Pro-Social Advertising

Classmates Blogs to Visit May 24, 2010

Filed under: Uncategorized — akvablog @ 4:45

First blog I would higly recomend to visit was made by Lucie Čadová and it’s called ‘CommUNblock – UNblocking media’s secrets’ and it aimes at the problem of growing media bias within all media, especially internet and TV. The articles provided nicely illustrate that we really cannot trust everything we see or hear in media and that we should read/listen crtitically to these news and then create an opinion about them supported by other additional sources of information.

The second blog I would highly recomend was made by Misha Baginova is focusing on stereotypes in media and how these can shape our minds and attitudes towards reality. The name of the blog ‘Stereotyping in media’ stands for itself and the overall content of the blog discusses different kinds of stereotypes –  minorities,  genders; and also how these stereotypes may change children’s minds and their attitude towards, for instance, body image.

The third blog you should visit to get the insight of the media and especially internet censorship. Blog by Barbora Chromečková is focusing on the very update problem and that is internet content censoring. Especially in China, this is a hot issue and even though people protest against it, the government want to remain censoring for obvious reasons – they want to protect their communistic spirit untouched by other ‘sources of information’. Not only about this issue you can read about this blog.

The other blog I would recomend you was made by Jan Kotouč called ‘Media and Military’ and touches quite unusual field of media portraying – military portraying in media. It talks about how military can be differently stereotyped and provides a lot of interesting backing information. Especially the part about how video games can shape your view towards some military conflict, or war, was really surprising for me and definitely worth seeing.

The last but not least worth visiting blog I would recomend you was made by Petr Čížek and it’s called ‘Media Decreases Privacy’. It|’s main aim, as the name reveals, is to provide us with the information that everything we once write on the internet, each our data, it stays there for ever and it’s used for different purposes. Even if you only log in the internet, your personal data from your PC are immediatelly shared with vast amjority of internet channels. I would say that everyone who is nowadays puting personal stuff and data on the Facebook, or somewhere else, should be warned by reading this blog.


Introduction April 21, 2010

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This blog, as a Media Literacy project within Media and Society course, tries to show that advertising does not have to be always considered as either dumb, entertaining, commercial or controversial, but also that it can work for a positive thing – to change people’s minds on relevant issues they face daily.

The aim of this blog is to show that advertising becomes nowadays a natural part of our daily life and therefore cannot be omitted. Advertising slogans/mottos/images talk to us everywhere. Many companies, organizations and even private personalities use various media to deliver their ideas to the public and they are in the same time aware that advertising does this best. Advertising (can) successfuly delivers the message thru creative and powerful way, but it can also be weakish that people would neither see it, or get the message. But the key idea of the advertising is to create awareness and promote things, services or even personalities to the large amount of audience.

The pro-social advertising is a quite new and in some ways innovative concept of advertisement which focuses on relevant social, health and/or public issues which are considered as a threat to the audience. This kind of ad allows creative and powerful ideas to present these issues in more acceptable way. PSA (Public Service Advertisement/Pro-Social Advertising) is often used wisely and effectively to be as creative as possible, as effective as possible and to higher the awareness of the problematic issue in way that people relate to them and then get the idea of the social/helath/public issue.

Even though vast majority of media focus on commercials, PSA is getting its place on media market. It does not sell anything needless, it ‘sells’ awareness of real problematic issues taking place in the society which may easily cause that you would not have to be here tomorrow. Pro-social advertising gives you insight into the real issues which you should not omit. Thru reading this blog, you should get the notion of PSA – how it works, what its different kinds and usages are and what innovative approaches they use in order to increase awareness about particular issue.


See below some starters for you to get the taste of PSA! (For more images and videos, visit my PSA Gallery)





AIDS Awareness ‘PPSA’ campaign April 20, 2010

Filed under: Recommended articles — akvablog @ 4:45

Another article I recommend you to read is the one on, written by Christopher Byrne called AIDS Awareness: Smokey and the Cell Video – the Personal Public Service Announcement. This article briefly explains what kind of new PSA will exist from now on. The article approaches you to the excerpt from Scott Shamp’s essay posted here. Scott Shamp is a Director of the University of Georgia New Media Institute and Executive Producer of the Project AIDS Personal PSA 2008. I highly recommend you to read the essay which is putting a light on a future ‘career’ of the PPSA (Personal PSA). Its goal is to show young people the everyday life of people infected by HIV and force them to get tested.

What is more than interesting on this campaign is that it chose different ‘channel’ to spread the PSA message. They did not use internet as the majority of PSA campaign uses, but they rather tried to do it in more personal way. They targeted their audience thru cell phones. Unbelievable? Impossible? Costly? These are thing which came on my mind when I read it. But the article changed my view. Thanks to generous sponsors who participate on the campaign, Verizon, AT&T, Nokia and others, it was possible to send messages including PSA video free of charge. This generosity of the partners should not be seen as a way how to promote their companies, but rather a way how to point out that the public service announcements should be free of charge.

As Shamp said: ‘Think of the power of these new PPSAs (Personal PSAs) to change people, to make communities stronger’ (‘AIDS Awareness’), PSA should focus more on the technological devices media obtained across the century and take advantages of them. Think of that! We have nowadays more than one screen at home – we have not only TV, but also internet or iPods (today also iPad, iPhone and also other similarly-advantaged cell phones) which can be used to spread the PSA much quickly and much directly. Then, also think about other advantages of these modern media devices – they are small, quick, colorful, easily transportable and, primarily, personal. Each of us has cell phone and majority of us have iPod therefore we all can be personally aimed by this PPSA campaign. And that is its biggest advantage – it can be targeted directly at the audience the organization is interested in. And in this we can see the future of PSA campaigns – they become more personalized, more directed and therefore, hopefully, more effective.  AIDS PPSA campaign was launched in 2008 in USA, may be we all take advantage from such PPSA when it once comes on our phone.

