One of such means of expressing one’s opinion was the phenomenon of social videos - a way to draw public attention to the existence and need to solve a certain social or state problem. And the level and accessibility of modern technologies allows not only public and private institutions, but also creative teams of young people who are not indifferent to the accumulated problems of society to take up this matter. This is a very noble activity and necessary at this time. But in order to create something completely new, you must first take into account mistakes and accumulated experience. For example, many current social videos do not cope with the task that is assigned to them. Why? Yes, because, in essence, wanting to show the problem of society, they actually demonstrate a negative model of individual behavior. Let's leave the motives of the creators of the videos aside and dive into the essence hidden in the depths and not visible at first glance, which may not turn out to be so rosy in reality.
A person’s internal state largely depends on what he sees, reads, listens to and knows. And the media, as if by special order, daily pour out masses of negative information on people, which has become so ingrained and taken root in the public consciousness that its presence on the pages of newspapers and on television and radio broadcasting is perceived as the norm. People are so accustomed to negativity that they even stopped paying attention to it. And it is not only ordinary viewers who suffer from this, but also, obviously, the people themselves who are responsible for filling the information airwaves, sometimes even without knowing it and by inertia setting in motion the mechanism that was once launched.
Obviously, many working groups on television, when starting to create the next social video designed to change the worldview of the masses, do not think about the fact that, despite all their good intentions, they are essentially showing the viewer what their consciousness faces every day. Therefore, when filming their work, they reflect in it the same destructiveness that has so cunningly and completely crept into the thoughts of the public.
As an example, consider one of the many videos that have now appeared on the vast expanses of the Internet. The plot is as follows: a young company sits at a table and drinks. Then gloomy pictures of the future of these people begin to appear on the screen, accompanied by a voice-over telling in what torment and under what circumstances each of them will die for their addiction to alcohol. Let's think about what kind of aftertaste such a video will leave behind? Most people will either feel sad or indifferent. It seems that they warned, they did a good job, what’s the problem? Where is the expected effect?
The thing is that the people who created this video only showed in vivid colors the very essence of the problem and its negative consequences, but did not offer specific ways out of the situation. And then, is it possible to defeat negativity with negativity? Is it possible to slow down an avalanche by throwing snowballs at it? Accustomed to seeing only the bad, people will once again shrug their shoulders and say: “So what? Something bad happens to everyone, so it happened to them.” Seeing a sad picture will plunge the viewer into an even more depressed state. But more than that, it is not taken into account that the negative moments from such a video, designed to influence consciousness in a positive way, will be deposited in the depths of memory and can sooner or later emerge in any situation. Well, you and I already know how this turns out. Out of nowhere comes a bad mood, or dissatisfaction with others, or something else. And it, in turn, entails a whole chain of cause-and-effect relationships, because, as you know, not a single action, not a single deed, passes without a trace.
What is the most favorable way out of this situation? First of all, in changing the format of our own thinking. After all, the outside world depends entirely on how we see and imagine it. If we have thunderclouds with rain and hail inside, then the outside world will reflect our inner state in events and situations, and if the sun shines inside and a warm and gentle breeze blows, then the outside world will be pleasant and comfortable. And if we want to convey a piece of our inner warmth to another person, then we need to do this warmly, with light and love. But there is no way to intimidate him and frighten him with gloomy forecasts. All this is already enough in the daily flow of life.
Social videos should become that ray of light, that outstretched straw that a simple person, drowning in the daily routine of bad thoughts imposed on him, could grab onto. He must look and draw a conclusion for himself, make a decision: I will do well! I will bring Light and Goodness to the world! And I believe that I will change it for the better!
As it was said in one wise book: “It’s good that we have rich people. The bad thing is that there are still poor people.” Believing that the problems of other people who have had less than ours in this life do not concern us in any way, we make one of our main mistakes. Our world is our home. One for everyone, common. He is united and connected by the thinnest threads of human destinies, invisible to our eyes. The longer we remain indifferent to everything that happens under the blue arch of our roof, the more and faster our common home declines. And the more we are interested in the comfort and coziness in it for all residents, performing good deeds every day in our thoughts, words and actions, the more valuable it becomes for us to understand its purpose in our destiny.
Remember that Good always begets Good!
Dmitry Boyko, Donetsk,
Member of the International Public Organization "LAGODA"
Photo: From free access on the Internet
Today, when terrible things are happening in the world, it is so important to remain human. And even though one person cannot stop global catastrophes, he can stop the war within himself and his family. Especially for you, dear readers, we have made a selection of social videos that relate to various problems within individuals and society. Some videos will make you laugh, some will make you cry, and we, the Vox Populi editors, believe that you should watch them on a “pass it on” basis...
