PSA
Campaign
Public
Service Announcement (Advertising)
in Indonesia we call it ILM (Iklan Layanan
Masyarakat) à
Social/Cultural Issue à
AIM = Awareness, HOW? = Inform in regular period
of times (periodic/series) à
Campaign à
Consistency in look and feel message
COMMERCIAL
CAMPAIGN
-
Promotes
brand and commodities by informing consumers.
-
Promotes
Individuals (political candidates), Groups (corporation and manufactures).
-
This
campaign can be found in traditional medium (print, radio, TV, online, direct
response) as well as unconventional media and formats.
ADVERTISING
1. Traditional
medium
-
Printed
media, radio, TV
2. Non-Traditional
-
OOH
(Out Of Home) or Outdoor: ambient, guerilla adv., etc.
-
Internet
media
PSA
CAMPAIGN
-
Public
Service Advertising (PSA) it is advertising that serves the public interest,
run by non-profit organization or the government.
-
The
objectives of these ads are education and awareness of significant social
issues, in an effort to change the public’s attitudes and behaviors, and
stimulate positive social change.
-
In
most country, the media charge nothing to run the campaign, although they still
charge to provide advertising time and space
CAUSE
CAMPAIGN
-
Sponsored
by corporations.
-
The
goal is to raise funds for non-profit organisations
and is run in paid media.
-
Cause
advertising is affiliated with corporation and used in part at promote a
corporation’s public persona or brand.
RESOURCES
1. General
Website References
2. Campaign
Samples
Developing
Effective PSA/Social Campaign
3
STARTING POINTS IN DEVELOPING EFFECTIVE PSA / SOCIAL CAMPAIGN:
1.
Develop
a strategic plan to address the entire scope of campaign development.
2.
Through
pre-campaign research.
3.
Find
the ‘Big Idea’.
WHAT
MAKES A GOOD SOCIAL CAMPAIGN?
1.
Relevant
to their audience.
2.
Interesting
or entertaining,
3.
The
message should be moving: it’s actionable, and there should be a respond
required.
4.
Empathetic.
5.
Simple
in their execution.
6.
Good
Campaign are executable in all media and they use the same theme or graphic
approaches in all media.
THINGS
TO BE AWARE WHEN DEVELOPING A SOCIAL CAMPAIGN:
1.
Avoid
controversy, particularly in television.
2.
Research
shows that when using celebrities in PSAs, many people tends to remember the
celebrity and forget the message.
Brainstorming Exercise
GENERATING TOPIC
Expand the following keywords as
many as possible (make sure to follow “current affair” à these will be your
assignment next week)
1.
Family
2. Economy
3. Environment
4. Education
5.
Sports
6. Technology
Find topic for PSA based on those
keywords.
FAMILY
Some keywords from the
whiteboard.
-
Privacy invaders
-
Friends
-
Son
-
Money
-
Togetherness
-
Daughters
-
Siblings
-
House
-
Bastard
-
Joy
-
Harmony
-
Warm
-
Love
-
Busted
-
Respect
-
Peace
-
Fun
-
Laugh
-
Loyalty
-
As it is
-
Pet
-
Important
-
Pure
-
Annoying
-
Precious
-
Commitment
-
Family guy
-
Dedication
-
Family fun time
-
The Simpsons
-
Tears
-
Future
-
Open
-
Support
-
Smile
-
Sad
-
Close
-
Strong
-
Sweet
-
Fusion
-
One
SPORTS
Some keywords from the
whiteboard.
-
Coach
-
Drama
-
Money
-
Time
-
Ball
-
Player
-
Referee
-
Neutral
-
Exhausted
-
Fans
-
Muscles
-
Press-conference
-
Analysis
-
Run
-
Confidence
-
Arena
-
Chance
-
Versus
-
Lose
-
Win
-
Amazing
-
Match
-
Match-fixing
-
Controversy
-
Manager
-
Traitor
-
Hooligans
-
Health
-
Sweat
-
Tie
-
Cheat
-
Tired
EXAMPLE OF FAMILY PSA CAMPAIGN
-
Kids who feel more fun with their friends than their
parents.
-
Traffic makes the parent’s time with their kids diminish.
-
Kids’ burden nowadays is too much because of the time
at school is way too long. It’s because too much lesson to learn. Kids should
have been directed on their passion as soon as possible. Plus their parents
have to work from day to night, they couldn’t paying attention to their kids.
So the relationship between parents and kids feels like so far away.
-
Because of the advanced technology, kids tend to be
more excited to technology than talking and socializing with their parents and
siblings. They have their own world. So, when it supposed to be parents and
kids quality time, all of them just enjoy on their own gadget.
-
Our grandmas and grandpas mindsets are different with
today’s mindsets.
-
Many kids nowadays love to answer, “I don’t know”.
Because they already on sufficient situation. So, they don’t want to explore
something.
-
Some of mother nowadays also have to work because the
price of necessity is getting higher and higher. So, the new moms who only has
3 weeks off on the office after giving a birth couldn’t give an exclusive
breast milk (it needs 6 months)
-
Today’s society is more dangerous. So, parents have to
be careful.
-
Kids see, kids do. Kids don’t know what is good and
what is bad. So on their age, they just following what their parents (or maybe
everyone) do.
-
Pampering parents doesn’t build their child’s mental.
-
A temperament parent makes their child scared so they
couldn’t be open with us.
-
Parent’s divorce makes the child stressed out.
-
Parent’s fighting makes the child’s mental breakdowns.
-
Kids today are not used to make their own decision.
Because their parents already give sufficient needs.
-
Hard to buy home to live in. Because today’s land is
getting slightly. And getting expensive. Plus the consideration of today’s
traffic.
-
Many preserved foods appear. So, kids choose preserved
food than the organic one.
-
Habit of eating vegetable as soon as it possible makes
kids getting used to healthy foods.
-
Parents too fast giving milk from bottle so the kids
don’t have the exclusive breast milk.
-
Parents let the kids getting used to drink milk from
the bottle until the not suitable age. It makes the kids dependence.
I also made the mind map of "Family"
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