Public service announcements
Public service announcements (PSAs) are messages broadcasted through various media channels to inform and educate the public about important issues and encourage positive behaviors. Annually, substantial financial resources are allocated to these campaigns, which aim to drive personal behavioral change through clear and targeted messaging. Common themes of PSAs include promoting safety practices, such as wearing seat belts and seeking regular medical checkups, as well as public health campaigns, like anti-smoking initiatives.
Historically, PSAs have evolved in their messaging, addressing sensitive topics such as substance use and sexual health. A notable example is the "America Responds to AIDS" campaign from the mid-1980s, which sparked debate over its explicit content and approach to condom use. While supporters praised its honesty, critics raised concerns about the appropriateness of such messages and the use of government funding for controversial topics. Overall, PSAs serve as a vital tool for public education, navigating complex social issues while often facing diverse public opinions.
Subject Terms
Public service announcements
Definition: Advertisements targeted at specific audiences advocating a course of action meant to benefit the public at large
Significance: Because public service announcements are often produced and distributed by government agencies, they can be targets for censorship by those who believe them to conflict with prevailing political ideology
Hundreds of millions of dollars worth of broadcast time and print space are annually devoted to public service announcement (PSA) campaigns. Research has shown that PSAs can contribute to personal behavioral change, provided that they use simple and direct messages targeted at specific audiences. Most public service campaigns present fairly innocuous messages, encouraging members of the audience to do such things as wear automobile seat belts, get regular medical checkups, or stop smoking.
The “America Responds to AIDS” campaign, begun in the mid-1980’s by the U.S. Department of Health and Human Services and the U.S. Centers for Disease Control, was criticized for its explicit symbolism. The campaign’s “America Responds . . .” radio announcements spoke frankly about illicit drug use and sexual infidelity; a television PSA featured an animated condom that “walked” across a floor and jumped into a bed, where it slid under the covers between the bed’s two occupants.
Supporters cheered the campaign’s frankness, but others criticized its advocacy of condom use and failure to promote sexual abstinence. The campaign was attacked by conservative members of Congress, who agreed that it was improper for government funds to be used to create PSAs some people found objectionable. Many broadcasters refused to air the spots, claiming they were inappropriate for their audiences.