However, complaints by anonymous groups led Moscow officials to ban the outdoor advertising on public transportation. An impact evaluation was carried out using a random telephone sample of 1,228 persons aged 15-25. The experience provided a number of lessons, perhaps the most important being the high potential value of partnerships with the private sector. In this particular case, it was demonstrated that the Russian mass media can be an efficient tool for reaching young people with a well-designed and specifically targeted public health message. Other strategy-level lessons were apparent.
Many social groups are uncomfortable with the open discussion of sex and sexual health.
In this case it led to strong opposition and resistance by a vocal minority. The resistance included the destruction of posters, demands that city council ban outdoor advertisement, and the appearance of flyers in the metro saying condoms are ineffective. Lobbying on the political level is very important to guarantee successful implementation. As in most places, in Russia a positive message with regard to safer sex and condom use works better than a threatening or intimidating message.