Effectiveness of PUBLIC SERVICE ANNOUNCEMENTS

As a source ofInformal knowledge system

INTRODUCTION :

Public service announcements are non-product advertising that focus on sending a message instead of selling a product. PSAs are designed to inform the public about a specific issue or cause. Whether it is a community newspaper classified, radio announcement , television spot or social media, a PSA provides viewers, listeners or readers with valuable information that could positively affect their lives. Public service announcements is informal learning system with in society and its goal to change public opinion and raise awareness in the Society of any issues or any announcements by government & NGO.

To Communicate important social messages in an effective manner and to empower the lives of the country's citizens, various Ministries & Departments of Government of India announced PSA, e.g.

• MINISTRY OF HEALTH AND FAMILY WELFARE : Sawach Bharat, Sulabh Shochalaya, Save girl child

• MINISTRY OF ROAD TRANSPORT AND HIGHWAYS: Don’t Drink & Drive, Lane driving

• MINISTRY OF LABOUR AND EMPLOYMENT: Child labour

AIM

To study the knowledge system through public service announcements.

OBJECTIVES

•To study the process of communication through PSA. •To study the elements of PSA.•To study the best media for learning in current digital world.•To study the after effects of PSA in term of Social & Economic growth within society.

SCOPE AND SIGNIFICANCE

•Scope of this dissertation is to understand the informal knowledge system that exists in the Public service announcements and the importance of PSA for each and every society. •To study the advantages and the Limitations of PSA.•To study how effectively role play by PSA in society.

HYPOTHESIS  Relevance of PSA in current digital world as a informal knowledge system and how does it contribute to development of society.

LIMITATIONS

Research area is restricted between Delhi & NCR.

METHODOLOGY•Primary data are collected through the case study & questionnaire. •Secondary data are collected through the journals published by different government agencies & NGO’s.

HISTORY The concept of PSA was traced back to ancient times, such as rock paintings, wall paintings and human criers were used to advertise events. Public service announcement has reached in World War I and World War II under more than one government. In World War II President of US Roosevelt created The War Advertising Council recently now called as Ad council. This council is the largest developing in public service advertisements campaigns on behalf of the government agencies, non-profit organizations.

Public service announcements are generally inexpensive. The only cost is production. Public service announcements goal is not to make a big scale profit.The basic objective of PSA was to encourages audience to do something usefully. PSA goal is to change public opinion and raise awareness in the Society of any issues or any announcements by government.various Ministries & Departments of Government of India announced PSA time to time and played very important role in the development of the society.

Elements of Public Service AnnouncementAn Advertising Plan Matches the Right Audience to the Right Message and Presents it in the RightMedium to Reach That Audience. PSA Has following Elements: 1. Audience: Prepare a list of groups and potential

audiences that may have varying interests in the knowledge that is disseminated.

2. Message• Clear: a message is easy to understand,• Concise: a message is easy to read, • Consistent: a message is related to information that

is consistent with other existing information,• Compelling: a message offers something that

commands attention, and • Continuous: a message has follow-up to make sure

it is not forgotten or overlooked. 3. Method: Both electronic and print formats of

materials can be used for dissemination via mail, emails, web sites, or as handouts during conferences, seminars, ceremonies, or broadcast in TV & radio, etc.

4. Messenger: Identify a messenger for presentation e.g celebrity for tv shot.

COMPONENTS OF PUBLIC SERVICE ANNOUNCEMENTS1. Strategy• The strategy is the logic and planning behind the PSA

that gives it direction.• It develop PSA to meet objectives & the audience’s

concerns.• Advertisers direct ads to identified audiences.2. Creative idea• The central idea grabs the audience attention.• Planning strategy require creative problem solving.• Convincing and effective PSA requires creative thinking.3. Execution • Effective PSA are well executed reflecting the highest

attention & importance in the society.• Clients demand the best production the budget allows.4. Media• Television, Internet, magazines, and other media are

used to reach a broad audience.• Deciding how to deliver the message requires creativity.• How you say something and where you say it is just as

important as what you say.

