Public service announcement

Last updated

A public service announcement (PSA) is a message in the public interest disseminated by the media without charge to raise public awareness and change behavior. Oftentimes these messages feature unsettling imagery, ideas or behaviors that are designed to startle or even scare the viewer into understanding the consequences of undergoing a particular harmful action or inaction (such as pictures of drug users before and after their addiction or realistic skits of domestic violence situations) as well as the importance of avoiding such choices. In the UK, they are generally called a public information film (PIF); in Hong Kong, they are known as an announcement in the public interest (API). [1]

Contents

History

The earliest public service announcements (in the form of moving pictures) were made before and during the Second World War years in both the UK and the US.

In the UK, amateur actor Richard Massingham set up Public Relationship Films Ltd. in 1938 as a specialist agency for producing short educational films for the public. In the films, he typically played a bumbling character who was slightly more stupid than average and often explained the message of the film by demonstrating the risks if it were ignored. The films covered topics such as how to cross the road, how to prevent the spread of diseases, how to swim, and how to drive without causing the road to be unsafe for other users. During the war, he was commissioned by the UK Ministry of Information to produce films for the war effort. [2] Massingham began to produce longer films, for both private companies and the Government, after the War.

In the US, the Ad Council (initially called the War Advertising Council) was set up in 1941, when America entered World War II. [3] It began implementing on a massive scale the idea of using advertising to influence American society on a range of fronts. Its first campaigns focused on the country's needs during World War II, such as encouraging the American public to invest their savings in government bonds.

In different countries

United Kingdom

After the war, PIFs were used to educate the public on a broader range of issues. In the UK, they were produced for the Central Office of Information (COI), and again by private contractors, which were usually small film companies, such as Richard Taylor Cartoons. They were supplied to broadcasters free of charge for use at any time. Their utility as a cost-free means to fill the gaps in commercial breaks left by unsold advertising airtime has led to their regular usage since the 1960s.

United States

The most common topics of PSAs are health and safety, such as the multimedia "Emergency Preparedness & Safety Tips On Air and Online" talk radio campaign. [4] [5] A typical PSA is part of a public awareness campaign to inform or educate the public about an issue such as obesity or compulsive gambling.

One of the earliest television public service announcements came in the form of Smokey Bear whose "Only you can prevent forest fires" campaign ran for decades. [6] Other common early themes were traffic safety, especially safe crossing, wearing seat belts and not driving drunk, and the dangers of cigarette smoking.

A charitable organization may enlist the support of a celebrity for a PSA; examples include actress Kathryn Erbe telling people to be green and Crips gang leader Stanley Williams speaking from prison to urge youths not to join gangs or commit crimes.

Some television shows featuring very special episodes made PSAs after the episodes. For example, Law & Order: Special Victims Unit talked about child abduction in one episode, with a PSA about child abduction airing after the episode. After My Sister Sam was canceled in 1988, surviving cast members: Pam Dawber, Joel Brooks, Jenny O'Hara, and David Naughton were reunited to film a PSA for the center to Prevent Handgun Violence on gun control after the murder of their co-star, Rebecca Schaeffer, who was gunned down by a crazed fan on July 18, 1989, at Schaeffer's apartment in Los Angeles.

During the 1980s, many American cartoon shows contained PSAs at the end of their shows to satisfy federal regulations that required programming for children to be educational. Examples include the closing moral segments at the end of He-Man and the Masters of the Universe , the "Knowing is Half the Battle" epilogues in G.I. Joe: A Real American Hero , Jem , M.A.S.K. , Inspector Gadget , and the "Sonic Says" segments from Adventures of Sonic the Hedgehog .

PSAs are used as placeholders for unsold commercials.

South Korea

PSAs in South Korea are produced by the Public Service Advertising Council, an organization under the Korea Broadcasting Advertisement Corporation (KOBACO). The Public Service Advertising Council is in charge of advisory roles such as selecting the topic of PSAs broadcast in Korea for one year, establishing public relations measures, and seeking strategies. The Public Service Advertising Council is made up of about 15 persons nominated by advertising academia, broadcasting, advertising industry, and civic groups.

