The Art of Getting Attention in the PSA World Priscilla Natkins Executive Vice President, Director of Client Services

Ad Council Background • Non-profit  Leverage private resources • Partner with Government agencies or non-profits • Rely on pro bono services of founding industries:   Ad agencies: Strategic & creative development Media: Donated airtime and space • Comprehensive, integrated campaigns:  Beyond PSAs, PR, web development, grassroots marketing, etc.

Commercial vs. PSA • PSAs: Donated media vs. purchased • Donated media cannot be scheduled • “Sold” to public service directors • Objectives of PSAs  Spark attitudinal or behavioral change  Raise awareness, inspire action and save lives

Social Issues Through the Decades

1950s: Forest Fires, Polio 1990s: Education, Recycling, Child Abuse 1960s: Pollution, Racial Discrimination 1970s: UNCF, Peace Corps, Red Cross 1980s: Crime, Drunk Driving, Seatbelts, AIDS 2000s: Violence, Mentoring, Obesity Prevention

Today’s Media Landscape • Exponential Increase in Media Outlets    New Media: PDAs , cab tops, theaters, etc.

Interactive media Explosion of cable and TV stations • Limited Inventory  Branded PSAs  Commercial Clutter and Make Goods

Today’s Media Landscape Emergence of Consumer Engagement : • Passive “consumption” of messages through TV screen is declining • Three screens competing for attention (tv, computer, phone) • Consumer-generated content also competing as means of communicating messages

Best Practices

Identify an Actionable PSA Proposition • Complex issues must be drilled down to focus on an individual action that is reasonable and achievable • For example, within Health Care, an individual:    Can’t change costs associated with treatment Can’t provide access to those uninsured Can’t change malpractice settlements

Identify an Actionable PSA Proposition But, an individual CAN: • Take small steps to a healthier lifestyle • Choose not to drink and drive • Understand the warning signs of autism in their child • Extend themselves to a friend suffering from a mental illness

Identify a Core Target Audience • Do not try and be all things to all people • Who are the low-hanging fruit that you hope to change?

 What do they currently know about the issue?

 How open are they to change?

 How far do you need to move them before they take action?

Do Your Homework Upfront on Your Audience Identify a Consumer Insight Through Strategic Planning • Utilize qualitative and quantitative research to probe:   What is stopping them from action?

What message will be relevant and motivational?

  How do we deliver the message?

Why would the consumer believe the message?

Resist the Temptation to Say Too Much Persuasive Creative Says Just One Thing • The most reliable way to ensure focused advertising is to start with a single-minded creative brief  Background – Why are we advertising?

     Target Audience – Who are we talking to?

Strategic Insight – What will get their attention?

Main Message – What should the advertising say?

Support – Why should they believe us?

Call to Action – What do we want them to do?

Strive For Creative Excellence •     Great creative strikes a chord and motivates people to change Talk to the audience as you would a friend If possible, entertain them If needed, make them uncomfortable…to a point Once you’ve got them, don’t ask for too much  Speak to their kids about their friends…  Take the keys from a drunk driver…  Visit a website to learn more

Let Your Website Do the Heavy Lifting • Given the single minded focus within your PSAs, an informative and engaging “back end” is critical:    Concise home page Easy to navigate Entertaining yet instructive

Boost • Imbed PSA

Venture Outside the PSA Box

Social Networking Site Presence

PSAs at Streaming Video Sites

Targeted Rich Media Placements

Cause and Event Marketing

Establish Clear Metrics for Success • Determine successful outcomes by establishing realistic measures before campaign launch       Donated media support Press coverage Visitors to the website Calls to the toll-free number Changes in awareness levels Changes in behavior

Be Flexible and Proactive • Stay on top of consumer trends and evolve your message over time to maintain relevance • Work with community groups (boots on the ground) to perpetuate the message and give it a local face • Understand and meet the needs of Public Service Advertising Directors

Be Patient • In nearly all instances, changing social norm from a behavior that is acceptable to unacceptable, or vice versa, takes time, dedication and continued funding Acceptable in the Past Drinking and Driving Smoking is Cool Driving without Seat Belts New Social Norm Intervention; Designated Driver Smoking is Deadly; Un-cool Buckle-up. Always

Know when NOT to Develop a PSA Campaign • Some issues don’t work well with PSAs:   Messages that only affect a small percentage of the population Messages that are time sensitive  Messages that advocate • Consider other options like paid advertising or direct mail to take the message to market

Thank you!