Effective PSA

Strategy

Creative Idea

Executio

n

Media

Role of PSA• Communication

Can reach a mass audience Introduces plan, instructions and policies Explains important changes Reminds and reinforces Persuades

• Societal Informs audience about current need and issues Teaches audience about new policies and strategies Helps shape to society Perpetuates self-expression

Newspaper

Magazine

Television & Radio

Direct mail

,

cata

l

ogue

s

and

leaflets

Outdoor and

transit

Catalogue,

brochures and leaflets

Social Media

Mob

il

e

Phone

Types of Media

PSA

The most suitable media depend on target audience and cost effective way to reach as many of them as possible, as many times as possible.

•Newspaper •Magazine•Radio•Television•Directories •Outdoor and transit•Direct mail, catalogues and leaflets•Catalogues, brochures and leaflets•Online•Mobile Phone

Type of PSA

PSA based on there purpose e.g. PSA promote to health issue called Health PSA, PSA promote to education issue called Educational PSA etc. Basically different ministry introduce PSA to promote their new policies.

PSA take place at three level •Regional/state•National•International

Knowledge transfer through PSA at three catgory of audience•Ruler•Urban•International

Impact of knowledge transfer & exchange

1. Effective knowledge t/f & exchange efforts treat knowledge as a means to improve practice & situation by having positive impacts.

• Increase capacity to use knowledge 2. It is about empowering participants to apply the

gained knowledge to real life situation & problems in their own local contexts.

●Integrating evidence into decision making●Cultural shift●Collaboration3. Behavior change●Accept a New Behavior: Wear a Life Vest While

Boating (reduce drowning events)●Reject a Potential Behavior: Pregnant woman

should avoid alcohol (reduce incidence of birth defects)

●Modify a Current Behavior: Parents Wear car seat belts As a Model (reduce injuries in accidents)

●Abandon an Old Behavior: If You Smoke, Quit (reduce incidence of birth defects

PSA

Information/ Message

Messenger(s)/Media

AudienceKnowled

ge Transfer/Exchang

eExpected

effects

Hierarchy of flow of knowledge in PSA

Case study of Pulse PolioPulse polio is an immunization campaign established by the government of India to eliminate poliomyelitis (polio) in India by vaccinating all children under the age of five years against polio virus. The project fights poliomyelitis through a large-scale pulse immunization program and monitoring for polio cases.

In India, vaccination against Polio started in 1978 with Expanded Program in Immunization (EPI). In 1995, India launched Pulse Polio Immunization Program along with Universal Immunization Program which aimed at 100% coverage.In 2002, 1600 cases were reported in a major outbreak that originated in western Uttar Pradesh(UP) and spread into many other states most of which had been polio free for more than one year.After 2002 ,the initiatives included mass awareness programs, involvement of local level NGO’s and community leaders, use of social media, carrying out surveys at local level taking district as a unit to identify high risk areas etc.The WHO in 2012 had announced India as Polio free Nation.

Evaluation of Polio Eradication Campaign Ruler Area Urban Area

Identification Mass media were not in reach of marginalized and undeserved communities of villages, especially of U.P. and Bihar. After 2002-03 mass media & inter personnel communication approach increased.

After 2002-03 Awareness drastically increased as mass media channels were equipped with inter personnel rational and emotional appeals in more personalized manner.

Legitimacy Rumor started that OPV was a contraceptive designed to control fertility in childrenFailure of polio vaccines in several cases eradicated faith from villages, as several Childs died even when they have given polio drops earlier back.

Participation Due to low awareness and legitimacy of the Polio Campaign before 2002-03, participation and cooperation of masses was low.

On the basis of rational and emotions appeal of the campaigns, made it successful especially after 2003.

Emotional Appeals used in Polio Eradication Campaign Emotions Appeal PSAFear Appeal

Fear appeal was supplemented by positive aspects of giving polio drops to children.Polio drops were popularized as ‘two drops of life’Successful cases were focused by Aganwadi members and trustable opinion leaders were involved

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Anger celebrity Amitabh Bachchan to evoke anger appeal “Why have you stopped coming?“Why polio keeps coming back” “Pulse Polio Immunization is for everyone.” Ashwarya Rai convincing people that Amitabh Bachchan had got angry since parents are not taking their kids to polio booth.

He left all his work for the past yrs to make you understand

Logo: Logo of two drops of lifeMessage: Welcome in polio boothGraphics PSA organizerTag Line: Do boond zindagi ki He is asking people to go to polio booth

Hope In ad Amitabh Bachchan recited a poem where he argued to parents that children are hope of their future. Various Posters of other famous celebrities were launched where appeal was –‘now polio is going to end, we have to walk a little bit more’.The most widespread was Rotary ‘this close’ Campaign.