The organization evolved from the 'Broadcasting Advertising Improvement Advisory Committee' formed on August 18, 1981. After going through the 'Public Service Advertising Improvement Advisory Committee' on February 7, 1983, the name was changed to the current name on July 1, 1988.

As of 2020, there are a total of 400 PSAs produced by the KOBACO.

China

China's first PSAs in 1986 were about saving water and were broadcast on Guiyang television.[ citation needed ] In Hong Kong, terrestrial television networks have been required since National Day 2004 to preface their main evening news broadcasts with a minute-long announcement in the public interest which plays the Chinese National Anthem in Mandarin over various patriotic montages. [7] [10]

Malaysia

Filem Negara Malaysia (FNM) became the early pioneers of PSAs from its establishment in 1946. PSAs produced by FNM have topics such as dengue fever, drug addiction, environmental pollution, road safety and electricity usage. Governmental agencies such as Ministry of Health have produced PSAs to promote their Healthy Lifestyle Campaign which held annually since 1991, with the "Utamakan Kesihatan" ("Prioritize Health") logo appearing at the end of their ads, most notably PSAs about AIDS.

PSAs on road safety were produced by Ministry of Transport, particularly on accidents amongst motorcyclists and alcohol consumption amongst drivers. Some of their ads also using "Anda Mampu Mengubahnya" ("You Can Make a Difference") slogan and also using some of famous actors and actresses including the late Adibah Noor and Nabil Ahmad. Ministry of Science, Technology and the Environment also produces PSAs focusing on environmental pollution. PSAs on corruption and bribery were produced by the Malaysian Anti-Corruption Agency (now Malaysian Anti-Corruption Commission). Most of these PSAs were aired on Radio Televisyen Malaysia (RTM) and TV Pendidikan between the 1990s and 2000s. Private TV networks like TV3 have also produced in-house PSAs, covering topics such as not downloading pirated content, some of which feature actress and infotainer, Janna Nick; and domestic violence which features actress Eyra Hazali.

There was a series of animated PSAs that was made by Filem Negara Malaysia from 2008 till 2013 which is also commonly known as "Pak Abu PSAs" and was frequently shown in Malaysian TV channels. [11]

In 2021, the Malaysia Government produced a series of PSAs known as "Lindung Diri, Lindung Semua". The PSAs cover information about Covid-19 vaccines and the benefits of vaccination. The series also features the Prime Minister of Malaysia at that time, Muhyiddin Yassin. [12]

Festivals and contests

IAA Responsibility Awards is an annual international festival of public service announcements, held by the International Advertising Association since 2008. [13]

See also

Related Research Articles

<span class="mw-page-title-main">Smokey Bear</span> U.S. Forest Service mascot used to raise awareness about wildfires

Smokey Bear is an American campaign and advertising icon of the U.S. Forest Service in the Wildfire Prevention Campaign, which is the longest-running public service announcement campaign in United States history. The Ad Council, the Forest Service, and the National Association of State Foresters, in partnership with creative agency FCB, employ Smokey Bear to educate the public about the dangers of unplanned human-caused wildfires.

<span class="mw-page-title-main">TVB</span> Television broadcasting company based in Hong Kong

Television Broadcasts Limited (TVB) is a television broadcasting company based in Hong Kong. The company operates five free-to-air terrestrial television channels in Hong Kong, with TVB Jade as its main Cantonese language service, and TVB Pearl as its main English service. TVB is headquartered at TVB City at the Tseung Kwan O Industrial Estate.

<span class="mw-page-title-main">RTHK</span> Hong Kongs public broadcaster

Radio Television Hong Kong (RTHK) is the public broadcasting service in Hong Kong. GOW, the predecessor to RTHK, was established in 1928 as the first broadcasting service in Hong Kong. As a government department under the Commerce and Economic Development Bureau of the Hong Kong Government that directly supported by annual government funding, RTHK's educational, entertainment, and public affairs programmes are broadcast on its eight radio channels and five television channels, as well as commercial television channels.