1. A country without racism and xenophobia
This video was made by the social movement “A Country without Racism and Xenophobia.” The idea of the video is that every day in the simplest situations people are faced with prejudices, stereotypes and prejudiced attitudes.
The video has already received more than 1,404,300 views.
2. Put the racist in his place.
3. Anti-drunk driving video “PubLooShocker”
A video that has already been watched by about 13,500,000 people. We hope they never drive while intoxicated...
4. One photo on the day of the worst year of my life
Video dedicated to domestic violence and filmed for Croatian Social Service. To date it has been viewed 49,182,809 times.
5. Video in defense of Syrian children “Most Shocking Second a Day Video”
Just because it doesn't happen here doesn't mean it doesn't exist. The compelling video received 51,731,566 views.
6. Video about moral support (with English subtitles)
Sometimes moral support means more than medicine. This is what the video is about.
7. Which of us is perfect? (with English subtitles)
Once upon a time, a Swiss charity ProInfirmis made a social video about people with disabilities. And today you will see him. The video received almost 23,500,000 views.
A woman named Terry talks about her morning routine: first she puts on dentures, then a wig and a cap to cover the hole in her throat. Terry's smoking caused throat cancer, as a result of which the woman lost her teeth and hair, and her larynx was removed. We hope that among the five million people who watched this video, there were those who finally quit their bad habit.
9. Be careful near trains
The video, which at first seems humorous, takes on a serious meaning in the end. After all, dying under the wheels of a train is as stupid as swallowing superglue... It is noteworthy that after the release of the video with a cute melody, the number of cases of dangerous behavior on railway platforms decreased by 20%.
To date, the video has already been viewed 117,513,657 times.
10. Dumb ways to die. Parody
11. Against child abuse “For what”
“More than anything, our children need our love when they least deserve it.”
12. Video for child protection
Boys' Choir TheWuppertalerKurrende took part in a social event dedicated to International Children's Day. Every three seconds one of the participants leaves the stage. The speech symbolized that the world loses a child every three seconds, and many children will not live to see their fifth birthday. The reasons may be different: hunger, malnutrition, dirty water or lack of antiviral vaccines. The video encourages people to visit the child protection website InternationalChildren’ sFund and make donations.
13. I dream of becoming a garbage man (with Russian and English subtitles)
“Good stories happen every day,” says the heartfelt public service announcement.
14. For children only (with English subtitles)
Brilliant advertising created for both children and adults. From their height, children see a picture urging them not to tolerate domestic violence and to call the number provided. Adults get acquainted with the work of the children's aid fund.
The video has been viewed 9,607,741 times.
15. Video calling for learning first aid for victims “Break the barrier”
If you don't know how to provide first aid, you won't be able to save a person.
16. Sclerosis
Every day hundreds, and maybe thousands of pieces of various media material appear on the Internet. We have selected 10 videos for you that may not be the best social videos, but are definitely interesting to watch!
The film was released in 2014 Interstellar and many people were fascinated by the theme of space and its immensity once again. If you are also wondering if we are alone in the universe, then watch the video “ 219 seconds“.
Social video from Malaysia. About the problems of fathers and children, about tolerance and the closest people.
How do you see yourself in your last 10 years? Everyone decides for themselves how to meet old age and how to spend it. Video " Make Health Last. What will your last 10 years look like?“
Have you heard that life is completely cyclical? And everything that happens in it is a reflection of our actions at some previous point in time. Video from 5 years ago “ Kindness Boomerang“, about how important it is to do small acts of kindness every day.
What kind of work requires you to be involved on a daily basis? 24 hours a day? Without breaks and pay? Of course the job is Moms. Social video “ The Hardest Job in the World!“
And of course no less difficult work - Dad. Excellent work from director Inga Shchepanovskaya.
Can't ignore work Madeline Sharafian – Omelette. Everyone will be able to see something for themselves in this cartoon. How important is it to have a friend, or the importance of caring, or perhaps how to appreciate those around you?
Sometimes it's so difficult to talk to a stranger. Video from Italy, “ Silent Love“
Video about the transience of life. How quickly do we change and what remains in the end? “All life in front of the mirror”
We decided not to add the last video and leave the choice up to you! Which video struck and touched you? Leave your option in the comments!
