Two workshops on social skills were held at the Higher School of Economics as part of the INNOSOCIUM Nationwide Social Project Competition.
The co-owner and director of the DDVB branding agency, Dmitry Peryshkov, and the director of the Laboratory for Social Advertising, Guzella Nikolaishvili, spoke to students of the Faculty of Communications, Media and Design about trends in social advertising and their creative experiences.
Dmitry Peryshkov talked about the national Olympic Athlete from Russia (OAR) project. The Olympic Committees demand that Russian national symbols not be used at the Olympics affected the DDVB team and they developed a unique collection of prints for the Russian team and its fans in accordance with IOC demands.
«No flag, no anthem, no national costume! Even when it seems like theres absolutely nothing you can do, theres always something. This project is our response to the IOCs unfair decision. Our team developed an Olympic collection of prints produced in strict accordance with political requirements and designed to strengthen the spirits of Russian fans and athletes at the Games in 2018,» Peryshkov said.
«Social projects cannot be carried out coldly; they need to be internalized. If you want to speak and be heard, you have to light a fire inside. And if you do, you will definitely succeed,» he added.
Guzella Nikolaishvili talked about the creation of social advertising in relation to projects aimed at drawing attention to childrens issues. «Recently, we started work on an interesting new social project on something I consider very important fatherhood. We often talk about the role of women in raising a child, but for some reason we never think about fathers. What does it mean for a man to be a father?», Nikolaishvili said. Social advertising can employ slogans or creative visuals to reach its targets and tug at peoples heartstrings. In this way, topics that might not seem so important have the ability to change public opinion and draw peoples attention to real problems.
«For a long time, there was no culture of social design on the Russian market; there was a period of experimentation and seeking. About five years ago, the social advertising market began to take shape, and now we receive many student projects in this area every year. Today, well-trained people who are well-versed in modern technologies in the advertising market come to work in social advertising. To achieve the desired results, social advertising should be included in the greater body of integrated communications. Now is the time when the market is growing, and there is every opportunity to achieve our goals. The future looks bright,» Nikolaishvili said.
The Roscongress Foundation and the Art, Science and Sport Charity Foundation launched the INNOSOCIUM competition in September 2018. The aim of the competition is to draw young peoples attention to social activism and to issues of social significance. Students are invited to develop projects in three main categories: Active Longevity, An Inclusive Society, and Furthering Development of the Territories.
The names of finalists will be announced at the Russian Investment Forum in February 2019. Winners will receive funding for their projects as well as the opportunity to present their ideas at SPIEF 2019 in St. Petersburg.
Applications to participate may be submitted before 28 December 2018 at: https://innosocium.ru