<span class="mw-page-title-main">ARD (broadcaster)</span> Group of German public broadcasters

ARD is a joint organisation of Germany's regional public-service broadcasters. It was founded in 1950 in West Germany to represent the common interests of the new, decentralised, post-war broadcasting services – in particular the introduction of a joint television network.

<span class="mw-page-title-main">Ad Council</span> American nonprofit organization

The Advertising Council, commonly known as Ad Council, is an American nonprofit organization that produces, distributes, and promotes public service announcements or PSAs on behalf of various sponsors, including nonprofit organizations, non-governmental organizations and agencies of the United States government.

<span class="mw-page-title-main">TV3 (Malaysian TV network)</span> Malaysian private television channel

Sistem Televisyen Malaysia Berhad, operating as TV3, is a Malaysian free-to-air television channel owned by Malaysian media conglomerate, Media Prima. TV3 is the third oldest TV station in Malaysia. It was launched on 1 June 1984 as the country's first and oldest private television channel. As of October 2021, TV3 remains to be the most-watched television station in Malaysia with about 17% of its viewing share among other Malaysian television stations, followed by TV9 with 15% of its viewing share, making two of them become the second most-watched television station in the country, despite the declining viewership of 3 free-to-air television channels.

<span class="mw-page-title-main">Radio Televisyen Malaysia</span> Public broadcaster of Malaysia

Radio Televisyen Malaysia, also known as the Department of Broadcasting, Malaysia is the national public broadcaster of Malaysia, headquartered at Angkasapuri, Kuala Lumpur. Established on 1 April 1946 as Radio Malaya, it is the first and the oldest broadcaster in the country.

Public information films (PIFs) are a series of government-commissioned short films, shown during television advertising breaks in the United Kingdom. The name is sometimes also applied, faute de mieux, to similar films from other countries, but the US equivalent is the public service announcement (PSA). Public information films were commonplace from the 1950s until the 2000s. However, they became obsolete with the closure of the Central Office of Information.

<i>The More You Know</i> American public service announcement campaign

The More You Know is a series of public service announcements (PSAs) broadcast on the NBCUniversal family of networks in the United States and other locations, featuring educational messages. These PSAs are broadcast occasionally during NBC's network programming.

<span class="mw-page-title-main">Filem Negara Malaysia</span>

The National Film Department of Malaysia, abbreviated FNM, sometimes Jabatan Filem Negara (JFN) or informally the Malaysian Film Unit; was a Malaysian state-owned film organization. It is the country's first film studio and the government department under the Malaysian Ministry of Communications and Multimedia, which was responsible for the filming and documentation of national events as well as producing factual and unscripted contents. In its heyday, FNM became the country's most prominent film agency. Its corporate emblem features a jumping Malayan tiger, which was synonymous with the agency and its headquarters were located in Petaling Jaya, Selangor.

<span class="mw-page-title-main">1963 in Malaysia</span> List of events

This article lists important figures and events in Malayan and Malaysian public affairs during the year 1963, together with births and deaths of significant Malaysians. The Federation of Malaya merged with Singapore, North Borneo, and Sarawak to form the Federation of Malaysia on 16 September.

BusRadio was an American company established in 2004, with the goal of providing several services to school buses, their drivers and passengers. It was envisioned that the service would transmit music, original programming, public service announcements (PSAs) and paid commercials to school children travelling on school buses in selected school districts. BusRadio was based in Needham, Massachusetts.

The mass media in North Macedonia refers to mass media outlets based in North Macedonia. Television, magazines, and newspapers are all operated by both state-owned and for-profit corporations which depend on advertising, subscription, and other sales-related revenues. The Constitution of North Macedonia guarantees freedom of the press and of expression, yet they are not upheld impartially by the authorities. As a country in transition, North Macedonia's media system is under transformation.

