TV PSA Case Study
The Corporation for National Community Service (CNCS) wanted to generate awareness of its Learn and Serve initiative to promote learning, while serving the community, and engaged TV Access to help.
To reach the campaign’s intended audience of high school students, TV Access distributed the public service announcements to nearly all the active television stations in the United States. Working closely with CNCS’s local coordinators, TV Access orchestrated a letter writing campaign with location-relevant statistics to maximize television airplay of Learn and Serve’s PSA. To help CNCS penetrate the numerous media gatekeepers, TV Access provided tools to the state coordinators to help facilitate in-person visits to stations. To penetrate as many media markets as possible, TV Access altered its strategy after three months and focused efforts on stations that had yet to play Learn and Serve’s public service announcement.
The Corporation for National Community Service couldn’t have been any more pleased with the results of their campaign. TV Access’ innovative approach received support from over 95% of markets in the United States, and CNCS expanded the PSA campaign to other mediums.