On November 9, 2011 3d International conference «Improving Efficiency of Social Advertisement» took place in the Public Chamber of the Russian Federation. Experts in this discipline, students, public figures and philanthropists gathered together to exchange stand points on how to run the business to get the maximum feedback.

 «I have to get involved not only into social advertisement but into social politics, change in behavioral standards and public opinion in the whole nation. Social advertisement is only one of instruments of the social politics, – offered her opinion Natalia Agre the General Director of Zavod Consulting agency illustrating her standpoint by exaples of the agency practice.

On many occasions during this professional conference - in questions asked and in addresses made by other presenters - regardless of the issue discussed - be it AIDS or hypertension - standard ideas were offered. The social campaign should horrify the target audience to make it think about the issues it is facing.

On this concept Natalia Agre disagreed with the audience. She said that the social campaigners should not make the audience think but rather offer positive solution. According to her if we are addressing the AIDS morbidity issue the solution lies not in regular using condom but development a healthy functional family. The audience will follow the national traditions and positive examples rather than characters from the "House 2" show. Experts working in social campaign should discontinue shocking practice and start changing the public mindset and culture of behavior. In fact this is absolutely applicable to any social issue. We should follow the guidelines of the legacy of healthy life style, tradition to help underprivileged people, practice of decent behavior on the road and respect people around. This is the only way to resolve social issues».