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. For example, a PSA may show imagery of drug users before and after their addiction, or realistic skits of domestic violence situations, as well as explaining 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]
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.
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.
Hong Kong's PSAs have served as a crucial tool for public education, awareness, and social campaigns, changing their focus over the decades:
1. Early Development and Colonial Era (Pre-1997)
Focus on Basic Safety and Hygiene:In the mid-to-late 20th century, early campaigns likely focused on fundamental public health, road safety, and civic responsibilities. This mirrored the initial use of PSAs in other post-war societies.
Centralized Production:The Hong Kong Government's Information Services Department has historically been responsible for coordinating the design and execution of these publicity campaigns.
Major Social Campaigns:
Anti-Crime and Anti-Drug:Campaigns against drug abuse (like heroin and ketamine in later years) and to encourage citizens to help combat crime have been long-standing features.
Health Initiatives:Awareness campaigns for diseases like AIDS became prominent starting around 1987, focusing on transmission, prevention (e.g., condom use), and promoting acceptance of infected individuals.
Civic Education:Efforts to promote good citizenship, clean living, and later, environmental protection.
2. The Post-Handover Era (1997-Present)
Following the handover in 1997, the content of APIs expanded to reflect the new political reality and continued social issues:
Political and Constitutional Themes:
Basic Law Promotion:A significant shift included campaigns to promote the understanding and acceptance of the Basic Law (Hong Kong's constitutional document). Researchers have noted a difference in approach, where earlier human rights campaigns provided information for the audience's benefit, while later Basic Law campaigns delivered information deemed necessary by the authorities.
National Anthem and Symbols:Since 2004, terrestrial television networks have been required to air a minute-long announcement, often featuring the **Chinese National Anthem** and patriotic montages, before their main evening news broadcasts.
Contemporary Social Issues:
Anti-Scam:With the rise of digital and telephone fraud, campaigns against scams and deception have become a major, recurring theme (e.g., "When in doubt, call Anti-Scam Helpline 18222").
Health Crises:PSAs have played a vital role during health crises, such as the COVID-19 pandemic, promoting compulsory testing, hygiene, and vaccine awareness.
Mental Health:More recent campaigns address mental health and well-being, such as the "18111- Mental Health Support Hotline" announcements.
Green Living:Continued and updated campaigns promoting environmental protection and sustainable lifestyles.
Hong Kong's PSAs are known for:
Emotional and Fear Appeals:Like PSAs elsewhere, they often use emotional or even startling imagery to discourage socially undesirable behaviors (e.g., in anti-drug campaigns).
High Credibility (Historically):Studies on youth attitudes have often found that government publicity is viewed as credible because the source is the government and the intent is non-commercial, though effectiveness can vary depending on the target audience.
Ubiquity:PSAs are frequently broadcast on television and radio, sometimes used to fill unsold advertising airtime, making them a regular and expected part of the media landscape.
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]
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, most notably the 1994 PSA entitled "Hentikan Pencemaran" ("Stop the 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" ("Protect Yourself, Protect All"). 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]
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