If you find an error, please highlight a piece of text and click Ctrl+Enter.
Social advertising is one of the main conduits of NPO ideas to a wide audience. Short commercials can quickly and accurately tell people about a variety of social problems - palliative care, organ donation or orphanages. At the same time, social advertising is perhaps the most difficult of advertising genres, I’m sure BBDO Moscow. After all, it teaches correct behavior in society. That is, a discipline that has been “taught” for centuries in such reputable social institutions as family, school and church. Hence the logical question: how do the creators of social advertising cases manage to do what family and school cannot always teach?
“It’s all about the IDEA,” Tatyana answers. - In the very one that is a mental prototype of any action. An advertiser has a whole set of tools that help to transfer an idea from the category of abstract, abstract, and, therefore, concepts far from the average person into the category of material. Something that can give impetus to behavior change. Agree, the rain outside the window influences the decision to take an umbrella more than an abstract weather forecast.”
« In social advertising, one can identify trends that contradict trends in commercial advertising,” says Tyutyunnik. — If sentimentalism has reigned in commercial advertising, then in social advertising the time has come to turn to logic. However, as before, the presence of an idea, accurate insight and the novelty of presenting material play a vital role in social advertising, as in any other advertising.”
Experts from the advertising company BBDO Group Proximity, And Tatyana Tyutyunnik, head of the creative groupBBDO Moscow, selected the most interesting social videos of recent months and told us how to achieve insight, empathy and find the key to the most difficult audience.
"Scoundrel, the likes of which the world has never seen"
Plot: Coleman Sweeney was a most unpleasant fellow. 365 days a year, 24 hours a day, he did terrible things: he took candy from children, shot a neighbor’s dog with a paintball gun, and stole other people’s underwear in laundries. He was a real bastard until he... died. Coleman Sweeney became an organ donor and saved the lives of a father of two, a war veteran and a teacher.
Oleg Burukhin, Director of Strategic PlanningProximity:
“The topic of organ donation is extremely controversial and is not suitable for all cultures and religions. Therefore, if something like this needed to be communicated in Russia, localizing this video would be the last thing you would need to think about.
Putting that aside, the strategy behind the short film is: to reach everyone (target audience), What any can become an organ donor (message), appealing to the widespread in social advertising insight a little person (“Who am I to really influence the lives and destinies of people?”).
At the same time, throughout the entire video, the authors entertain the audience, and do not scare or squeeze tears out of them (which social advertising is notorious for). In this way, they ensure that the mini-film will be watched to the end, and the message will be perceived without unnecessary barriers. The phrase “save a life” in the slogan enhances the effect. Of course, “donate an organ” and “save a life” are in different weight categories in terms of audience perception.
I would like to especially note how the character is built - asshole. At first glance, he is a complete idiot, but if you think about it, he is harmful, but not stupid, stupid, evil, etc. And he is harmful in small things, because on important issues - saving people's lives - he is very friendly. The hero of the American film is built on such imaginary dualism.
The description of this video says that the film is aimed at millennials - I personally don’t find any reason to think so, so I write that the target audience here is as wide as possible in terms of age and gender. But you can’t say the same about social status, but that’s another topic.”
Tatyana Tyutyunnik, head of the creative groupBBDO Moscow:
“To be heard, say it differently. Thousands of people around repeat common truths. It is not surprising that these truths soon enough become indistinguishable to our ears, becoming white noise. But imagine that in a Russian-speaking crowd at rush hour you suddenly heard Japanese speech. The reaction to it will be immediate.
The case of organ donation is a perfect example of this.
Of course, you can make a touching video about this walking embodiment of goodness and political correctness. He loves the whole world during life and sacrifices himself after death in the name of prolonging the lives of others. But who will hear this story? And even if he hears, he is unlikely to follow suit. “Organ donation is for special people, but I’m an ordinary person with my weaknesses and shortcomings,” the viewer will think, and will return to his business. But when you see an exceptionally asocial type, capable of an act of the greatest mercy, the thought that you too can be a hero comes to mind by itself.”
Homunculus Graham
Target: Reducing the number of car accidents
Agency: Clemenger BBDO Melbourne
Plot: The Australian Transport Accident Commission asked a sculptor, car safety specialist and traumatologist to create a sculpture of a human body that could withstand any accident. The sculpture was named Graham.
