Presentation on theme: "Public Service Announcements at Simmons College Radio"— Presentation transcript:
1 Public Service Announcements at Simmons College Radio Christina TaddeiCourtney DillonMegan McLean
2 Background Simmons College Radio In production the past two and a half yearsLive internet streaming 24 hours a day, 7 days a weekResponsible for creating five Public Service Announcements (PSA)Programming can be viewed through the Simmons College website or accessed through itunesIn 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 NetworkRadio audience is 18-30Most listeners are in US, but also in XXX countriesApproximately 2,000 listeners per monthEach 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 obeseOver 68% of the population is either obese or overweightHeart disease as a leading cause of deathFrom 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 outConsuming more fruits, vegetables, whole-grains, fat-free milk and low fat dairy productsConsume fewer foods with sodium, trans fat, cholesterol, added sugars and refined grainsPhysical activityMonitoring 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 preparationWhat the difference is between refined grains and whole grainsIn 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 DeliveryOur 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 adsRepetition1998 the Gore Commission on the future of broadcasting and the public interest recommended that the FCC adopt new public interest requirements for broadcastersRecommendation included quarterly disclosures about public interest programming to be submitted to the FCCWould require that 5% of air time be dedicated to public affair programmingPublic affair programming includes using psa as a tool to provide programming to their communitiesRecommended that broadcasters allot part of their public affair programming to emphasize locally produced psa that run all parts of the day, including primetimeOriginally 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 factorsPositive framed ads include the presence of a positive outcome of absence of a negative outcomeRepetition 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 PSAsWriting style: teasers, word choice, lengthProduction considerations: speed, music, toneBreakfastPhysical ActivityPortion ControlWhen 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 PSAsPast behavior changePost-PSA QuestionsCurrent behaviorLikelihood of behavior changeAnalysis of PSAWhen 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.
11 Discussion Pre-Survey 84% Listen to AM/FM Radio 87% Heard PSA on AM/FM Radio37% Talked about PSAIf did talk about PSA, only 52% take action23% Tuning into Simmons RadioPost-Survey97% PSA Informative67% PSA caught attention78% PSA provoked thought about habits36% Likely to change habits60/40 Eating Breakfast vs. Skipping or Occasionally Eating100%: Found Informative75%: Catch Attention92%: Thought About Current Habits58%: 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