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Trust and Team spirit

Why repeated doses even though everyone was tired of OPVThe “science of eradication”, Each child left unvaccinated would expose another child to the risk.OPV would not cause sterility or make children grow a tail, the virus was spreading as fast as rumours, and it would indiscriminately attack children of any caste or creed, of any socio-economic status.

Joy and Happiness

As Campaign moving towards success, various posters, ads and pamphlets were launched which showed that happiness and joy approached those parents who have given polio drops to their child.

‘this close’ campaign, where all are indicating that polio is just going to end

Various celebrities from diverse field generating trust and creating awareness

Incredible India

The ‘Incredible India’ campaign, as an integrated marketing communication effort by the Government of India in 2002, was conducted globally to promote India as a tourist destination to attract the tourists by showing different aspects of Indian culture and history like yoga, spirituality etc.

Case study-2

•It is the largest service industry in India, with a contribution of 6.23% to the national GDP and 8.78% to the total employment in India.• India witnesses approximately 3 million annual foreign tourist arrivals every year.

Examine the impact of the ‘Incredible India’ campaign on the tourism industry. It also studies various communication strategies undertaken by the Tourism of India to communicates and build a powerful brand.

Marketing MixProduct India is one of the

greatest civilizations in the world, and is home to four great religions. It is a rich tapestry of varied product and experience offerings across the nation’s innate strengths of culture, heritage, nature etc.

Heritage and Culture: India has an array of 32 cultural and natural sites inscribed on the World Heritage list of UNESCO. Spirituality: As the birthplace of four great religions it attract significant number of visitors.Yoga: Yoga is India’s gift to the world which holds the promise of self-realization.Ayurveda / Holistic Health Systems / Wellness: The ancient science of Ayurveda seeks to maintain a balance amongst the different elements in the body to maintain good health. Medical TourismMeetings, Conference & Exhibitions Rural / Village /PlantationBeachesRivers / Backwaters / DamsCruises / Coastal / Inland Adventure & Wild Life/ Eco TourismGolf & CuisineShopping, Fairs & FestivalsCinematic TourismInterpretation / Heritage WalksDestination Weddings

Marketing Mix

Place Individual State Tourism Departments / Corporation and Boards in India are promoting India as a tourist destination with unique feature

India’s Northeast – Paradise UnexploredKerela – God’s Own CountryGoa – Go Goa – A Perfect Holiday Destination!Andaman and Nicobar Islands – Emerald IslandsUttar Pradesh – Amazing Heritage. Grand Experiences.Gujarat– Vibrant Gujarat – Where life is a celebrationRajasthan– Simply Colorful Haryana– A Pioneer in Highway Tourism

Promotions & Marketing

Tourism of India campaigns address two kinds of audience, the international and the domestic. All markets are not similar and hence a specific brand campaign and media strategy projecting specific core messages, invitations and offerings.

Domestic : On the domestic front run social awareness campaigns like the “Athithi devo bhava” and “Campaign Clean India”, & need of aggressively push key messages like safety and hygiene. International : media strategy development is required to ensure:Big brand awareness and gravitas –best achieved through reputable television networksAudience engagement –best achieved through online advertising with national tourism connectionSearch and conversion –online, especially tourism websites

Incredible India PSA take place at three level

Appeal PSARegional/State level

Individual State Tourism Departments / Corporation and Boards in India are also promoting India as a tourist destination in their own way e.g. Madhya pradeshMadhya Pradesh is called the "Heart of India" because of its location in the center of the country.The logo itself states that “The heart of Incredible India”, it is a clearly case of extending brand of the Incredible India campaign.Communication strategy says that “Hindustan ka Dil Dekho” It was launched in April 2006. This campaign had a theme of Bioscope.In 2009,campaign was Eye. Through use of very beautiful eyes a very creative route has been adopted to explain what had been visited by the tourist and viewed by others.Interestingly, the first ad invited tourists to come and ‘see’ Madhya Pradesh, while the second ad narrates the tourist’s tale after he has visited the place.

