Pro-Social Advertising

ACT Responsible April 19, 2010

Filed under: Recommended blogs — akvablog @ 4:45

                                              

This website has not be ignored because its purpose is more than praiseful. ACT is a non-profit Swiss organization which gathers the greatest gallery of world PSA. ‘ACT – Advertising Community Together’ is aimed on environmental changes, sustainability and social responsibility. ACT arches over world advertising professionals who express their talent on very positive and useful ads – PSA. Advertising Community Together  also brings together various companies and key industry players who are keen to participate on the social responsibility lifestyle and therefore encourage other companies to do so as well and spread these good practices in order to get more people and organizations to behave responsibly. Of course, the non-profit organization has to pay these ads and ad professionals. Industries help with this and are financing whole 100% of their actions.  They believe that thru effective and inspiring public service announcements people understand the urgency and necessity of behaving responsibly towards the environment in order to improve most disturbing issues in the world.

                   

ACT Responsible

Act Responsible. 01 May 2010 http://www.act-responsible.org/public/index.php?public=0.

 

Osocio

Filed under: Recommended blogs — akvablog @ 4:45

           

Osocio, formerly known as Houtlust Blog, focuses exclusively on social advertising campaign and non-profit campaigns which both strive to make people aware of world issues in order to make the world better. The blog was founded in 2005 by Marc van Gurp and it was written only in Dutch. But thanks to many visits and interest of people from outside Netherland, the English version was inevitable. Not long after, Houtlust Blog became a main platform for non-profit pro-social advertisers with many references. Osocio declares itself to be the central hub for advertisers, activist, environmentalists, Samaritans and many others who really care about what’s happening on planet considering human’s impact. (Osocio) I have to strongly agree with Osocio claim about pro-social advertising that it ‘has uncanny power to make us stop, think and then take action to help person, group of people ….’. (Osocio) This is very true and Osocio blog introduces more details about each campaign posted there so that you get the notion about the whole campaign, what was the first reason to create that and also it allows you to be able to think more deeply about any other pro-social campaign you will see, because you will know what is happening in the backstage.

Here is a little taste of one of the recent projects posted on Osocio. Let’s try to see the world as homeless people see it – click on the link below:

It is easy to enter the street. But hard to escape it.

http://www.being-homeless.com/

Osocio

“See through the eyes of homeless person.” SAMU SOCIAL. 01 May 2010 http://www.being-homeless.com/.

Osocio – Social Advertising and Non-profit Campaigns. 01 May 2010 http://osocio.org/.

 

Social Advertising

Filed under: Recommended blogs — akvablog @ 4:45

Social Advertising blog is a non-profit journal which claims to be posting ads which promote social responsibility and encourage others to behave so. On this page you find vast amount of pro-social advertising campaigns focusing on many issues ranked in 14categories such as Alcoholism, Disability, Education, HIV, Smoking, and many others. You can ‘enjoy’ both images and videos following an introductory text which describes the issue and also the campaign in particular country. Other benefit of visiting this page is the list of other blogs focusing on pro-social advertising which you can visit then to find more about PSA and its campaigns. If we are an international university gathering international students, I am sure that you will certainly find at least one pro-social ad from your country, in your language, on this blog. See below a little taste of ads posted on Social Advertising blog:

Disability means Possibility

NCDV domestic Violence TV ad

Social Advertising

Social Advertising blog. 01 May 2010 http://www.social-advertising.info/.

NCDV Domestic Violence TV Ad. YouTube. 01 May 2010 http://www.youtube.com/watch?v=CSjzOAEVi5I.

Disability means possibility. YouTube. 01 May 2010 http://www.youtube.com/watch?v=uhKMouRaWcY.

 

PSA – ads which make you think April 18, 2010

Filed under: Essay — akvablog @ 4:45

Do you know how much advertising are you exposed to? According to Cognitive Psychology of Mass Communication, everyone is exposed to at least 500ads daily. (Harris) That is quite a big number, isn’t it? But, honestly, how many of them do you recall the day after? Three, one, none? If none, then money and effort spent on these ads were useless. But, what if some advertising has so called ‘stopping power’ which makes you stop, think and then take the idea and bear it in mind? This one you would certainly remember. And such stopping power has PSA in majority, if not in all, cases.

Common purpose of advertising is to persuade audience. It should persuade audience in many ways with different effects. Main effects of advertising are behavioral (buy the product), attitudinal (like the product) and/or cognitive (recognize and/or learn about the product). (Harris) Each advertisement should create at least one of these effects otherwise it can be considered ineffective. In case of Public Service Announcement, the advertisements work primarily with the cognitive effect which let people think about the problem, recognize it and learn from it. Public Service Announcement, or in other words pro-social advertising, according to Hastings and Prince Edward District School Board, is ‘a 30 to 60 second video and its goal is to persuade an audience to take a specific action or adopt a particular viewpoint on a cause or social issue’. (‘Characteristics…’) Therefore it focuses mainly on daily issues which are considered as a threat to the society and which society does not take as seriously as it should. (Many examples of PSA campaigns you may see in my additional articles and recommended blogs where you alone can also judge the way of persuasion and overall effectiveness of this kind of advertising.) What else have to be mentioned is that majority of PSAs are made by non-profit, non-governmental organizations and are done to serve a purpose – to raise awareness, not to raise sales. In my personal view, the advertisement focusing on daily issues which are considered as a threat to the society are by itself powerful. And the execution in majority of cases is even more powerful and effective if gets to the viewers. Both those factors of success of this campaigns are also supported by very straight forward and original way of execution and therefore also very powerful considering sent the message. For instance, look at this quite new example of PSA focusing on protection against AIDS.

