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Public Service Announcements at Simmons College Radio

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1 Public Service Announcements at Simmons College Radio
Christina Taddei Courtney Dillon Megan McLean

2 Background Simmons College Radio
In production the past two and a half years Live internet streaming 24 hours a day, 7 days a week Responsible for creating five Public Service Announcements (PSA) Programming can be viewed through the Simmons College website or accessed through itunes In addition most programming can be saved as a podcast and viewed later. Radio station is a member of IBS (Intercollegiate Broadcasting System) as well as an affiliate of the IBS/Backbone Student Radio Network Radio audience is 18-30 Most listeners are in US, but also in XXX countries Approximately 2,000 listeners per month Each PSA will be around 1 minute in length and be played on air for approximately 1 year

3 Problem Obesity epidemic Heart disease as a leading cause of death
As of 2008, 32% of Men and 35% of Women in the US were obese Over 68% of the population is either obese or overweight Heart disease as a leading cause of death From to the % of adults 20 years or age and over who were obese increased from 22% to 34% Being obese is a risk factor for a variety of chronic conditions including diabetes, hypertension, high cholesterol, stroke, heart disease, certain cancers and arthritis

4 Problem 2010 Dietary Guidelines
Balance between calories in and calories out Consuming more fruits, vegetables, whole-grains, fat-free milk and low fat dairy products Consume fewer foods with sodium, trans fat, cholesterol, added sugars and refined grains Physical activity Monitoring calories that go in and calories that are burned. Tip from Brierly (eating well dietician) your current weight x 12 = calories needed to maintain weight. Note: This calculation works best for people who are fairly inactive. If you exercise regularly and you find that you’re starving—or losing more than 2 pounds a week after the first couple weeks—you may need to bump up calories a tad. Added sugars are a major problem and often misunderstood. Added sugars are sugar and syrups added to foods and beverages during food processing and preparation What the difference is between refined grains and whole grains In 2009 the % of men and women who met the 2008 federal guidelines for aerobic activity & muscle strength was only 19% of adults 19 years of age and older

5 Methods Literature Review Public Service Announcements
Survey Development and Delivery Our goal was to measure a change in knowledge and to gauge how that new knowledge would effect behaviors. We used the knowledge gained through our literature research to write effective PSAs which we then produced. We developed a pre and post survey to determine if behavior change was likely as a result of the PSA. Our PSAs were tailored for a college audience so we chose a mix of nutrition and publication students. They were all introductory level courses (2 nutrition and 1 radio) and the survey was performed within 7 days of each other.

6 Literature Review PSA History Effective messages Repetition
Positive framed ads Repetition 1998 the Gore Commission on the future of broadcasting and the public interest recommended that the FCC adopt new public interest requirements for broadcasters Recommendation included quarterly disclosures about public interest programming to be submitted to the FCC Would require that 5% of air time be dedicated to public affair programming Public affair programming includes using psa as a tool to provide programming to their communities Recommended that broadcasters allot part of their public affair programming to emphasize locally produced psa that run all parts of the day, including primetime Originally thought that a psa should provoke fear and shock was the method to draw people in. However, studies have shown that scare tactics often perpetuate stereotypes, stigmatization of some people or emotional distress. Another theme that has not worked well is individual culpability. Research has shown that this causes the public to blame the victim and de-emphasize that role of societal factors Positive framed ads include the presence of a positive outcome of absence of a negative outcome Repetition in the ads has a robust effect. Research has been done and proved that people listening to ads more than once will cause a behavior change

7 Public Service Announcements
Writing and Producing PSAs Writing style: teasers, word choice, length Production considerations: speed, music, tone Breakfast Physical Activity Portion Control When writing PSAs it is common practice to lead with a teaser – something that catches the listeners attention. This is typically followed by an identifier, for us it was “This is a nutrition minute brought to you by the nutrition department and Simmons college radio.” PSAs should be about one minute in length and should be easy to follow. This means appropriate reading speed and word choice. After the message is recorded it goes into production mode. This involves cleaning up any background noises, eliminating any unnecessary pauses and adding music. We wrote and produced a total of 15 PSAs, here are 3 of them.

8 Survey Pre-PSA Questions Radio habits Post-PSA Questions
Identification of past PSAs Past behavior change Post-PSA Questions Current behavior Likelihood of behavior change Analysis of PSA When we wrote these questions we knew there were certain habits about our population we needed to know. We started by asking if they listened to the radio and specifically Simmons College Radio. We also asked for their listening frequency. Next we addressed the behavioral piece. Had they ever heard a PSA before, and could they identify a few that they remembered. We also asked if the PSA had effected them in any way – did they talk to anyone about the PSA or about the topic as a result of the PSA? Did the PSA cause them to act – whether it be making smarter food choices or participating in a fundraiser, etc. Finally we asked them to identify what types of messages appeal to them: Humorous, Emotional, or Informative. Next we played a PSA and asked them to complete the second part of the survey based on the PSA they heard. Two very important questions were if they found the PSA informative and did it catch their attention. Next we asked if they ate breakfast and if the information in the PSA changed what they thought about breakfast – would they change their behavior after hearing it? We closed by asking them to give us feedback on the PSA as a production – so music choice, length, etc.

9 Results: Pre-Survey

10 Results: Post-Survey

11 Discussion Pre-Survey 84% Listen to AM/FM Radio
87% Heard PSA on AM/FM Radio 37% Talked about PSA If did talk about PSA, only 52% take action 23% Tuning into Simmons Radio Post-Survey 97% PSA Informative 67% PSA caught attention 78% PSA provoked thought about habits 36% Likely to change habits 60/40 Eating Breakfast vs. Skipping or Occasionally Eating 100%: Found Informative 75%: Catch Attention 92%: Thought About Current Habits 58%: Change Habits

12 Limitations Population Time Period Setting Topic
Number Tuning into Radio

13 Thank you: Professor Len Mailloux All who listened to 1st Show

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