы, элементарной вещи – телефонном звонке родителям – мы вносим, пусть и опосредованно свою лепту в решение проблем бездомных стариков и нищих старушек.
Марку на рекламные продукты решили не ставить. Это лишний раз доказало, что Рекламный Совет объединил единомышленников, которых в первую очередь волнует сама тема, возможность ее воплощения и максимальная отдача от рекламного продукта. Безусловно, торговая марка – это важно, но как часто мы бываем свидетелями дискредитации марок наших известных фирм в разных, зачастую далеко не рекламных ситуациях. Да, там наличие марки – закон. За границей вообще много работающих законов, например, закон о рекламе. Наши реалии, к сожалению, иные. Марка рекламопроизводителя, присутствующая на российской коммерческой рекламе, вещь необходимая – это своего рода знак качества. Пока правда рекламного продукта, а не товара. Однако марка на социальном рекламном продукте вне зависимости от темы, воспринимается сейчас как реклама производителя. Это ведет к неадекватному восприятию материала потребителями. («Надо же! Ничего святого!») И средствами массовой информации («Есть марка – платите деньги! Это реклама»). Проект ВСЕ МЫ – ЛЮДИ позволил найти совершенно новый подход. Правильность подобного подобного подхода подтвердила практика. Социальный рекламный продукт с удовольствием размещают средства массовой информации.
Концептуальный подход в разработке темы обеспечивает охват почти всех видов рекламоносителей. Призыв «Позвоните родителям!» звучал и звучит в эфире телекомпаний НТВ и МТК, «Радио России» и «Маяка», радиостанций «Европа Плюс» и «Радио 101», а также других радиостанций и телепрограмм, на страницах многих газет.
Затем была разработана новая тема «Отношение к детям в семье», являвшаяся логичным продолжением предыдущей. Семейные отношения тревожат весь мир – ведь 1994 год был объявлен ООН годом семьи.
Мы надеемся, что программы Рекламного Совета по социальной рекламе способствуют социальной поддержке населения, восстановлению гуманистических отношений между людьми, и уже на этой основе – развитию новых экономических связей в обществе.
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