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You! Yeah You!: Success in Public Awareness Campaigns

You will learn what a public awareness campaign is, key tips to make it successful, and see creative executions of PACs

Natalie Franciskovich

on 25 January 2013

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Transcript of You! Yeah You!: Success in Public Awareness Campaigns

How to Make a Successful Public Awareness Campaign You! Yeah YOU! The purpose of a public awareness campaign is simple Sounds easy enough...right? To inform the public about an issue or new obligation considered to be in the public interest Like all advertisement campaigns, there are several important steps to take Demographics influence choice of delivery method 2. Have a clear, relevant message 4. Determine frequency of delivery The more your audience sees your message, the more likely they are to be influenced by it. Are there any organizations that have the same goal as you? 1. Define your target audience print radio TV guerrilla Neighborhood Watch: If you see something, say something U.S. Forest Service:
Prevent forest fires World Hepatitis Alliance:
It's closer than you think The Truth Campaign:
Truth Sussex Safer Roads:
Embrace Life Don't Drive Sleepy Project:
Sleepiness is stronger than you NZ Transport Agency:
The faster you go, the bigger the mess When is your audience most vulnerable to your message? When are they most likely to listen? 3. Reach your audience in teachable moments When in the car, like in this anti-speed ad? When seated, like in this anti-drunk driving ad? When in a parking lot, like in this pro-seat belt ad? 5. Learn from the work of others Effective frequency is the number of times a person must be exposed to an advertising message for successful communication and action. Thomas Smith wrote a guide called Successful Advertising in 1885. The saying he used is still being used today.

The first time people look at any given ad, they don't even see it.
The second time, they don't notice it.
The third time, they are aware that it is there.
The fourth time, they have a fleeting sense that they've seen it somewhere before.
The fifth time, they actually read the ad.
The sixth time they thumb their nose at it.
The seventh time, they start to get a little irritated with it.
The eighth time, they start to think, "Here's that confounded ad again."
The ninth time, they start to wonder if they're missing out on something.
The tenth time, they ask their friends and neighbors if they've tried it.
The eleventh time, they wonder how the company is paying for all these ads.
The twelfth time, they start to think that it must be a good product.
The thirteenth time, they start to feel the product has value.
The fourteenth time, they start to remember wanting a product exactly like this for a long time.
The fifteenth time, they start to yearn for it because they can't afford to buy it.
The sixteenth time, they accept the fact that they will buy it sometime in the future.
The seventeenth time, they make a note to buy the product.
The eighteenth time, they curse their poverty for not allowing them to buy this terrific product.
The nineteenth time, they count their money very carefully.
The twentieth time prospects see the ad, they buy what is offering.
Basically, the more the merrier, taking care to stop short of annoyance.

What is your personal effective frequency? How many times would you need to see an ad to be influenced? Don't talk while driving campaign Mobile phone use while driving campaign Don't drive tired campaign Don't drink and drive campaign Anti-land mine campaign Seat belt campaign Pay attention while walking campaign Elderly depression campaign Are there advertisements that would reach you?
That have reached you?

What was memorable and lasting about those particular ads? Polyp Man [Colon Cancer Prevention] Know It Alls [Child Passenger Safety] Stairs [Texting and Driving Prevention] Take a look at these TV ads.
Why are they effective? 6. Partner with relevant organizations.
Gain community support. Have you contacted community groups for support and involvement? Local Businesses Public Safety Organizations Police Department Student Groups The more support for your message, the greater likelihood it will be effective, and you'll be on your way to public awareness campaign success! The Take-Aways 1. Define your target audience. 2. Have a clear, relevant message. 3. Reach your audience in teachable moments. 4. Determine frequency of delivery. 5. Learn from the work of others. 6. Partner with relevant organizations. Gain community support.
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