--Mass. Aggression Reduction Center at Bridgewater State University
- "Click it or Ticket" promotes buckling your seat belt in a car
- "This is Your Brain on Drugs" discourages teen drug use
- to prevent a behavior from starting;
- to stop a behavior (cessation);
- or to encourage adoption of a new behavior.
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Original PSA made in 1987
Remake made in the 1990s
- Broadcast PSAs should be relevant to their audience, interesting or entertaining and leave the audience with a message that can be summarized in a single declarative sentence.
- The message should be actionable, meaning we evoke the desired response from the audience, and there should be a response required.
- Good PSAs move the audience or viewer along in a continuum.
- Good PSAs are empathetic, meaning they build trust with their audience, or a sense of caring about a problem.
- They need not be expensive, but they do need a tremendous amount of thought and research.
Ineffective PSAs Tend to...
- Reflect poor planning and execution!
- Bad PSAs try to get too much message into too little space and time.
- “We need to cure the world today and these facts are going to do it.” (bad marketing strategy)
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- What tactics were used to communicate the message?
- How has this message become part of our collective psyche?
- Do the videos use positive reinforcement to encourage positive behavior or change?
The "Keep Calm and Carry On" poster was created in Britain during World War II as a PSA for British citizens to remain strong in trying times of war. This poster was the third and final poster in a trio produced by His Majesty’s Stationery Office (HMSO) and the MOI (Ministry of Information) as a part of the British Government.
Resolution will Bring Us Victory
2. Freedom is in Peril
"It is believed that most of the Keep Calm posters were destroyed and reduced to a pulp at the end of the war in 1945. However, nearly 60 years later, a bookseller from Barter Books stumbled across a copy hidden amongst a pile of dusty old books bought from an auction." - Keep Calm and Carry On Website