PSA is done as a part of social responsibility by the advertising agencies, business organizations, governmental organizations, social service institutions etc. It seeks to promote important social issues and greater awareness of public causes.
Ex: Handicapped children and rehabilitation, female foeticide, national integration, drug addiction, blood donation, system of education - if it is an award, the initiation for selection.
Product advertising for services is in the form of products like banking habit, insurance habit, use of detergents and soaps for cleanliness.
Thorough understanding of the target group to motivate for action.
Presentation of messages in three forms – keep messages single minded, keep them dramatic, keep them short.
PSA is also known as public awareness advertising, social service advertising and social awareness advertising.
Participants