To successfully expand a public service announcement (PSA) strategy, organizations should build on existing assets to create compelling messages. The Dave Thomas Foundation for Adoption used its brand journalism library to repurpose stories into TV and radio PSAs with minimal costs. Their strategy included distributing each type of PSA biannually, layering in additional media formats over time. By adhering to a structured approach—audit, build, collaborate—organizations can scale their campaigns effectively and achieve significant outreach and impact.
The key to growth lies in continuously finding new, compelling messaging, exploring new media opportunities and tracking performance metrics to ensure effectiveness.
Our PSA journey demonstrates how starting small can lead to big outcomes, expanding from videos for donors to widely distributed TV PSAs.
By following the ABCs of PSAs—audit, build and collaborate—campaigns can be continually scaled to amplify impact over time.
The PSAs were created with low production costs and genuine storytelling, leading to widespread pickup by media outlets across the country.
#public-service-announcements #media-strategies #campaign-scaling #nonprofit-marketing #brand-journalism
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