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!