SERVICES  
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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