ELDERLY PSA CAMPAIGN CASE HISTORIES

American Association of Retired Persons

We have handled two campaigns for AARP, both dealing with Medicare Fraud aimed at senior citizens under the umbrella theme:"Don't Fall for a Telephone Line." Both campaigns were highly customized in that we were required to coordinate a split distribution scheme, sending some PSAs directly to stations and others to various AARP field offices where they would be personally delivered to stations by local staff. In mid-1990 we handled another campaign that is aimed at elderly consumers in the Los Angeles market which involved distributing a PSA translated into five languages. AARP also participated in our shared reel cable distribution program. To date, their TV and cable PSAs have generated $3.76 million in exposure.

National Hospice & Palliative Care Organization

Hospice focuses on caring, not curing and, in most cases, care is provided in the patient's home. Hospice care also is provided in freestanding hospice centers, hospitals, and nursing homes and other long-term care facilities. Hospice services are available to patients of any age, religion, race, or illness.

The first of the national TV PSAs distributed on their behalf featured Elizabeth Dole whose father was receiving hospice care. Subsequent campaigns focused on various family members towards the end of their lives and the compassion that was rendered to them in a hospice environment. The total value of the four broadcast TV campaigns we distributed for them was just over $11 million.

Social Security Administration

Since our work began for Social Security in 1985, we have packaged, distributed and evaluated seven national, multi-media PSA campaigns, in English and Spanish, as well as a half-hour video package distributed to cable TV The total value of these campaigns was just under $84 million in verified ad support.

Our work for the Social Security Administration is a good example of the totality of our services because in addition to PSA distribution and evaluation, we also provide concept testing of campaign materials and have conducted a series of nine separate focus group tests in the Washington metro area, Chicago and Phoenix.

We also conducted gatekeeper research among selected broadcast community affairs directors from representative markets around the country. To test efficacy of movie theater PSAs, we placed SSA’s "Quiz Show" in theaters throughout the Washington, DC metropolitan area and then did recall research. A total of 322 intercept surveys of moviegoers were conducted before the PSA was shown in theaters to assess baseline knowledge of key SSA copy points delivered in the PSA. Then, on the last three days of a 28-day PSA run, 310 interviews were completed to determine SSA knowledge of those same copy points. The percentage of moviegoers with correct responses to the five true/false survey statements increased from 47% before showing the PSA to 73% after exposure, a statistically significant improvement of 26 percent.

For a more detailed case history of our work for them, go to http://www.goodwillcommunications.com/gc_support_client_corner-frameset.asp?page=gc_support_client_corner-ssa.asp

National Institute on Aging

NIA is the leading federal agency concerned with problems of the elderly.
Over the past ten years, Goodwill Communications has distributed a total of seven broadcast TV PSA campaigns, 13 CablePAK releases and three radio campaigns for NIA.

Campaign issues we’ve handled included aging, pneumonia, Alzheimers and the need for exercise among the elderly. The seniors exercise campaign we distributed for NIA generated 35,000 phone calls to a dedicated 800 telephone line which was used in the TV PSAs and resulted in 300,000 orders of the Exercise Guide that was publicized in the TV PSA. Our role was to replicate all video and packaging materials, distribute PSAs to stations and evaluate results. The campaigns have generated over $31 million in ad support to date.

U.S. Dept. of Health & Human Services - National Eye Institute

The NEI, one of the Public Health Service’s Institutes, has used Goodwill Communications to distribute six national TV PSAs on a variety of issues relating to eye and vision diseases among the elderly.

The campaign titled: "Black Out," encouraged elderly and African-Americans to get regular eye exams because they are at greater risk of glaucoma and eye disease. Our distribution plan focused on those markets with a high percentage of elderly and African-American populations. NEI has also been a frequent participant in our CABLEPAK service and the combined value of exposure for all campaigns is just under $10 million.

U.S. Dept. of HHS Centers for Disease Control & Prevention

Goodwill Communications has handled a variety of PSA assignments for CDC. These include campaigns dealing with the 25 million people who suffer from ulcers; a multi-media PSA campaign encouraging the public to get their flu shots; and a campaign encouraging the public to control diabetes. The campaigns we have handled on behalf of CDC have generated just under $10 million in media exposure.

Volunteers of America

Volunteers of America is a national, nonprofit, faith-based organization dedicated to helping America's most vulnerable groups, including the frail elderly, people with disabilities, at risk youth, men and women returning from prison, homeless individuals and families, those recovering from addictions and many others.

Our work for VOA began in 1997 when we distributed a broadcast (radio and TV) PSA campaign called America the Beautiful which demonstrated that all people can live full, productive lives.

The most significant aspect of our work for VOA was to develop tactics to fully engage their 38 local Affiliate offices located in 44 states. We developed Web based procedures to enable local Affiliates to tag TV PSAs, provide the local tagging information, order various quantities of tapes and select if they were to be mailed or hand delivered. In the seven year period we worked with them, we generated over $70 million in verified advertising support via the multi-media campaigns distributed on their behalf.

For a more detailed case history of our work for them, go to http://www.goodwillcommunications.com/gc_support_client_corner-frameset.asp?page=gc_support_client_corner-voa.asp