Public Service Announcements/Multimedia
The challenge: CSR was tasked to develop a public service announcement to question teens’ misconception that “all teens drink alcohol.”
CSR’s approach: CSR took great care to ensure that the message “spoke” to the intended audience. Research shows that the most successful public education campaigns increase knowledge and promote change by appealing to the audience beliefs and not through the use of “scare” tactics. Focus group testing, using children from a variety of socioeconomic and ethnic backgrounds, and representing each region of the United States, perfected the appeal to the audience.
CSR used an extensive network of media contacts to ensure that this PSA received unprecedented broadcast time and ultimately received numerous national broadcast awards, including an Emmy.
