This multi methods research, which is combined both of quantitative and qualitative methods, is about Public Service Announcement (PSA). This study is aimed to find out if something changes in behavior of people and their attitude to social problem in Russia by an impact of PSA and to understand whereby PSA impacts on changes in behavior of people and rise of attention to social problem in Russia. In order to achieve thesis aims, various types of data presented in this research: a survey of   50 people from different age and sex groups and interviews with a workers of two social organizations. To analyze a data, it were used a univariate and bivariate analysis for quantitative data. Analysis of qualitative data is done in a phenomenological way. According to the results, PSA performs its tasks, something it’s changed in people by impact of PSA, people of all ages noted an  influence of PSA on them, they get to know about social problem, begin to think about or changed their behavior, begun to work as volunteers, made a donation. By all this aspects as emotion, feeling, sensation, design, PSA impact on changes in behavior of people and rise of attention to social problem in Russia.  PSA impacts across effective psychological mechanism such as an emotional sphere of personality. Psychological aspects can be divided into cognitive and emotional. Emotion is one of the key factors of the PSAs. It is established that emotional memory is much stronger than other types of memory, affects human behavior. Cognitive component is related to how advertising information is perceived by people. All elements like an illustration, title, text, logo, layout and general features of the image determine the overall effect of advertising. PSA is a display of goodwill of society, its principled position on socially significant values. Social advertising can and should be considered as a mode of operation of social services.

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