WHAT MAKES A SUCCESSFUL PSA CAMPAIGN?
Quality. People remember a dramatic or entertaining spot which is
beautifully produced. This does not mean that high budget PSAs are always
the most effective. Simplicity sometimes works best. But the intelligence,
sensitivity, and imagination reflected in that 30 or 60 seconds does much to
influence the public perception of the sponsoring organization, and the
importance of the issue.
Variety. Use different arguments, characters, tones, and bits of
information, and allow programmers to rotate spots so that they do not
become annoying to viewers. The most successful campaigns approach
different parts of you, hit you in several different ways.
Different Media. TV, radio, brochures, pamphlets, comic books, signage,
posters, refrigerator magnets, tee shirts, etc. reinforce each other in a
campaign. Words, images, statistics, testimonials, appeals to
self-interest, appeals to the public good, how it affects you, how it
affects your family and friends all work on viewers and listeners to
change even the most deeply seated prejudices, habits, and beliefs. On the
other hand, these things take time. Sudden massive changes are rare in this
arena.
Repetition. All the research indicates that the more often the audience
hears the message, the more likely they are to get it.
Multi-lingual / Multicultural. Hispanics are becoming the largest
minority, and prefer to be addressed in their native language. Every ethnic
culture has its unique range of values, prejudices, interests, filters.
Attractive Packaging. Programmers are more likely to air material which gets
their attention, presents the messages in words and images, and persuades
them to sit down and listen to your PSA. Use a powerful design, and if
possible, integrate the messages of the campaign into it.
Strong Marketing. A notification may get some usage. Add an articulate and
persuasive phone call and you will get more. Add a call from a powerful
local official noting the importance of the PSA to the local community, and
you will do even better.
Thorough Evaluation. It is good to have the numbers, and the who, when, and
where of airings. But qualitative assessments are very valuable too as you
work though revisions in a campaign strategy.
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