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Case Histories |
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| CASE HISTORIES |
| The following
case histories demonstrate the effectiveness of public
service advertising for some of our largest client campaigns.
While our clients have different goals and objectives,
these cases show how PSAs were used to help them achieve
their critical mission and communicate with their stakeholders.
Each of them is also unique in some way as well. As
we develop additional cases, they will be posted to
our site. |
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American
Academy of Orthopaedic Surgeons
The adverse impact of a sedentary lifestyle – particularly
among the young – is a focal point of an ongoing, multi-media
PSA program initiated by the AAOS. The number of overweight
children is rising at an alarming rate, with 13 percent of 6-11
year olds considered obese. A study from the CDC indicates that
health care for obese individuals costs 37 percent more than
that for people with normal weight. Studies show that just 35-60
minutes of walking per day can help kids fortify skeletal tissue,
which helps them develop stronger bones as adults. To try and
reverse these alarming sedentary trends, the AAOS has developed
an entertaining theme for its PSAs with a very serious message:
“Get Up. Get Out. Get Moving.”
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AmericanSpeech/Language/HearingAssociation
ASHA is the professional, scientific, and credentialing association
for more than 103,000 audiologists, speech-language pathologists,
and speech, language, and hearing scientists. Its mission is
to ensure that all people with speech, language, and hearing
disorders have access to quality services to help them communicate
more effectively. It is estimated that 42 million Americans,
or about 12 percent of the total U.S. population, have some
type of communications disorder, including hearing loss or stuttering
and that this number is expected to increase as the population
of our country ages. The economic cost of these disorders is
estimated to be $30 billion. ASHA has launched a national multi-media
public education program to inform Americans about communication
disorders and what can be done to prevent them.
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Catholic Campaign
for Human Development
Children make up less than 30 percent of the population of the
United
States, but right now, more than 12 million children are being
threatened by
a struggle to secure enough food, shelter and medical attention
to survive.
According to the US Census Bureau, one out of every six children
– that’ s
16 percent of all our children - is living in a state of poverty.
This case
history describes how the Catholic Campaign For Human Development
is
addressing the problem and the success of their PSA campaign
to date.
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Choose
To Save
 
In July 2000, the American Savings Education Council, the Employee
Benefits Research Institute, and the National Partnership for
Financial Empowerment launched a national PSA campaign called
“Choose to Save.” Its goal is to encourage the public
to increase their savings, provide information on the importance
of retirement planning, and direct respondents to both a toll-free
telephone number and a website where they could get more information.
This case history provides details about the progress of the
campaign to date.
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EPA's Energy Star
Campaign
Energy Star is a dynamic government/industry partnership that
offers businesses and consumers energy-efficient solutions,
making it easy to save money while protecting the environment
for future generations.
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Make a Wish Foundation
 
The Make-A-Wish Foundation has granted more than 83,000 wishes
to children with life-threatening illnesses since 1980. Through
its 81 chapters, this case history tells how award-winning
creative materials, a chapter-driven distribution strategy
and aggressive follow-up have resulted in the highest values
for any PSA campaign ever distributed by Goodwill Communications.
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Military Recruiting
Our principal began working with the U.S. Navy in 1973 at the
outset of the All Volunteer defense concept as a public service
advertising consultant. Since that time, the value of the PSA
campaigns that we have generated for all our military clients
is $460 million. In this case history, we provide details on
the different campaigns we have distributed and the unique services
we provided to each in their attempt to recruit volunteers and
educate the public on their unique mission.
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Navy
Our ten years of working for the U.S. Navy Recruiting Command
are perhaps the best example of our total corporate capabilities,
beginning with a complete audit and restructuring of their PSA
program. In later years, we re-positioned their program to generate
significantly more PSA exposure and created greater esprit'
de corps among the rank and file Navy family through the "Serving
America Twice" theme that we developed for them.
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Peace Corps
PSAs have been an important part of the Peace Corps recruiting
strategy for the past seven years. This case history shows the
impact of PSAs on recruiting and how PSAs have helped the Peace
Corps recruit the 'best and brightest' who help improve the
lives of the less fortunate of the world.
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Substance Abuse and
Mental Health Services Administration (SAMHSA)
Currently, nearly 17.6 million adult Americans abuse alcohol
or are alcoholic. Several million more adults engage in risky
drinking that could lead to alcohol problems. In addition, over
half of men and women in the U.S. report that one or more of
their close relatives have a drinking problem. To address this
growing problem, the Substance Abuse and Mental Health Services
Administration (SAMHSA) produces an annual PSA campaign to promote
"Recovery Month." This case history describes the campaign in
detail and the results generated.
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Social Security Administration
Social Security protects more than 154
million workers and pays benefits to more than 44 million people,
yet is has never been regarded as a "mainstream" government
agency until recently. This case history shows how an Emmy-award-winning
producer created "non-government" PSAs backed by research, a
solid distribution plan and aggressive follow-up to put social
security on the front burner of public consciousness.
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