You Could Read This Post... Or You Could Just Turn the Page

This tugs at your heartstrings, so please support us.

Anybody can make a PSA that tugs at the heartstrings, makes viewers laugh, or even gets them angry.  But it takes more to create a campaign that showcases your ability to win hearts and minds.

Cases in point:  Being against drinking and driving, texting and driving, smoking while pregnant, smoking while doing anything, bullying... Decrying these behaviors aren't exactly taking a unpopular stand, just because it's the right thing to do. 
 

Please be against whatever's making him so sad.

Can you say low-hanging fruit?  No?  Then how about fruit that's already on the ground?  Yep, that's more like it.

If you really want a challenge, advocate for something that isn't popular, not in the public's consciousness, or just uncomfortable.

Then make people care. 

For a great example, please see this PSA for clean water.

Not a sexy topic, but delivered so effectively, it stays with you for days.  Imagine pitching this as your network's latest mission. 

Now, trying following that up.  Mission accomplished. 

It's hard to imagine, but being against pollution wasn't always in the mainstream.  In fact, 40 years ago, it was considered being part of the lunatic fringe, right up there with being against the Vietnam War.  Then this spot came along.

In his most recent post, my Promo Code partner, Rich Brase, did a brilliant job of outlining the difficulty of promoting Al Jazeera America. 

Creating a compelling PSA for an unpopular cause is equally difficult.

Next time your department is looking to take a stand, consider something unpopular, like the dangers of Veganism, the benefits of alcohol ...or even tougher, Mayor Bloomberg's jumbo soda ban.

Or you could just be against mean people who smoke and litter.  

-Ed Roth
edrothshow@gmail.com

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