Countless images and clips flood the screens of our televisions and smartphones that it has become an art form to produce media that truly catches the eye of the public.
No Kid Hungry released a public service announcement to campaign for the public to “Take the Pledge” to be aware and aim to end hunger in the child population.
A few of the most evident strengths of the PSA were the humanization of the children who are affected by this issue on a daily basis as well as incorporating a well known celebrity, Jeff Bridges.
photos taken from screenshots of No Hungry Kid PSA on YouTube
When addressing social issues such as children going hungry this must become relatable to groups of people who have maybe never struggled with such an issue. By humanizing the children in the video anyone who has any relationship with a child can sympathize with this cause.
Putting a familiar face and voice with a cause in desperate need of attention like this one is a brilliant strategy. Jeff Bridges is in a lot of movies focused on adults which draws in their attention to help alleviate this problem.
The one criticism I have about the No Hungry kid PSA is the suggestion to display how this problem is already being addressed and show how those helping hands have helped to better the situation already.
Walmart presented a video news release in 2012 regarding their ‘Great for You’ product labeling to allow shoppers and easy way to distinguish between healthy products on the shelves.
This news release was extremely informative, but I recognized more negative aspects than positive ones. One obvious negative was the fact that this news release was targeted towards making shopping easier for customers, but no shopper input was shown.
The majority of the b-roll footage blended together because there was not much variation between each shot and not much complexity to what was shown. Scanning aisles and briefly showing shoppers is not eye catching to a viewer. I would suggest interviewing one ‘expert’ individual and then getting some input from the shoppers it will actually affect as well as showing more detailed shots of the changes being made in the labeling.
photos taken from screenshots of Walmart video news release on YouTube
Being able to draw in the eyes of the public is a far easier task than making them listen without distraction. To be able to convey information in an intriguing way reaching only one sense is not an easy task.
The National Organization of Rare Disorders released an audio news release to promote Rare Disease Day in a way that made me pay close attention.
The strength of this release lies in the way the facts were conveyed in a way that made me as a listener was relatable. The very first thing that was said was that 1 in 10 people have a rare disease and that it is more common than those who have common diseases such as diabetes.
To hear a statistic like that is alarming and makes me feel like each of us know someone who is or has been affected by some sort of rare disease. Being informative and also entertaining to a certain degree was key with this release.
They also shifted between speakers which made it easier to remain engaged rather than tune out to what was being said. The only suggestion I would have for this release would be more influx in the voices throughout the release. The information and facts were engaging and surprising, but the voices did not seem as alert.
There are so many platforms for PR professionals to reach their target audiences and being able to explore different examples of each is beneficial to anyone studying within this field. The opportunities and channels are endless and being knowledgable about what works is extremely valuable.