International Conference “Raising Effectiveness of Social Advertising in Russia”

                 

The 2nd International Conference “Raising Effectiveness of Social Advertising in Russia” took place on December 2-3, 2010 in Moscow. It developed the tradition of the 1st conference that was held in October, 2009 and united prominent Russian and foreign experts, opinion leaders, as well as state power represented by ministries and state departments officials, regional governors’ offices executives, business community, mass media and the third sector representatives. The event became an independent brand in the sphere of social advertising in Russia.

The main goal of the conference is to exchange information on the latest achievements and current tendencies in the sphere of social advertising in Russia and present the results of the recent research on the topic. The discussion about the most acute questions and problems will take place, and as a result the effective ways of solving them will be elaborated based on Russian and international experience. We aim to discover a new conceptual approach to raising quality of social advertising as a universal instrument of solving social issues.

The framework of the December 2nd event includes a series of reports and presentations within two main sections: “Research and Social Engineering” and “Creativity and Technology”, workshops for journalists and NGO representatives, show of the best social advertisements from the biggest international festivals. We also suggest following suit of the first conference and organizing Award of the Coalition “For the Contribution in Social Advertising” to mark the most active representatives of mass media, governmental structures and business community.

On December 3rd a press-event and an expert round-table discussion was organized at the Russian Public Chamber. It was closed for general public, with experts and media participating only by invitation. The main focus of it will be new challenges and opportunities for social advertising in the context of modern media, and its sphere of influence through the Internet.

Among the guests of the Conference we saw representatives of NGOs, governmental organizations, advertisers, journalists, CEOs and top-managers of socially responsible businesses, as well as many seniors students of specialized higher educational establishments of Moscow (Higher School of Economics, Moscow State University, Russian State University of the Humanities, Russian State Social University).

The Conference was organized on the initiative of the Coalition of NGOs for Social Advertising Development in Russia, created in 2008 by the leading non-profit organizations in Russia.

The Conference took place at the Cultural Center of the Higher School of Economics (Moscow, Vorontsovo pole, 5a). The total number of visitors was over 300 people.

Based on the Conference results a methodological collection book will be published, which will be spread among experts dealing with social advertising orders, development, production, placement and assessment.