ITV

Tag: PSAs

  • US Ad Council’s PSAs seek to prevent online sexual exploitation of girls

    MUMBAI: The Advertising Council, in partnership with the National Center for Missing & Exploited Children (NCMEC) in the US have launched a series of public service advertisements (PSAs).
     

     
    The PSAs have been designed to raise awareness about the prevalence of online sexual exploitation and to help teenage girls better protect themselves against online sexual predators. The new PSAs are the second instalment of the campaign, which began in May 2004 and the debut this month was timed to coincide with Internet Safety Month.

    NCMEC and the Ad Council launched the campaign to remind families that, just like in the “real” world, there are people who want to harm children in the “virtual” world. With the advent of the Internet, many child-predators have quickly adapted to the technology and use it to contact potential victims in their attempts to perpetrate crimes against children.

     
     
    According to a US Department of Justice study, of the estimated 24 million child Internet-users, one in five has received unwanted sexual solicitations. Teen girls are the primary target, receiving two-thirds of the solicitations. NCMEC cases and focus group testing also show that many teen girls are particularly susceptible to these predators because they tend to be more focused on relationships.

    The new PSAs are an extension of the first multi-media campaign in the US designed to address this issue. The initial round of PSAs aimed to educate parents about what they could do to protect their children online, whereas the new ads target the teens themselves. The new PSAs seek to prevent girls from forming inappropriate online relationships with older men in an effort to reduce their risks of sexual exploitation and abduction. The television, radio, magazine and Internet ads direct teens to visit www.cybertipline.com to get tips on how to prevent, detect, and report online sexual exploitation.

     
     
    In the first six months of the Online Sexual Exploitation campaign, the parent-targeted PSAs have received more than $29 million in donated advertising time and space from the media. In addition, according to a recent Ad Council study, parents who saw the PSAs were significantly more likely to have talked to their children about the potential dangers of chatting online with people you don’t know.

    The new television and radio spots, which are also available in Spanish show teen girls how easily a predator can manipulate their insecurities and end with the tagline Don’t Believe the Type.

    As per the Ad Council model, the PSAs are beinh distributed to more than 28,000 media outlets across the US later this month and will run and air in advertising time and space donated by the media. NCMEC president Ernie Allen says, “Our goal is to reach teens before predators do. The Ad Council campaign has proven successful in reaching adults, and we hope that our message will carry over to teen girls to help them identify, prevent and report sexual exploitation they encounter while online.”

  • Nick US launches PSAs on healthy eating habits

    MUMBAI: Over the years Nickelodeon US has positioned itself as being a channel that not only provides entertaining content that has taken it to the top but one that also pushes for a healthier lifestyle for kids.

    Now the channel has done a study which has found that American kids today have great leeway in deciding when and what they will eat throughout the day – and that only half of them report eating breakfast everyday.

     

     
    To address the research findings, Nickelodeon will unveil a series of new Public Sservice Announcements (PSAs) later this month, which focus on the importance of starting the day by eating a balanced breakfast. The first spot entitled The Day the Earth Skipped Breakfast from Nick’s How to be Well PSA series, addresses how eating breakfast provides energy and fuels muscles; but skipping breakfast leads to bad temperaments and sluggish behavior.

    The second spot It’s Breakfast Time animated by Klasky Csupo Rugrats features animated utensils rhyming and singing about breakfast foods as needed sources of energy for the start of the day. The various PSAs will run throughout the day and additional spots will continue to rollout over the next few months.

    Another finding is that only 39 per cent of kids consistently eat three meals per day. There is a disconnect between kids and parents when it comes to eating behavior. Kids report having greater freedom over their eating behaviors than their parents report. Kids who skip meals have significantly higher body mass indexes (BMI) than kids who eat breakfast, lunch and dinner everyday.

    The Kids, Food and Eating Behaviors Study and the breakfast PSAs are two components of Nickelodeon’s multi-faceted approach to address kids’ health and wellness issues. The network, currently in its third year of its award-winning pro-social initiative Let’s Just Playrecently announced the second annual Worldwide Day of Play where the network will go dark on 1 October 2005 to engage kids in healthy and fun activities.

    The first-ever Worldwide Day of Play held in 2004, resulted in participation from more than 1,800 grassroots organizations and 250,000 kids. Let’s Just Playemploys PSAs featuring Denzel Washington, Hillary Duff, Clay Aiken, and others, community events, partnerships and grassroots efforts to reinforce the pure value of play, and to challenge community infrastructures to support re-investment in recreational resources for kids.

  • Kenneth Cole unveils ‘We All Have Aids’ PSAs

    MUMBAI: American designer and humanitarian Kenneth Cole in conjunction with Know HIV/Aids the joint public education initiative of Viacom and the Kaiser Family Foundation unveiled the We All Have Aids campaign.

     

     
    This brings together entertainment, political, social and scientific leaders in an effort to foster solidarity and to bring light to the devastating stigma associated with those living today with the Aids virus. The goal
    is to encourage people to learn more, protect themselves, get tested and find treatment.

    The effort includes a photograph with a message about stigma that will be seen and heard by hundreds of millions via newspaper, magazines, radio and outdoor public service advertisements (PSAs), along with a new dedicated website, a t-shirt initiative and public art installation in the US.

    As part of the campaign’s collaboration with Know HIV/Aids, the outdoor PSAs are running across Viacom’s outdoor properties, including billboard, bus and bus shelter advertising faces in the nation’s largest markets.

    Radio spots feature Richard Gere, Barry Manilow, Ben McKenzie, Liza Minnelli, Julianne Moore, Natasha Richardson and Mena Suvari, among others, who lend their voices and read the We All Have Aids tagline aloud. These spots will air on a number of Viacom’s 179 Infinity Broadcasting radio stations, a majority of which are located in the top 50 markets in the US.

     
     
    In the print and outdoor ads, the tagline is written across a photograph taken by photographer Mark Seliger. Among those pictured are President Nelson Mandela, Archbishop Desmond Tutu, Sir Elton John, Alicia Keys, Will Smith, Sharon Stone and Dame Elizabeth Taylor. They are shown stepping into cement, representing their commitment to the global fight against Aids.

    Cole says, “Our goal is to create the largest public service campaign in the history of the devastating HIV epidemic. After two decades, stigma still challenges efforts to prevent, treat and to ultimately cure HIV/AIDS. This coalition represents many of the world’s most accomplished, devoted and inspiring Aids activists. With help from these extraordinary role models we hope to foster solidarity so that the world can focus on improving HIV prevention and treatment programs, and support necessary AIDS research”.

     
    Viacom executive VP Carl D. Folta says, “For the past three years, Know HIV/Aids has brought together the power of our media brands and Kaiser’s expertise to spark a dialogue about the devastating effects of Aids. Kenneth Cole, too, has been at the forefront of raising Aids awareness, and we believe the combined power of these shared visions will bring a new level of urgency to the epidemic proportions this disease has reached.”

    The We All Have AIDS print ads are already scheduled to run in about 200 publications internationally, including Vogue, French Vogue, Vanity Fair, Bell’ Italia, Luna, InStyle, InStyle Spain, Time, People and Rolling Stone.