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Theme of bioscope

Theme of eyes

The logo itself states that “The heart of Incredible India”,

Appeal PSARegional/State level

Further this campaign was also extended to radio. Its media partner was My FM 94.3fm. In this activity, the MY FM RJ travelled around all destinations in Madhya Pradesh and also described the locations, sites, eating joints, handicrafts, people, culture etc. of the place. November,2010, The campaign stated “MP ajab hai, sabse gajab hai . This campaign, the third in a series of hugely popular and successful campaigns done in the past, is based on the ancient art of shadowgraphy. Internal Branding: Madhya Pradesh Government has shown great intent and commitment in terms of devoting lot of time and resources in development of basic infrastructure and training the people for delivering the brand promise.

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advertisement was printed into a strip format and was then promoted through printed media

Theme of Shadowgraphy

MPWebsite

Appeal PSANational level

Branding StrategyThe branding strategy seems to be very consistent and makes the brand comparable to any other country tourism operating in the same market segment. ”Incredible!ndia” logo, where the exclamation mark that formed the “I” of India was used to great effect across all communications.In 2002, The campaign used captivating visuals of India, showcasing its exciting diversity in terms of geography, heritage, culture and cuisine.Use geographic location & logo of campaign that create advertisement simple and attractive.Website: It helps new customers find you and advertises what you can offer. It reaches consumers and businesses nationally and internationally - and it can do all of this very cost-effectively.In 2003, Focus on unique creative on various themes like spirituality, Yoga etc.New products Wild life, crafts, festivals etc

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Logo

Ads based on striking pictures and themes related to India’s cultural legacy

themes like spirituality, Yoga

Appeal PSAInternational level

The campaign was rolled out on some of the major television channels (Discovery, Travel, BBC, CNN) between January and March 2002 to cover the regions like Europe, Asia, Middle East and Africa, Australia and Newzeland. The 2004 campaign covered emerging economies like China and those of North-East Asia and South-East Asia. The tourism ministry also organized road shows in Europe.Ministry of Tourism launched personalized itinerary planner Tripigat or website aimed to provide all travel itineraries in one tab to reduce travellers’ efforts.August 2004 to March 2005, digital brochures were placed on major websites like Yahoo!, Rediff, etc., and ads for promotional DVDs were carried in major business and special interest magazines. In March 2005, a TV campaign “Let us go to India” was launched in Japan and a campaign “Walk with Buddha” in Thailand and China. Several road shows were also organized as part of the “Incredible India” campaign in Milan, Paris, and cities in Serbia and other East European countries. A tram in Berlin, Germany was painted with the “Incredible India” colours and it reportedly became the talk of the town for the top ten countries for tourists to India.

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campaign was designed to attract a global film crowd at the International Film Festival at Cannes.

Purpose PSA

• Atithi devo bhav

Creating awareness about the effects of tourism and sensitizing people about preservation of our rich heritage & culture, cleanliness and warm hospitality. It also re-instills a sense of responsibility towards tourists and re-enforces the confidence of foreign tourist towards India as a preferred holiday destination.To change our attitude : We’ve lost touch with the hospitality we were famous for.

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Factors faced by Incredible India Campaign• Security and safety of international tourists• Defacement of the national heritage monuments and tourist spots• Poor Infrastructure, gap between “what is promised and what is delivered”•Hygiene & CleanlinessFollowing campaign run to support Incredible India Campaign•Atithi devo bhav•Sawach Bharat•Priyadarshini

Security and safety of international tourists

Guest is God translated into the tag line

Purpose PSA

• Atithi devo bhav

The key audience where the  need was to drive a behavioral change is the youth. •graffiti on monuments•eve teasing•molestation This was highest in the age group of 18–30 years. Appeal by brand ambassador “Aamir Khan”. It also re-instills a sense of responsibility towards tourists and re-enforces the confidence of foreign tourist towards India as a preferred holiday destination.The ads all open with Khan standing in front of a studio audience, reading a letter from a foreign tourist. It then cuts to a flashback of that tourist’s experience in India, and then cuts back to Khan, who calls up an honoured guest from the audience: the Indian who helped the foreigner in question.

Defacement of the national heritage monuments and tourist spots

Emotional appeal by Aamir Khan

Learning Process Analysis Case Study

Campaign Purpose

Problem Facing Strategic Actions Knowledge Gain

1. Pulse polio

•Eliminate polio in India by vaccinating all children under the age of five years against polio virus.•Aim to be India as Polio free Nation.