Tatyana Tyutyunnik, head of the creative groupBBDO Moscow:
“Homunculus Graham clearly illustrates the fragility of the human body, its inability to withstand a blow. The sculptor, trauma surgeon and car tester literally explain to us the “anatomy of an accident.” No emotions or moralizing. Just the facts. Laws of physics. Everything is very specific. Here is the brain, it hits the frontal bone with such and such force, and the occipital bone with such and such force. These are the ribs, they can withstand such and such pressure...
For the modern viewer, the artistic demonstration of death has long lost its sharpness and persuasiveness. The art of cinema has replicated her too much. But the format of the training programs, on the contrary, looks fresh and interesting. And the creators of the case took advantage of this.
Graham makes you think seriously precisely because of his materiality and realism. And also because he is different. He is an illustration of how the idea of safe driving can be conveyed through the absurdity of safety.”
3 The dog will never leave you
Target: information campaign of the 30 millions d'amis foundation, France, which helps homeless animals,
Agency: Buzzman
Plot: The video shows a devoted dog who runs after the car of his owner who abandoned him, saves his life after an accident, and whines while waiting at the doors of the intensive care unit.
Oleg Burukhin, Director of Strategic PlanningProximity:
“The video is sad. Those who watched it carefully probably noticed that the scoundrel, who left his faithful dog in the forest, got into an accident because of this very dog. Even if the authors tried to go beyond the expected message “don’t give up on man’s best friends” and philosophically hint that giving up a dog can bring suffering not only to the dog, but also to the owner, then this is not suitable for a general audience - it is too complicated and confusing.
As for the target audience: the first and main are dog owners, the secondary are potential dog owners. In both of them, the authors of the video intended to evoke compassion, deepest empathy and tenderness, mixed with pride towards the dog and indignation towards its owner. In general, everything is as usual, but we can at least be grateful that no one died.
I have a question for the authors of the idea - for what reason did the owner of the main character want to abandon him? It is known that people give up dogs for very different and mostly objective reasons, for example, worrying about the safety of themselves and/or their children, if the dog, having matured, turned out to be a biter. Have you ever seen people who gave up their sweetest, faithful dog?”
Tatyana Tyutyunnik, head of the creative groupBBDO Moscow:
“The video about a dog and its owner was created according to all the laws of the melodrama genre. A magnificent picture, touching music, the hero is a faithful dog, the anti-hero is a man. But what new does this work reveal? Only once again does it convey the idea that animals are better than people. It is unlikely that such an argument will have any effect on a person who has decided not to be “responsible for those he has tamed.”
4. Refugee Olympic Team
Target: Supporting the refugee team at the Olympics in Rio de Janeiro
Agency: Buzzman
Plot: Young refugee boxer Abdullah, who was forced to leave Iran, talks about life in Germany and how he ended up on the refugee team.One of a series of videos from the UN Refugee Agency about people who had to flee their country and became members of the Olympic team.
Oleg Burukhin, Director of Strategic PlanningProximity:
“This video is not like public service announcements that are usually produced by charities and other public organizations, despite the fact that it was made by a whole pool of such organizations. This is a political order, since the "great migration" of the Middle East to the West in a modern context requires interpretation (note the reason why the main character ended up in Germany), adaptation (note why the main character likes boxing) and integration (remember that this motivates the main character).
It is difficult to clearly judge who this video is aimed at without having a media plan in hand, but my hypothesis is that these are, after all, residents of the host countries, perhaps specifically Germany.
The objectives of this advertisement are to build knowledge about the Team Refugees movement and to form a new picture of the world, in which there is no “them” and “us,” in which refugees become an integral part of society. However, such shifts in public consciousness cannot be achieved within the framework of one video, especially this particular video will not contribute to this - because the message “they are part of us and on an equal basis with us” from the point of view of audience perception means that there are still “they” and “we” "
5. Children and Shtanosaurus
Target: Information campaign for children 4-8 years old to prevent cases of pedophilia. The video was created for the National Society for the Prevention of Cruelty to Children.
Studio: Aardman Animation
Plot: The musical cartoon about the Shtanosaurus teaches children to firmly say “no” to anyone who asks to look into their pants.
Tatyana Tyutyunnik, head of the creative groupBBDO Moscow:
“There are cases when, in order to achieve results with the audience, you need to speak in a language familiar to them. First of all, if this audience is children. The case, aimed at developing the correct behavior in a child in cases of sexual harassment, successfully combines the style of a fashionable children's cartoon and instructions on behavior in dangerous situations. Multiple repetitions of the same thought, a cheerful, catchy melody, simple short phrases - all this will help parents have a conversation on a sensitive topic. And for the children to learn the main message.”
