Results of our studies

IN BRIEF

Today social advertising should draw public attention to problems related to drug addiction and domestic violence.

MOSCOW, October 31, 2017. The Russian Public Opinion Research Center (VCIOM) presents the data of a study devoted to social advertising.

Most of Russians seem not to be aware of what ‘social advertising’ is (or they heard of it before; or they cannot describe what it is). As to those who gave informative answers, many say that this kind of advertising “guides people to good deeds”, “is for the retired”, and “for everyone”. Every second respondent (50%) who defined social advertising could remember what he/she saw: ads were mainly related to danger of alcoholism, tobacco-smoking and drug addiction, road traffic safety, and Russian Pension Fund.

At the same time, 80% of Russians agree that social advertising that highlights social problems, security issues and certain lifestyles is important. Three-quarters of Russians (77%) consider that it is effective (as it affects human behavior).

As before, Russians say that drug addiction is the most important problem the ads should be targeted at (68% in 2011; 50% in 2017). Alcoholism, ranked second before, holds the fourth position (from 60% to 34%). Additionally, respondents are more likely to point to domestic violence (from 34% to 49%), road traffic rules (from 14% to 39%), and animal abuse (from 10% to 20%).

The VCIOM-Sputnik Russian nationwide survey was conducted on October 11-13, 2017. The survey involved 1,800 Russians aged 18 and over, and was carried out using stratified dual-frame random sample based on a complete list of landline and mobile phone numbers operating in Russia. The data were weighted for the probability of selection and reflect social and demographic characteristics. The margin of error at a 95% confidence level does not exceed 2.5%. In addition to sampling error, minor changes in question wording and different circumstances arising during the fieldwork can introduce bias into the survey.

The 2011 results are based on household surveys.

Have you heard of ‘social advertising’; or is it the first time you hear about that? If you heard of it, can you describe it in two or three words? (open-ended question, not more than three answers, %)

 

2017

It guides you to good deeds  / for the public good

5

Pension Fund/for the retired persons/ pension saving

5

For everyone / public advertising

3

Agitation / call for certain actions/behavior model

3

For the vulnerable groups (with low income; the retired. etc.)

2

Getting informed about certain social projects  / issues

2

To combat smoking 

2

State services

2

Charity / money for treatment

2

Healthy lifestyles / sport / health

2

About social problems / about life

2

Road traffic safety

1

Helping people  / the public

1

Helping children

1

Bank services

1

Cheap goods for the low-income persons

1

Healthcare

1

Non-commercial advertising (not for sale but propaganda)  

1

Discounts / cheap products or goods

1

Usual advertising  (goods / services)

1

Targeted to improve social life

1

I only heard this word and do not know any details

16

This is the first time I hear about that

36

Other

6

Don’t know

13

Have you ever seen ‘social advertising’?

(open-ended question, one answer, % of those who defined social advertising)

 

2017

I saw and I remember what it was about

50

I saw but I don’t remember what it was about

13

Never seen

14

Don’t know

23

If you happened to see social advertising, can you specify what it was about? (open-ended question, not more than three answers, % of those who saw social advertising and remember its content; answers of at least 2% of respondents)

 

2017

Combating alcoholism, tobacco-smoking and drug addiction

21

Road traffic safety

15

Russian Pension Fund

15

Charity foundations, helping ill children

9

Care for the retired

8

Favorable banking conditions 

8

Protecting children

6

Helping the disabled  

6

Products, ‘social’ stores

5

Combating AIDs and  HIV

4

Healthy lifestyles, sports

4

Do not exceed speed limits

4

Adopting children

3

Family values ads

3

Child safety seats

3

Medicines

3

Elections

2

Helping homeless animals

2

State services

2

Fire safety measures

2

Abortions

2

Social taxi

2

Do not pollute, do not waste garbage; to recycle

2

Drugstores

2

Maternity capital

2

Means of contraception

2

Mortgage, houses for  sale

2

Cultivating patriotism

2

Social advertising draws attention to important social issues, security problems and transmits certain lifestyles. In your opinion, is social advertising necessary? (closed-ended question, one answer, %)

 

Total respondents, 2017

Aged 18-24

Aged 25-34

Aged 35-44

Aged 45-59

Aged 60 and over

Yes, it is necessary

80

85

84

84

78

73

No, it is not necessary

16

13

14

12

17

21

Don’t know

4

2

2

4

5

6

In your opinion, does social advertising drawing attention to important social issues, security problems and transmitting certain lifestyles affect human behavior? (closed-ended question, one answer, %)

 

Total respondents, 2017 г.

Moscow and St.Petersburg

Million cities

More than 500 ths

100–500 ths

Less than 100 ths

Rural area

Yes, it incites people to change their lifestyles and views on social issues

77

78

70

80

80

76

77

No, it does not affect anything

17

17

17

16

16

18

18

Don’t know

6

5

13

4

4

6

5

In your opinion, what should the Russian social advertising be targeted at today?

  (closed-ended question, not more than three  answers, %)

 

2011

2017

Combating drug addiction

68

50

Combating child abuse and domestic violence

34

49

Road traffic security

14

39

Alcohol addition

60

34

Corruption

33

27

Animal abuse

10

20

Tobacco-smoking

20

20

Inciting people to help those in need; charity

8

13

It is not needed

4

2

Other

2

6

Don’t know

1

3

Note: Using materials from the site www.wciom.ru or wciom.com, as well as distributed by VCIOM, the reference to the source (or hyperlink for the electronic media) is obligatory!

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