Rural Population:Inadequate information : 1. Doubt •Why repeated doses? 2. Hearsay •Rumor mongers & unpopular family planning program OPV causes infertility .•Cause of infection among (insufficiently) vaccinated children •Absence of other basic services3. Resistance •Forced vaccination •Health workers & ANM’s lack of communication and apathy 4. NEW BEHAVIOURS (Resentful attitude) •Shut the door – pretend no one’s home •Leave the house/village to avoid OPV •Hide children •Lie – children have been given polio drops •Deny – no children under 5 •Open refusal during vaccinators’ visit

•Mass communication on a narrower scale, using wall writings, hoarding boards, posters and banners to create a visual presence. The latter was commonly described as IEC (Information, Education & Communication) activities.

•Raise awareness:•Learn pulse polio is beneficial for children•It is not related to any caste & religion.•change attitude and behavior: Trust on pulse polio•Vaccinate their children•Social changes:•Learn importance of toilet within home/covered toilet•Learn importance of heath policies.

Learning Process Analysis Case Study

Campaign Purpose

Problem Facing Strategic Actions Knowledge Gain

1. Pulse polio

Urban Population:Inadequate information : 1. Unaware of date,

time, place & need for additional doses

2. Fear of side effects3. Lack of time – working

parents4. Convenience – House-

to-House (Don’t want to go at polio booth)

5. NEW BEHAVIOUR (Neutral attitude) : Stay at home – vaccine will be delivered to my door

• Increased as mass media channels were equipped with inter personnel rational and emotional appeals in more personalized manner. •Inform and remind people of new NIDs and Sub-NID dates •Informing people of achievement and challenges, expressing gratitude for the public’s continuous support

•Behavior change: Accept polio drops and would go to the booth.•Emotional learningParents positively react on Amitabh Bachchan appeal.•Social growth: vaccinate their children •learn pulse polio for all caste, religion & status.•Educational growth:Importance of vaccination for children.•Motivational learning: Applauding the people who get their children immunized

Learning Process Analysis

Case Study Campaign Purpose

Problem Facing

Strategic Actions Knowledge Gain

2. Incredible India

•Increase domestic & international tourist•New products

Problem facing by tourist in term of :•Safety •Security•Misbehave cheating •Poor infrastructure

•Strategic actions to increase awareness of purposes, arguing that India needs to treat its tourists better if it wants to increase its tourism revenue.•sensitizing people about preservation of our rich heritage & culture, cleanliness and warm hospitality.•It also re-instills a sense of responsibility towards tourists and re-enforces the confidence of foreign tourist towards India as a preferred holiday destination.

•Motivational learning: Driver, tour guides & Shopkeeper rewarded as honored guest who helped the foreigner. •Emotional learning•Behavior change: people would be sensitive about preservation of heritage & culture, cleanliness and warm hospitality.•Economical growth: Tourism supporting activities increase source of earning.•Social growth: learn healthy habits like hygiene, cleanness, respect & gratitude.•Educational growth: Training on personal hygiene, etiquette, English language skills etc to interacted directly with tourists .

Social & Economic Growth PSA Social Growth Economical Growth

Pulse Polio •The economic benefits of vaccination extend far beyond the treatment costs that are usually included in cost–effectiveness analyses. •Healthy children bring social value to the community.•Vaccination, and thus improved health, can yield broad benefits in improved cognitive development, educational attainment and labor productivity.

•Through childhood vaccination, country have an opportunity to avert high medical treatment costs and lost wages from taking care of sick children. •Children whose lives are saved through immunization programs contribute to the economy. •Healthier workers are more productive in the workplace because of their improved energy levels and better attendance records.

Incredible India

• Changes to resident’s everyday experiences, as well as to their values, way of life, and intellectual and artistic products.•Impacts arise when tourism brings changes in value systems / behaviour, threatening indigenous identity.

•Promote economic growth through innovational and self employed (tourism industry).•Foreign exchange earnings•Contributions to government revenues•Employment generation•Infrastructure investment•Contribution to local economies

Result of QuestionnaireThe method adopted for this study survey method. I had chosen Random sampling with the age group of 15-19 ,20-29 ,30-49 ,50 and above. Around 50 samples attempted in this methodology with the multiple choices based and some of the questions are open view. The survey has 32 responds, which was directly attempted, and 18 responds attempted through online survey. Through this survey, I found that there is awareness among public about the public service announcement.Condition Result AnalysisChoice of Media is affected by Education level in different age groups

15-19 Age Group favorite media is TV both Illiterate & Educated people.Educated group first preference is Mobile Phone & Internet, which is missing in Illiterate group.

