Is public service advertising worth it?

Firstly, for those who do not know, Public service advertising (PSA) often publicizes a federal, state or local government's program or service. PSA also addresses critical social issues. The non-profit Ad Council produces most PSAs, using skilled volunteers from communications and advertising firms. (It’s something I’m hoping to do one day). Local and national media outlets publish or air the PSAs at no charge to the sponsoring agency or organization.

Public Service Advertisements (PSA) have a deeper meaning as they are primarily designed to inform and educate rather than sell a product or service. The goal of a PSA is not to make a big sale, but rather to change public opinion and raise awareness for a problem. Which sounds easy but it is actually much harder than selling a product or service. PSAs can be seen anywhere traditional ads are seen, including television and radio, outdoor, online, direct mail and in print. 

Since 1942, the non-profit Ad Council has been using the power of advertising for social good, educating people on important topics, and along the way, changing attitudes and behaviours around important issues.(Greene, F. 2014)

As long as there have been advertisements, there have been ads for charitable causes, government issues such as, politics, war, religion and health & safety issues. Common PSA topics could include Safe driving, alcoholism, obesity, smoking, safe sex, fitness, education or gambling.

According to demand media (2014) Public service advertising is all about the bigger picture and the end result as it is there to reduce the strain on the public services by pushing the information through to consumers rather than dealing with the consequences afterwards (which has a cost).

For example; wearing a seat belt will reduce the fatality rate of accidents which would subsequently put less strain on police and ambulance services. These advertisements help remind people to always wear their seatbelts and If they are caught not wearing one they will be fined, However people could choose to ignore the advert which could be due to poor ad placement. You have to remember that if you want your advert to be effective then you have to reach the right people at the right time in the right place with the right message, this could be challenging and expensive.