Link: AIDS Awareness PPSA campaign

To get the idea how it will look like on your cell phone, click below.


“AIDS Awareness: Smokey and the Cell Video.” 01 May 2010

“AIDS PPSA 2008.” UGA New Media Institute. 01 May 2010


Bristol Palin’s PSA

Filed under: Recommended articles — akvablog @ 4:45

Even thought all this blog is about the positive advertising – the PSA – it doesn’t mean that all these pro-social ads were successful in delivering the right message. I found an article on David Horowitz NewsRealBlog called Could Bristol Palin’s New PSA Unintentionally Encourage Abortion? and I want you to decide whether the pro-social ad was really done properly that it delivers the ‘right’ message. The article talks about how US culture, according to the author Jenn Q. Public, is permeated by negative approach towards having children in early age. The author quotes Barac Obama saying he ‘wouldn’t want them (his daughters) to be punished by a baby’. (Public) This quote the author decodes as Obama’s saying that children damage your life. Then author uses quotation of Rebeca Walker who was describing what her mother’s thoughts were: ‘I was 16 when I found a now-famous poem she (Walker’s mother) wrote comparing me to various calamities that struck and impeded the lives of other writers……My mother had me – a ‘delightful distraction’, but a calamity nevertheless.’ (Public) Both quotes should support the notion that children are kind of trouble to our young teen’s lives.

After this introduction, the author is getting to her point and she presents new PSA campaign made by Candies foundation staring Bristol Palin (also teen mother). The PSA video is, at least for me and for the author, a bit ambiguous. On one side, it should warn teen girls that they should calm down before they do anything they could later regret. But on the other hand, the way how it is presented, according to me, is putting negative connotations on motherhood. And the author thinks the same saying ‘I wonder if this Candies Foundation ad goes too far in demonizing motherhood’. (Public) Jenn Q. Public, then, thinks whether this PSA really discourage teen’s behavior leading to pregnancy and therefore, whether the teens should see the abortion rather as a unavoidable conclusion than as their free choice. The author concludes her article putting a positive connotation on having a baby in teen age as having a new life challenge to handle which is not impossible. I personally agree with Public that this PSA did not clearly present the idea and therefore, for me, it sends an ambiguous meaning. And if we think about the impact on young teen girls who have not already sorted out their own worldview, I would not say that they would choose the option to ‘have a baby’.

Watch the video below to get the impression and then write down a comment what do you think about it. Do you think it carries a clear one way message?

Link: NewsRealBlog

Public, Jenn Q. “Could Bristol Palin’s New PSA Unintentionally Encourage Abortion?” David Horowitz’s NewsReal Blog. 01 May 2010

Candies Foundation Bristol Palin PSA. Perf. Bristol Palin. YouTube. 01 May 2010


Richard má problém (Richard has a problem) campaign April 19, 2010

Filed under: Recent news related to PSA — akvablog @ 4:45

Other worth noting event I would like to draw attention to is Linka Bezpečí project called Richard má problem (Richard has a problem). Linka Bezpečí is a Czech non-profit organization whose mission is to help both children and teens with their daily problems considering school , bullying, family troubles and other complicated situations which they could otherwise solve in an adequate way (by self-abuse, escapes, suicides and many others). This organization is working since 1994 and had adopted hotline telephone service from UK ChildLine and started a non-stop available service. This service enables any children to call and share his/her troubles and get an advice from the assistants on the other side of the cable. During the fall of last year, Linka Bezpečí launched a new internet campaign called Richard má problem which is an interactive website offering help to both children and parents. Its visuals are done to fit perfectly the style parents and children are familiar to. The part dedicated to children offers various real stories of children having problems with bullying, conflicts in family, divorce of their parents and so forth. Also including the promo video which is running on the internet (see below its excerpt). The part dedicated to parents is merely different. It shares common problems their children can face and how they can help them to go thru these problems. The guider thru the whole webpage is Richard Krajčo, well-known Czech front man of Kryštof band. The little figure he represents is animated and changes emotions and mimics according to the problem he faces in the clip. The promo video you can see below is done as a set of songs by Kryštof band and visuals showing Richard having various problems. And in the end of each part there is visible the number where children can call in case of necessity. This internet PSA campaign won an award in the Žihadlo 2009 competition in the category of public service announcements.

For non-Czech speakers: Here I add some images from the website to show you the visual part of the campaign:


Richard má problém. 01 May 2010

Richard ma problem. Perf. Richard Krajčo. YouTube. 01 May 2010

“Aktuality – Richard má problém.” Sdružení Linka bezpečí. 01 May 2010


PSA Gallery

Filed under: Gallery — akvablog @ 4:45

Here you can find various PSA campaigns which I found appealing and most of them even unforgottable… Even though some of them are in Czech, I think you get the messages it sends anyway.

And, please, feel free to share your comments and recomendations for other images, videos or/and sites.

(All images were taken from Google images, all videos from Youtube)










Amnesty International ‘Signature campaign’

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I would like to recommend you watching this very appealing videos made for the Amnesty International campaign in order to gain new people involved in the movement for human rights. These two campaigns (Signature and Ink) were aired in the year 2008 and even today are unforgottable  for me. Even if it may be disturbing for you, or unpleasant to watch it, please, watch it till the end. Then you certainly get the message and its emotional appeal will draw in your memory an adhesive memento.

Amnesty International “Ink” 2008. YouTube. 01 May 2010 <;.

Amnesty International – Signature. YouTube. 01 May 2010 <;.