Companies, the media, and organizations do not work sufficiently in tandem when covering key issues
Ask any company, channel, or newspaper whether they focus on the social sphere and cover issues in society, and they’ll all naturally say that they do. They’ll say that the content is there, articles are published, videos are made, and so on. However, one sometimes gets the impression that these efforts are spread very thinly across a huge number of problems. Sometimes, as we see it, our work on covering social problems could be made effective if there was some attempt to work in concert — Artem Metelev, Chairman of the Committee of the State Duma of the Federal Assembly of the Russian Federation on Youth Policy; Head, Platform DOBRO.RF.
When you drive in Moscow, for example, you see these billboards vying with each other to get you to buy a dog or cat from some breeder. I counted four different organizations in a row, but I couldn’t remember them. I specifically tried to recall their names and who to contact. But I couldn’t. That’s an example of a poor marketing funnel. This kind of wishy-washy advertising can end up having no result whatsoever. Maybe you go home and two days later you wonder, ‘I should get a dog. I saw an advert about it somewhere – I wonder what I could do.’ And later, as we all know, attention wanes, the person leaves, and the problem is left unresolved. Only by consolidating efforts to tackle the main challenges can we achieve a clear, tangible result — Alexey Goreslavsky, Director General, ANO "Internet Development Institute" (IRI).