What is a PSA?A message broadcast on radio or television.Intended to modify public attitudes by raising awarenessabout specific issues.Part of a public awareness campaign to inform or educatethe public about an issue such as smoking or compulsivegambling. http://en.wikipedia.org/wiki/Public_service_announcement
As Defined by the FCC“Any announcement (including network) for which nocharge is made and which promotes programs, activities,or services of federal, state, or local governments (e.g.,recruiting, sale of bonds, etc.) or the programs, activitiesor services of non-profit organizations (e.g., United Way,Red Cross blood donations, etc.) and otherannouncements regarded as serving community interests,excluding time signals, routine weather announcementsand promotional announcements." http://www.museum.tv/eotvsection.php?entrycode=publicservic
The Beginning of PSA’s Came into being with the entry of the United States into World War II. Radio broadcasters and advertising agencies offered their skills and facilities toward the war effort and established the War Advertising Council which became the official home front propaganda arm of the Office of War Information.http://www.museum.tv/eotvsection.php?entrycode=publicservic
Rosie theRiveterAccording to theEncyclopedia ofAmerican EconomicHistory, the "Rosie theRiveter" movementincreased the number ofworking Americanwomen to 20 million by1944, a 57% increasefrom 1940. http://en.wikipedia.org/wiki/Rosie_the_Riveter
The Ad CouncilBy the end of the war, the practice of volunteering free air timehad become institutionalized as had the renamed AdvertisingCouncil, which now served as a facilitating agency and clearinghouse for nationwide campaigns which soon became a familiarpart of daily life."Smokey the Bear" was invented by the Ad Council to personifyits "Only You Can Prevent Forest Fires" campaign"A Mind Is a Terrible Thing to Waste" raised millions for theUnited Negro College FundThe American Cancer Societys "Fight Cancer with a Checkupand a Check" raised public awareness as well as funds forresearch and patient services. http://www.museum.tv/eotvsection.php?entrycode=publicservic
The Fairness DoctrineThe ultimate demonstration of the effectiveness of public serviceannouncements came in 1969. Two years earlier, a federal courtupheld the FCCs application of the Fairness Doctrine tocigarette advertising on radio and television, and orderedstations to broadcast "a significant amount of time" for anti-smoking messages.This effectively meant one PSA for every three tobaccocommercials. The PSAs proved so effective that smoking ratesbegan to decline for the first time in history, the tobacco industrywithdrew all cigarette advertising, and Congress made suchadvertising illegal after 1971.Public health professionals credit the PSAs with having savedmany millions of lives by initiating the decline in Americansmoking. http://www.museum.tv/eotvsection.php?entrycode=publicservic
“This Is Your Brain on Drugs”The Advertising Media Partnership for a Drug-freeAmerica was set up by a group of media and advertisingagency executives, spearheaded by Capital CitiesBroadcasting Company, then completing the take-over ofABC.Rallying unprecedented support, the organizationmounted the largest public service campaign ever. Indeed,at its height, with more than S365 million a year worth ofprint lineage and airtime, it rivaled the largest advertisingcampaign.During the first years of the campaign, its research teamdocumented considerable difference in attitudinal andbehavioral change among young people. http://www.museum.tv/eotvsection.php?entrycode=publicservic
The Goal of a PSAThe goal of a PSA is to get someone to ACT, or change their BEHAVIOR.
Components of a PSATarget AudienceMessageOrganizationTag Line
Target AudienceIt is important to think about the intended audience of your PSA. What elements you include, as well as how you present the information, will vary based on your target audience.Demographics to think about: Age Gender Race Socioeconomic Class Education Sexuality Geographic Location Values and Morals Interests (sports, entertainment, etc.) Religion Politics
MessageWithout a clear message, the PSA is not useful to theviewer.Examples of messages include: Don’t drink and drive Drugs are unhealthy and destructive Failing to put out a campfire can cause a forest fire
OrganizationAt the end of a PSA, it’s important to put contactinformation for a local or national organization. Thisallows the viewer an opportunity to contact someone formore information or help.
Tag LineA tag line is a catchy one-sentence slogan that is statedtoward the end of the PSA It should be easy to remember Keep it short and simple! “Only YOU can prevent forest fires!” “Got Milk?”“This is your brain. This is your brain on drugs. Any questions?”
Hunger/Food Bank EducationRAADD Get FitUnited Negro College Fund Prepare for CollegeNature Texting and Driving