The purpose of social advertising is to draw public attention to a phenomenon or problem. Commercial advertising shapes positive and loyal attitude to a specific product or service, thus boosting the sales. If the ultimate purpose of commercial advertising is to change the consumer’s habits; the ultimate purpose of social advertising is to focus on the problem, and even changed the society’s behavior model in the strategic perspective.

Commercial and social advertising have different target sectors to. If for commercial advertising, this is a specific group of individuals, social advertising aimed at the entire society. Unfortunately, social advertising has remained the ‘poor relative’ of its commercial counterpart to date. Even though up to 5-10% of advertising space is dedicated by legislation for a social advertising, the quality of such advertising space remains unregulated. In the absence of skillful media planning, we can sometimes get most unexpected results: for example, advertising addressed to drivers that can be seen only by pedestrians, or an appeal to be a good citizen and pay taxes posted opposite a kindergarten or a school building. Even greater problems when it social street advertising emerge in the regions, where it is handled by inexperienced and unskilled people. The significance of social projects is enormous, but only if not perfunctory, if they generate value for the society, through creative and professional approach.

Social topics are complex and contradicting, sometimes even controversial, but social advertising has a great development potential in this country, because social advertising is a powerful tool to shape the public opinion. Therefore, drawing the public's attention to the society’s most relevant problems and moral values, helps in building a stable civilized society.

In the West, social advertising is seen as a specific tool used to prevent the society's diseases. In fact, this is the noble mission of social advertising. In today's Russia, main topics of social advertising – healthy lifestyle, including prevention of AIDS disease, observing the road traffic regulation, appeals of civil duty (to pay taxes, to serve in the army, etc.), natural environment awareness, patriotism and love of Homeland, strengthening family relations (including raising the birth rate), teaching the feeling of responsibility for the future of children and disadvantaged groups.

Social advertising works to improve the life of each individual and the society as a whole.