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Coalition for social advertising development in russia
Coalition for social advertising development in russia
Coalition for social advertising development in russia
Coalition for social advertising development in russia
Coalition for social advertising development in russia
Coalition for social advertising development in russia
Coalition for social advertising development in russia
Coalition for social advertising development in russia
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Coalition for social advertising development in russia

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  • 1. Coali&on  of  NGOs  for  Social  Adver&sing  Development  in  Russia:  bo>om-­‐up  alliance  By  Yulia  Koval-­‐Molodtsova  SIS  644.Communica/on  for  Social  and  Economic  Development  Prof.  Levinson    
  • 2. Introduc/on  video  (http://youtu.be/s0UjkjuwjCs)  Case  Focus:    •  To  analyze  the  efficiency  and  poten/al  of  the  Coali/on   of   NGOs   for   Social   Adver/sing  Development  in  Russia  -­‐  a  bo>om-­‐up  alliance  and   network   created   in   response   to   the  uncertain&es  in  the  environment  
  • 3.  All  around  the  world  social  adver&sing  (or  non-­‐commercial  adver&sing,  public  service  adver&sing)  serves  the  tasks  of  addressing  acute  social  problems,  allevia/ng  social  tension,  and  contribu/ng  to  educa/on  and  development  of  na/ons.      Efficiency  of  the  social  adver/sing  market  is  an  important  indica/on  of  the  civil  society  sustainability.      Example      
  • 4.    
  • 5.  Concepts:   This   analysis   takes   into   considera/on  interorganiza&onal  approach,  network  theory,  concepts  of  trust  and  change  in  regards  to  the  civil  society  role  in  the  development  Significance:  There  is  a  growing  interest  of  the  government  and  commercial  adver/sing  companies  in  taking  over  the  concept  and  market   of   “social   adver/sing”   in   Russia   and   crea/ng   a   formal  structure  that  may  fulfill  most  of  the  Coali/on  func/ons  Research  ques&ons:    •  how   the   fact   that   the   Coali/on   was   created   only   by   NGOs  influences   its   networking   capacity   and   ability   to   reach   the   set  goals    •  how  effec/ve  and  relevant  the  ac/vity  of  the  Coali/on  was  in  regards  to  its  goals  and  organiza/ons’  poten/al  
  • 6.    
  • 7.    
  • 8. Conclusions  and  recommenda&ons:  u  The  Coali/on  needs  to  take  into  considera/on  the  experience  and  interests  of  government  and  business  organiza/ons  involved  in  the  field  of  social  adver/sing  –  to  expand  the  network  and  make  it  more  inclusive    u  It  is  important  to  shiP  the  focus  to  the  goal  of  consolida/ng  efforts  for  developing  ethics  and  unified  approaches  and  standards  to  crea/ng  and  evalua/ng  efficient  social  adver/sing  in  Russia      

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