The outdoor advertizing plays an important role in formation of public opinion. Objects Out-of-Home have short but a memorable message which strongly runs in people heads. Nowadays it is more than ever important to use this tool reasonably and with advantage.
Any media are an intermediary not only between commercial structures and the consumer but also between conscious citizens. During the critical period for the country the Ukrainian outdoor advertizing became a platform for expression of a civic stand.
In December-January the agency of outdoor advertizing Master AD helped to organize an advertizing campaign of new edition of the anthem on city-lights, transport, in communal entrance halls, on the LED-screens in 15 cities of Ukraine.
In the history of independent Ukraine there were already attempts to change the anthem text. In 2003 some amendments in the text were introduced at legislative level. Today million Ukrainians newly realized himself citizens of the country. For these four months we sang the anthem more time than for all life, and began to think of those meaning of our main song.
Life-coach Anna Walesa offered and amended a text of the Ukrainian anthem. Anna's option can be read here.
She took as a basis Chubinsky's text which reflects national spirit and the historical truth about fight of the Ukrainian people for freedom. But Anna replaced the accents in it in such a way so to inspire people to think about aspiration to a victory and determination to fight. The rhythm and the rhymes remained as before so the new text easily lays down on Verbitsky's melody.
Proofreading of the anthem is only personal opinion of single conscious citizen. The main goal is creation of a positive image of the future to focus attention of people to considering and creation of such important national symbol as the anthem. It is possible now thanks to outdoor advertizing.
"Our debt is to help people to be heard and to have an opportunity to state various points of view. We could express our civic stand within professional opportunities, supporting the country in a hard time. Though this placement also caused an alarm in the Donetsk city hall", tells Svetlana Stepanyuk, the media director of Master AD.
In that period of a total ban on placement of all Ukrainian outdoor advertizing companies showed necessary courage and supported campaign of the new text of the anthem.
Recently the second wave of placement in the large cities - Kiev, Kharkov, Donetsk and others started. There is also special Facebook-page where everyone can state the views.
Giving an impetus for public discussion on significant subjects, advertizing carries out three important functions: social, ideological and educational.
When the channel of communication becomes a loud-hailer, the spokesman of creative ideas for civil society it gains pithiness. Support of new edition of the anthem of Ukraine is the first stage for outdoor advertizing of the whole series of the initiatives directed on expression and distribution of various civic stands.
