Times are tight, money is scarce, and in times like these, the most old-fashioned practical advice has an eerie prescience about it. "Keep your forks, there's pie!" is at once a message of hope… and a cautionary message about being practical and logical.
Most of us can still play back the most memorable television and radio campaigns we've seen or heard over the last decade or more. And some of us wonder why there is a tendency to abandon perfectly good campaigns – especially public service campaigns – in favour of renewed creative.
Me too.
While the introduction of new creative makes sense in the context of evolving branding and changing product lines, good institutional campaigns that reinforce the essence of your brand can and should have a life of five years or more.
That's why we recommend to many of our non-profit clients that resending older material out on the same tapes/CD's as newer material can be a good thing: it potentially creates an inventory of both product- or campaign-specific material AND strong brand reinforcement material as well on the broadcaster's or publisher's shelves. Oh yeah… you've already paid for the creative and production for the older stuff too!
When you send out material that isn't absolutely date-sensitive, tell the broadcaster it can be used for 24 months or more. We have spots running for Help the Aged that were produced in 1998, and continue to get regular airplay over eight years later.
Good creative, good production quality, and messages that don't go out of date, reinforced with new material that still relates to the overall brand.
That's the recipe for long-lasting PSA pie.
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Archive:
2009-11-20: "Don't Play Games" - Motorcycle Ride for Dad Prostate Awareness TV PSA
2008-04-07: HyperActive on location - Mars!
2007-06-04: CSA - My Body In Space, Video Podcasts 1-4
2007-05-28: CFIC - Retention Toolkit
2007-03-27: Words of Wisdom
2007-03-12: Some things you can't learn in a classroom
2006-09-19: CANJAC Award Presented to Yellow House
2006-08-15: MikeBlog: Meanwhile in Africa...
2006-06-30: MikeBlog: Keep Your Forks, There's Pie!!!
2006-06-15: HyperNews: Helping Teachers Understand Autism
2006-06-13: HyperNews: Canada Career Consortium
2006-06-06: MikeBlog: To Pay or Not to Pay
2005-09-29: HyperNews: Childrens Wish Foundation of Canada
2005-09-05: HyperNews: Department of National Defense
2005-06-29: HyperNews: Department of Justice
2005-03-29: HyperNews: FINTRAC
2004-10-29: HyperNews: CAREconnects.ca, CARE Canada
2004-10-06: HyperNews: Stock Collection Zambia
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