Public Service Advertisement

1. Public service advertising

2.  Public Service advertisements (as the name
goes) are meant for public interest as
opposed to commercial advertisements for
products or services advertised “to sell”.
PSAs are intended to modify public attitudes
by raising awareness about specific issues.
The main objective behind Public Service
Advertising is to spread social consciousness
among the masses and promote important
social issues which generally go unnoticed.
Such advertisements may range from being
subtle to direct, and practical to ironic.

3. PSA Today
 Today, Public Service Advertising has
become very popular and is considered to be
one of the most effective means to create
social awareness and bring about a change /
shift in the mindsets of people.
 The most common topics of PSAs are health
and safety. Health, conservation and safety
themes are prevalent in many PSAs. A typical
PSA is part of a public
awareness campaign to inform or educate the
public about an issue such as smoking
or compulsive gambling.

4.  Some of the issues discussed through Public
Service Advertising campaigns over the years
include –
 Blood Donation
 Importance of Going to School
 AIDS Awareness
 Use of Condoms
 Right To Vote
 Save Electricity, Save the Planet for Our Children
 Polio Eradication
 Eve Teasing
 Anti Smoking Campaign
 Respect for National Anthem
 Family Planning
 National Integration

5.  Public service advertising campaigns are
widespread around the world. Such
advertising is generally produced and
distributed on a cooperative basis by
governmental agencies or nonprofit
organizations acting in concert with private
advertising and mass media companies.

6. PSA ads.
 Some PSA ads use celebrity
spokespersons to garner attention.
Others attempt to appeal to the masses
through portraying risks and issues
relevant to ordinary men, women and
children. A common misconception
about public service advertising is that it
includes political campaign ads, which
are actually privately funded.

7. PSA ads. (cont.)
 In most cases, the nonprofit
organisation provides the programming
that is to be advertised, while the
participating advertising agency and
media companies provide creative
services, media planning, and
dissemination services on a pro
bono (done for public good/ unpaid)
basis.

8. PSA ads. (cont.)
 Non-profit groups and government agencies
commonly team up with private mass media,
promotion and advertising firms to produce
spots for radio, television and print media.
Most commonly, the non-profit agency
creates the message and an advertising firm
develops the campaign, polishes it to meet
industry standards and plans its distribution,
all free of charge. Television and radio
stations usually broadcast these ads at no
charge, and magazines and newspapers
customarily publish them for free as well.

9.  When it comes to effective Public Service
Advertising, it is essential to keep the target
audience in mind while creating the social
message. A thorough understanding of the
target group further improves the impact of the
message being delivered.
 Public Service Advertisements should carry a
short message which is to the point. Such
messages can be dramatic and should ideally
stand out from the clutter of all other
advertisements.
Effective PSAs

10.  When it comes to effective Public Service
Advertising, it is essential to keep the target
audience in mind while creating the social
message. A thorough understanding of the
target group further improves the impact of the
message being delivered.
 Public Service Advertisements should carry a
short message which is to the point. Such
messages can be dramatic and should ideally
stand out from the clutter of all other
advertisements.
Effective PSAs