Co-sponsored by James Brown.
Long a staple of the non-profit marketing toolkit, new technologies and distribution channels have made public service announcements (PSAs) even more powerful at getting a message in front of the right audience. The remarkable utility of YouTube, for example, to increase the visibility of an organization and its cause is becoming the mainstream route. Whereas the historic alternative has been to circulate PSAs to various stations and hope that they run it.
Here are four recent PSAs that set the bar for exceptionally creative approaches, utilizing different paths to trigger emotions.
You may be asking yourself, “What the hell is a Hovercat?” to which I will tell you that, in this case, the name explains it all. In an effort to increase awareness around animal adoption, the ASPCA has created “Hovercat” to remind us all that we can save lives by adopting shelter animals. The video, featuring Nightline’s Dan Harris, focuses on George the cat’s ability to levitate and be ridiculously adorable all at once.
That’s it; plain and simple, a cat dancing and hovering to house music with the help of some clever editing and sharp production from award-winning creative agency, Mekanism. The result is charming in its simplicity, practically screaming to be shared with every one of your friends and coworkers.
A Crash Course to Shine
YouTube star Nikkie of NikkieTutorials, who provides makeup advice on her channel and has over 150,000 subscribers, was the star of a viral video for Volkswagen and DDB Berlin aiming to raise awareness about the danger of putting on make-up while driving.
Half a million car crashes a year are said to be caused by women drivers applying make-up (in the UK alone). So the tutorial “A crash course to shine,” which drives home the message in a dramatic way, was created and added directly to Nikkie’s YouTube channel.
The Girl Epidemic
This year, more than 1 million girls in India will disappear; victims of infanticide, sex slavery, and child labor. Last year, the same thing happened. And next year, it will happen again.
Ad agency StrawberryFrog has chosen to highlight this troubling issue in a dramatic, attention-grabbing campaign, ‘ The Girl Epidemic.' With the results so chillingly realistic in their presentation, a viewer could easily be tricked into thinking that they were witnessing firsthand the violent acts taken against innocent girls in India.
The PSA, does however, end with a hopeful message – there is a cure for the epidemic. Educate a female child, help save her life. The campaign was created for Project Nanhi Kali, an NGO that aims to provide underprivileged girls in India with 10 years of quality education.
Utah-based Best Friends Animal Society says more than 80 percent of pet owners neuter their animals. But Best Friends says there's still a lot of confusion about when animals should be sterilized (at 4 months old). So with the help of TM Advertising and MRM in Salt Lake City, it launched the Fix at Four campaign.
And for your amusement, check out this hilarious assembly of grainy, ironic, deadly serious anti-drug PSAs from the 80s and 90s found on YouTube.