20-29 Age Group favorite media is TV & Mobile in Illiterate people.Educated group first preference is Mobile Phone & Internet, which is missing in Illiterate group.

12%

29%

18%

24%

12%6%

Age group 15-19 & Illiterate

people 15%

18%

13%9%20%

24%

Age group 15-19 & Educated

people

13%

21%

17%16%

15%

18%

Age group 20-29 & Illit-erate people

15%

18%

15%12%

19%

21%

Age group 20-29 & Educated people

Condition Result Analysis

2. TV Advertisements among People

30-49 Age Group favorite media is TV in both group.Radio is second option in Illiterate group & Newspaper is second option in Educated group.

Above 50 Age Group favorite media is TV in both group.Radio & Hoarding are second option in Illiterate group.Newspaper is first option & TV is second option in Educated group.

According to the Survey, among 50 respondents, 90.3% people said that they would watch advertisements when compared to people who do not watch advertisements.

9%

28%

24%

22%

7%9%

Age group 30-49 & Illiterate people

19%

20%

12%14%

18%

17%

Age group 30-49 & Educated

people

25%

23%13%

19%

10% 9%

Age group Above 50 & Educated

people12%

25%

22%

21%

12%

9%

Age group Above 50 & Illiterate people

Result

CHOICE OF MEDIA IN DIFFERENT AGE GROUPS

CHOICE OF MEDIA

15-19 20-29 30-49 ABOVE 50

ILLITERATE EDUCATED ILLITERATE EDUCATED ILLITERATE EDUCATED ILLITERATE EDUCATED

FIRST TV MOBILE PH TV MOBILE PH TV TV TV NEWSPAPER

SECOND HOARDINGS INTERNET MOBILE PH INTERNET RADIO NEWSPAPER RADIO RADIO

Learning Process Analysis

Result Conclusion1. TV is most popular media in all age

groups.2. People of all age group like to watch

PSA on TV.3. 35.5% people would like to change

channel while commercial break occur.

4. 84.4% people agree that PSA is important for social awareness but it should be improved.

5. 74.2% people influenced with celebrities appearance.

6. PSA is useful for social & economic growth. Also provide knowledge about current social issue.

Cognitive Learning: •Television and film models, in particular, seem to exert a powerful impact, and one major implication is that television is shaping humans motivation and behavior on a daily basis. •Social learning theorists would agree that this is an advantageous strategy to employ in hope that social change would take place.•Social learning theory in relation to mass media is the flow of information through social networks.Observational learning :Learn through observing consequences of behaviors of others.Observe behavior of others and repeat the behavior.

Analysis of learning process

Knowledge Transfer/Exchange

Messenger

Method

s

Expecte

d effects

Audienc

e

Information/ Message

2. Factors that contributed to new behaviors

Underserved & marginalized communities

Inadequate information

Doubt

Hearsay

Resistance

New behaviors

Reinforced by: •Rumor, OPV causes infertility •Cases of infection •Negative experiences with health system & health workers

Further reinforced by: •Forced vaccination •Health workers & ANM’s lack of communication and apathy

•Shut the door – pretend no one’s home •Leave the house/village to avoid OPV •Hide children •Lie – children have been given polio drops

Why repeated doses?

1. Planning an Effective Knowledge Transfer/Exchange

3. The factors for analyzing rational appeal based on case study are:

4. Intensive social mobilization and interpersonal communication in endemic states

massage

Audience

Messenger

Communication gap

Society behavior

Limited mass media

Doubt & hearsay

Word of mouth communication

sacrifice of visibility

wall writings, hoarding boards, posters and banners to create a visual presence

Positive change

Negative change

SWOT analysis

STRENGTHS Powerful visual impactPopularityHelpful for social & economic growth of any countryPowerful mediapeople can learn about message by observing the choices of others. Complete psychological treatment of the audience.