Educational advertisements are ad campaigns in which the creators attempt to inform, update, or persuade the public to engage in or avoid current issues. This type of advertisement is often negatively associated with propaganda. While similar to public service announcements, educational advertisements often cross into commercial fields whereas public service announcements are oriented on strict non-profit basis. Educational advertisements focus on a number of modern social, political, religious, and consumer-based issues. They traditionally appear on television and radio, but more and more campaigns are turning to the internet, especially email, as a cheap and efficient way to spread their messages. While most educational advertisements are deployed in the United States of America, there have been campaigns across Europe, Canada, and New Zealand. However, due to the dependence on technology to broadcast their messages, campaigns usually appear in developed countries where the largest possible population is likely to encounter their message.

<span class="mw-page-title-main">Mubin Sheppard</span> Malaysian civil servant and historian

Abdul Mubin Sheppard, born Mervyn Cecil ffrank Sheppard, pen name M. C. ff Sheppard, was a Malaysian World War II veteran and prisoner of war, as well as a renowned historian and academician.

<span class="mw-page-title-main">Partnership to End Addiction</span>

Partnership to End Addiction, formerly called The Partnership for a Drug Free America, is a non-profit organization aiming to prevent the misuse of illegal drugs. The organization is most widely known for its TV ad This Is Your Brain on Drugs.

<span class="mw-page-title-main">True Crime Network</span> American digital multicast television network

True Crime Network is an American digital multicast television network that is operated by True Crime Network, LLC, a limited liability company, which is owned by Tegna Inc. The network specializes in true crime, investigation and forensic science documentary programming aimed at adults – with a skew toward women – between the ages of 25 and 54.

Korea Broadcast Advertising Corporation (KOBACO) is the only media representative in South Korea operating as an agency that represents every terrestrial broadcasting company of South Korea for their broadcast advertising sales. KOBACO was established in 1981 and it was re-established as a government-funded public media representative in May 2012.

TV advertisements by country refers to how television advertisements vary in different countries and regions.

<span class="mw-page-title-main">Awesome TV</span> Malaysian free-to-air terrestrial television station

Awesome TV is a free-to-air Malaysian television channel owned by Awesome Broadcasting Sdn. Bhd.. The channel features first-run local original production and foreign content. Awesome TV started its trial broadcast on 28 July 2020 and full operation started on 3 August 2020. Awesome TV can be viewed for free nationwide via MYTV platform on Channel 112.

References

  1. "TV Announcements in the Public Interest (APIs)". Information Services Department - HKSAR Government. Retrieved 10 March 2022.
  2. "A Warning to Travellers". Archived from the original on December 2, 2013. Retrieved November 20, 2013.
  3. "The Museum of Broadcast Communications - Encyclopedia of Television". www.museum.tv. Archived from the original on 2018-12-13. Retrieved 2018-12-31.
  4. "National Safety Month". nsc.org. Archived from the original on June 16, 2014. Retrieved April 9, 2010.
  5. "Flavor Flav Celebrates National Safety Month". Blogcritics. Archived from the original on July 14, 2012.
  6. "Public Service Advertising". www.psaresearch.com. Archived from the original on May 27, 2019. Retrieved May 21, 2011.
  7. Vickers, Edward. "Learning to Love the Motherland: 'National Education' in Post-Retrocession Hong Kong" in Designing History in East Asian Textbooks: Identity Politics and Transnational Aspirations, p. 94. Routledge (Abingdon), 2011. ISBN   9780415602525
  8. News at 6:30. Hosted on YouTube, July 10, 2009. Accessed January 25, 2015. (in Chinese and Yue Chinese)
  9. "Chinese National Anthem". YouTube, May 9, 2012.
  10. Examples from 2009 [8] and 2012. [9]
  11. "WASIAT PAK ABU". YouTube. Retrieved 2024-08-09.
  12. TV3MALAYSIA Official (2021-02-24). PSA: Kempen Vaksin 1 | MHI (25 Februari 2021) . Retrieved 2024-08-09 via YouTube.{{cite AV media}}: CS1 maint: numeric names: authors list (link)
  13. "IAA Responsibility awards 2010". www.act-responsible.org. Archived from the original on December 31, 2018. Retrieved July 10, 2015.