Placing More Alike Public Service Announcements

The We’re More Alike Than Different national awareness campaign for Down syndrome will have many parts including paid advertising, literature, promotion materials and public service announcements (PSAs) .

Most are in development now, but the first wave of materials are print PSAs. A PSA is an ad that the media run as a public service. You have seen many such as the Smokey the Bear campaign to stem forest fires. We have initiated the More Alike campaign with a set of PSAs for print media for the simple reason that we could get it done quickly and at low cost.

That should not minimize their importance in the overall campaign. Indeed, these advertisements and the efforts you invest in placing them with your local media can be terrifically important in getting our message – that people with Down syndrome are more alike than different – out to the general public.

We are focusing the financial resources donated to support this campaign, initially, on delivering our message to two very important audiences – OB-Gyns and K –12 teachers. As resources allow, we will expand beyond those segments, but for now the way we can reach the broader audience is via PSAs.

We will be working to place these ads with the national media. You can extend our coverage by doing the same with your local newspapers and magazines.

Local Recognition

You may download the print PSAs by clicking here. When you open the files, you will see that each ad allows space at the bottom for you to insert your organization name, logo and contact information.

Often your local media can help you work with the digital files to do that. You will need to provide either a digital files for your information including your logo or a clean, clear hard copy suitable for scanning. You an get information on exactly how that is to be done with a call to the advertising departments of the publications.

How to Place a PSA

There are no guarantees. Your local and regional print media will run PSAs, but they will do so as part of their community relations programs. That is important. It defines the decision makers relative to acceptance of the PSAs.

If the only contact you have with your daily newspaper, for example, is with editors and reporters, you are at square one. Typically the editorial department has little to do with PSAs.

That may also be true of advertising sales.

So your first step is to determine who is the gate keeper.

A simple phone call will often clarify – just ask the operator who is responsible for service announcements.

When you find that individual, be prepared to “sell” the messages. Think through why our messages are important to the broad audience, so you can tell the decision maker that people with Down syndrome are a part of the community they serve – that they attend school, hold jobs and participate in the community.

That is the up side of the argument. Be ready to present the challenges faced by people with Down syndrome – the negative myths, stereotypes and prejudices that frustrate people with Down syndrome and keep them from contributing to society.

The decision maker will not be completely separate from the other major functions of the media outlet. In a newspaper, for example, he or she will be sensitive to stories the publication has run. Stories about people with Down syndrome are not rare – so do a bit of home work and be prepared to remind your contact of articles the publication has run on Down syndrome to demonstrate the timeliness and relevance of our messages.

Then too, perhaps your organization has run advertising in the publication. Let your contact know that so it is understood that you aren’t simply seeking a free ride but are prepared to carry your share.

Finally, don’t assume that a single contact will get you space in the publication. Follow up periodically with phone calls and letters with the intent of developing a relationship. And, do add the individual to your newsletter distribution. Eventually, it is the combination of all your contacts that will pay a dividend.