This video called Zizzi Grafitti was made by Association Française de Lutte Contre le VIH/sida et les Hépatites Virales (French association for AIDS and hépatites virus protection). (‘Zizi Graffiti’) Its execution is apparently talking to young generation and their style of life and it is bearing crystal clear message thru, on one hand, very funny and sad way, but also on the second hand, it provides acknowledgement about the issue.(If you are interested more in this area of PSA and you are advanced in French, you may visit AIDES web site to read and see their other campaigns = http://www.aides.org/campagnes ) Such formats of advertisement are usually used for PSA campaigns and as you can see, they are very powerful, effective and you really will not forget them the day after. And other, let’s say, add value to PSA is that its ads are very quickly spread via various media – like Facebook, e-mail, or blogs – and therefore it targest many people for which such advertisement was done. And if it works this way, we may say that PSA has a ‘stopping power’.

Unfortunately, PSA was historically not often visible in media, because as Harris in his A Cognitive Psychology of Mass Communication sais, the time freed for these ads was always late night, or soon morning when other advertising agencies do not want advertise, because nobody is watching/hearing it. (Harris) But, fortunately, these times are over and we may watch/listen to at least some PSA. One of them is also Nemyslíš, zaplatíš! pro-safe driving campaign. (For more information and videos, check my additional posts.) This campaign is reminding people about the usual issues which lead to tragic consequences and is broadcasted not only in TV and radio, but also on Youtube, Facebook and various blogs focusing on this field. And by using various media, the message is easily spread among the target audience. So, even though PSA campaigns are not often visible in mainstream media, their power and effectiveness is even bigger. Do you now, after reading this post, remember the PSA AIDS campaign video I’ve talked about? Do you know what to do to protect yourself against AIDS?  If you do, then you will agree with me that PSAs have stopping power and work very effectively. And you are the real verification of it.

“Zizi Graffiti.” AIDES. Web. 02 May 2010. <http://www.aides.org/node/420&gt;.

 ‘Characteristics of effective public advertisement’. Hastings and Prince Edwards District School Board. May 02, 2010. http://schools.hpedsb.on.ca/ec/its/sets/psa/psa_characteristics.pdf

Harris, R. J. (2004). A Cognitive Psychology of Mass Communication. Available from http://www.questia.com/read/104643229?title=A%20Cognitive%20Psychology%20of%20Mass%20Communication

Reklama Prezerwatyw. Uzywaj Prezerwatyw. Stop Aids. YouTube. Web. 02 May 2010. http://www.youtube.com/watch?v=NShy057iP2U.

 

Nemyslíš? Zaplatíš! Campaign April 14, 2010

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

              

Nemyslíš? Zaplatíš! (You don’t think? You pay for that!) is a Czech social advertising campaign made by BESIP (part of the Ministry of Transportation, caring about Road Safety) in order to create awareness about causes of vast majority of accidents. This campaign very lively illustrates many kinds of consequences of agressive driving, driving under the influence of alcohol, drugs or of non-using the seat belts. The campaign is criticized for the real depiction of the accidents with all details which can negatively affect children watching it. But if you have a chance to compare this Czech campaign with similar one in UK, you find out that BESIP campaign is by far not the most drastic. (look at the posts below)

And here you can compare it with UK pro-safe driving campaigns:

Do you now think that BESIP campaign is so tough as many Czech people think?

BESIP campaign have facebook fan site where it posts videos from the campaign and people can share photos from their own accidents and write here their comments and stories about them. Shortly before the Easter they started off a campaign on facebook. Nemyslíš? Zaplatíš! offial facebook site offered an Easter on-line posters to send as Easter wishes. They offered three kinds of posters – with Easter colored eggs, with baked lamb and with chocolate rabbit. You could send one of them to your friends on facebook with your personal message. When a person opened it, it said: ‘Facebook user So and So have sent you an Easter wish. But an accident happened on its way… Do not ask for troubles when on the road and do not drive under the influence of alcohol. Happy Easter!‘ And when you look at the image of the poster, it was changed. Eggs were broken and the yelk poured down, baked lamb had broken head and rabbit was broken into pieces.

This is an example how social advertising can be innovative and cleverly use the interactive media to deliver its message. People on facebook shared these posters, talked about it and visited the official website. Here they could watch the videos and became aware of what is causing majority of the accidents. If all the people who visited the site and watched the videos got the message and took some advice from that, not only the creators of the campaign would be happy.

Zajíčci, beránci a kraslice v kalužích krve – Nemyslíš, zaplatíš! Velikonoční kampaň

Nemyslíš, zaplatíš! kampaň varuje na Facebooku před krvavými Velikonocemi

“Beránek, kraslice a zajíčci v kalužích krve. Veselé Velikonoce! | Vláda.” ParlamentniListy.cz. 01 May 2010 http://www.parlamentnilisty.cz/vlada/162497.aspx.

“Nemyslíš, zaplatíš! varje na Facebooku před krvavými Velikonocemi.” Nemyslíš zaplatíš. 07 May 2010 http://www.nemyslis-zaplatis.cz/tiskove-zpravy.

Nemyslis, zaplatis – Embryo – BESIP. YouTube. 07 May 2010 http://www.youtube.com/watch?v=Lgj-CU9ZR4g.

Nemyslíš, zaplatíš! /NECENZUROVÁNO/. YouTube. 07 May 2010 http://www.youtube.com/watch?v=jZP8LYMKejk&feature=related.

Social commercial – speeding drivers. YouTube. 07 May 2010 http://www.youtube.com/watch?v=Y_QZV8tsRIM.