Pro-Social Advertising

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 NowPublic.com, 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 PPSA 2008

“AIDS Awareness: Smokey and the Cell Video.” NowPublic.com. 01 May 2010 http://www.nowpublic.com/culture/aids-awareness-smokey-and-cell-video-personal-public-service-announcement-0.

“AIDS PPSA 2008.” UGA New Media Institute. 01 May 2010 http://www.mynmi.net/aids_ppsa/videos.html.

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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 http://www.newsrealblog.com/2010/04/10/could-bristol-palins-new-psa-unintentionally-encourage-abortion/.

Candies Foundation Bristol Palin PSA. Perf. Bristol Palin. YouTube. 01 May 2010 http://www.youtube.com/watch?v=YpHlztPeHf8.