Transcript The Art of Getting Attention in the PSA World

The Art of Getting Attention in the PSA World
Priscilla Natkins
Executive Vice President, Director of Client Services
Ad Council Background
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Non-profit
 Leverage private resources
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Partner with Government agencies or non-profits
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Rely on pro bono services of founding industries:
 Ad agencies: Strategic & creative development
 Media: Donated airtime and space
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Comprehensive, integrated campaigns:
 Beyond PSAs, PR, web development, grassroots marketing,
etc.
Commercial vs. PSA
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PSAs: Donated media vs. purchased
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Donated media cannot be scheduled
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“Sold” to public service directors
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Objectives of PSAs
 Spark attitudinal or behavioral change
 Raise awareness, inspire action and save lives
Social Issues Through the Decades
1950s:
Forest Fires,
Polio
1960s:
Pollution,
Racial Discrimination
1970s:
UNCF, Peace Corps,
Red Cross
1980s:
Crime, Drunk Driving,
Seatbelts, AIDS
1990s:
Education,
Recycling,
Child Abuse
2000s:
Violence,
Mentoring,
Obesity Prevention
Today’s Media Landscape
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Exponential Increase in Media Outlets
 New Media: PDAs, cab tops, theaters, etc.
 Interactive media
 Explosion of cable and TV stations
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Limited Inventory
 Branded PSAs
 Commercial Clutter and Make Goods
Today’s Media Landscape
Emergence of Consumer Engagement:
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Passive “consumption” of messages through TV screen is
declining
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Three screens competing for attention (tv, computer,
phone)
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Consumer-generated content also competing as means of
communicating messages
Best Practices
Identify an Actionable PSA Proposition
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Complex issues must be drilled down to focus on an
individual action that is reasonable and achievable
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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:
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Take small steps to a healthier lifestyle
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Choose not to drink and drive
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Understand the warning signs of autism in their child
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Extend themselves to a friend suffering from a mental illness
Identify a Core Target Audience
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Do not try and be all things to all people
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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
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Utilize qualitative and quantitative research to probe:
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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
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The most reliable way to ensure focused advertising
is to start with a single-minded creative brief
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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
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Great creative strikes a chord and motivates people
to change
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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
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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
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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
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Determine successful outcomes by establishing realistic
measures before campaign launch
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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
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Stay on top of consumer trends and evolve your message
over time to maintain relevance
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Work with community groups (boots on the ground) to
perpetuate the message and give it a local face
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Understand and meet the needs of Public Service
Advertising Directors
Be Patient
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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
New Social Norm
Drinking and Driving
Intervention; Designated Driver
Smoking is Cool
Smoking is Deadly; Un-cool
Driving without Seat Belts
Buckle-up. Always
Know when NOT to Develop a PSA Campaign
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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
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Consider other options like paid advertising or direct mail
to take the message to market
Thank you!