Russia, like many Western countries, has public awareness advertising campaigns aimed at the wholesome improvement of society. Dating back to the Soviet times, these “social ads,” as they are called in Russia, have included themes from army conscription to promoting big families. These campaigns continue to this day, but the modern ads are a long way from the iconic, stylized and powerful Soviet posters. The issues that adverts now deal with are not the most poignant and humanitarian, but rather ones that could be of benefit to the country and therefore to its rulers.
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