WEAKNESSESparticular segment of the population Did not cover all the aspects

OPPORTUNITIES A lot of potential to attract target audienceMicro & Macro level planning possibleWider campaign can be planned

THREATS If the campaign fails to innovate it will lose its appealRumor can failed the campaignNegative behavior of society

Issue Identified

•Illiterate people cannot understand the content. Specially Hindi language PSA is more toughed to understand (because of technical terms in hindi). They need mediator or translator.•Some time PSA are failed to reached at target audience.•In many cases it seems failure due to lack of sources. •Some time society behavior & believe play a major role of PSA failure e.g. child labour, women education, save girl child•Trend of society to show modern, cool & influence of cinema help in failure of PSA e.g Don’t Drink & Drive, No smoking

Recommendations:In the light of the study the following recommendations can be made:•The government should continue releasing these campaigns at regular intervals.

•Reiteration of the message through awareness campaigns is to be made frequent to people, to be able to reach the goals in time. •Good message with inspiring music and good celebrity who has good name among public can use for more effectiveness.

•Quality and Visuals can better and it should not have irritating visuals.

•The video can concentrate on all media channels in prime timings.

•Can make production in the regional language where it can easily be understandable. Avoid dubbed versions.

•Internet ads and mobile apps would be referable for this generation.

•Concept should be simple and attractive. Short and creative message can be a successful for the upcoming by the government making public service announcements.

•By consistently displaying campaign theme and logo on the PSA, it can be concluded that campaign materials are easily recognizable for any audience.

Purpose of PSA’s are spread awareness in society and expected social development. Build environment is a philosophy of designing buildings to comply with the PRINCIPLES OF SOCIAL, ECONOMIC AND ECOLOGICAL SUSTAINABILITY. It includes the following principles: Minimizing non-renewable resource consumptionEnhancing the natural environmentEliminating or minimizing the use of toxic materials.

PROPOSED PSA Based on Sustainable development & promote the importance of sustainability in our life:PSA on RWH system for domestic use.

This shows the necessity of Future and solution of harvesting their own water. This PSA having link and contact no for further information. This PSA also show its economical feature which help to attract audience.

Recommendation for Build Environment

PRESENT RAIN WATER

FUTUR DRINKING

WATER

Rain Water Harvesting for AllLow in cost & Maintenance free

Contact: www.xxxxx.com, Toll free: xxxxxxxx

Purpose: •Water Conservation, Harvesting and Prevention of further environmental degradation.•The rooftop rain water harvesting is less expensive & easy to construct, operate and maintain. •Provides self-sufficiency to water supply and reduces the cost for pumping of ground water. Strategies:•Should be used sustainability theory and practices to motivate behavior change among target audiences. Proposed PSA on Rain Water Harvesting

The PSA industry is based on knowledge in which creativity and the application of knowledge are seen to be at the core. Creativity is the ability to use inputs and come up with creative ideas.1. LearningLearn behavior through observing PSA:•Learn through observing consequences of behaviors of others.•Observe behavior of others and repeat the behavior.•Reward consequences of behavior: Directly witnessing associated rewardsThe Observational Learning Process through PSAAttentional processes: Developing cognitive processes to pay attention to a model- more developed processes allow for better attention Must observe the model accurately enough to imitate behaviorRetention processes: To later imitate behavior, must remember aspects of the behaviorRetain information in 2 ways:

Imaginal internal representation: Visual image Ex: Forming a mental pictureVerbal system: Verbal description of behavior Ex: Silently rehearsing steps in behavior

Production processes: Taking imaginal and verbal representations and translating into overt behavior- practice behaviorsReceive feedback on accuracy of behavior- how well have you imitated the modeled behavior?Important in mastering difficult skills Ex: Driving a carIncentive and motivational processes: With incentives, observation more quickly becomes action, pay more attention, retain more informationIncentive to learn influenced by anticipated reinforcements

Conclusion

Conclusion 2. Media●The results considering the age, residential setup, education and other factors to clearly establish which form of media is more effective in influencing the mass and why. As result Teenager & youngsters preferred to Social media As well as TV is a prominent choice between all age groups. On second choice educated people like Newspaper & Illiterate likes radio. ●Social media provide the connectivity between knowledge bases to facilitate the sharing of knowledge. Thus, it can be concluded the people have more positive attitude towards electronic media than the print media. But the impact factor of print media may not be totally ignored. Print media has stood up the test of time, and place and is still being adorned by many.