Advertising Statistics Yearbook 2009
How Public Service Advertising Works: Contents Page 2 of 2  
Foreword
Sir Gus O’Donnell
About this book
Peter Buchanan
About the contributors
About the IPA Effectiveness Awards
www.WARC.com
Acknowledgements
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OVERVIEW

From a political and social perspective
Matthew Parris
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PART 1: THE AIM OF PUBLIC SERVICE CAMPAIGNS

1 Initiating positive behaviour
Richard Storey
  • Meeting behavioural objectives: commercial vs public service campaigns
  • Ten common themes
2 Reducing negative behaviour
Alison Hoad
  • The big ask: lessons in how to demotivate people
  • Motivational vs demotivational ads
  • Making the invincible feel vulnerable
  • Overcoming barriers to behaviour change
3 Encouraging law-abiding behaviour
Charlie Snow
  • The background context for communications: it’s tough out there
  • Three key recommended communication strategies
  • Exploit multi-media capabilities
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PART 2: IDENTIFYING THE TARGET AUDIENCE

4 Recruiting for tough jobs
Neil Goodlad and Rebecca Munds
  • Breaking through the barriers
  • Types of barrier: practical, emotional and advertising related
5 Understanding subcultures
Andy Nairn
  • The benefits of a targeted approach
  • The public sector dilemma
  • Challenges in engaging hard-to-convince audiences
  • Overcoming challenges
6 Addressing multiple audiences
Andy Nairn
  • Go forth and multiply
  • Multiple audiences, multiple challenges
  • Overcoming challenges
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PART 3: ENGAGING THE TARGET AUDIENCE

7 Innovative uses of media
Will Collin
  • Selective targeting of discrete audiences
  • The benefits of mixed-media campaigns: the ‘media multiplier’
  • Waiting for the right moment: ‘proximate media’
  • An unsolved problem: separating effects of proximate media
8 Who owns the message? Does it matter?
Alex Harris and Charles Vallance
  • How can we consider message ownership?
  • Why is who presents the message so important?
  • The importance of tone and messaging in encouraging personal responsibility vs nanny state
  • Mobilising stakeholders to take the message onwards
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PART 4: DOES IT WORK?

9 Budget setting
Peter Buchanan
10 Measuring success
Rebecca Morgan and John Poorta
  • The importance of measurement
  • A spectrum of effects
  • Intermediate measures
  • Return on investment
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PART 5: THE CREATIVE PROCESS

11 Where do the ideas come from?
Jeremy Bullmore
12 Creative directors talk about their work
Judie Lannon and Directors
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PART 6: A PSYCHOLOGICAL PERSPECTIVE

13 What we know about how the human brain works
Professor Geoffrey Beattie
  • The relationship between thinking and emotion
14 The future of public service advertising
Judie Lannon
APPENDIX LIST OF CASES REFERENCED
INDEX
how public service ad works
Overview

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