public service announcement as Informal knowledge system

Effectiveness of
PUBLIC SERVICE ANNOUNCEMENTS
As a source of
Informal knowledge system

INTRODUCTION :
Public service announcements are non-product advertising that focus on
sending a message instead of selling a product. PSAs are designed to
inform the public about a specific issue or cause. Whether it is a
community newspaper classified, radio announcement , television spot
or social media, a PSA provides viewers, listeners or readers with
valuable information that could positively affect their lives.
Public service announcements is informal learning system with in
society and its goal to change public opinion and raise awareness in the
Society of any issues or any announcements by government & NGO.
To Communicate important social messages in an effective manner and
to empower the lives of the country's citizens, various Ministries &
Departments of Government of India announced PSA, e.g.
•MINISTRY OF HEALTH AND FAMILY WELFARE : Sawach Bharat, Sulabh
Shochalaya, Save girl child
•MINISTRY OF ROAD TRANSPORT AND HIGHWAYS: Don’t Drink & Drive,
Lane driving
•MINISTRY OF LABOUR AND EMPLOYMENT: Child labour

AIM
To study the knowledge system through public service announcements.
OBJECTIVES
•To study the process of communication through PSA.
•To study the elements of PSA.
•To study the best media for learning in current digital world.
•To study the after effects of PSA in term of Social & Economic growth
within society.
SCOPE AND SIGNIFICANCE
•Scope of this dissertation is to understand the informal knowledge
system that exists in the Public service announcements and the
importance of PSA for each and every society.
•To study the advantages and the Limitations of PSA.
•To study how effectively role play by PSA in society.

HYPOTHESIS
Relevance of PSA in current digital world as a informal knowledge
system and how does it contribute to development of society.
LIMITATIONS
Research area is restricted between Delhi & NCR.
METHODOLOGY
•Primary data are collected through the case study & questionnaire.
•Secondary data are collected through the journals published by
different government agencies & NGO’s.

HISTORY
The concept of PSA was traced back to ancient times, such as rock
paintings, wall paintings and human criers were used to advertise
events.
Public service announcement has reached in World War I and World
War II under more than one government. In World War II President of
US Roosevelt created The War Advertising Council recently now called
as Ad council. This council is the largest developing in public service
advertisements campaigns on behalf of the government agencies, non-
profit organizations.
Public service announcements are generally inexpensive. The only
cost is production. Public service announcements goal is not to make a
big scale profit.
The basic objective of PSA was to encourages audience to do
something usefully. PSA goal is to change public opinion and raise
awareness in the Society of any issues or any announcements by
government.
various Ministries & Departments of Government of India announced
PSA time to time and played very important role in the development of
the society.

Elements of Public Service Announcement
An Advertising Plan Matches the Right Audience to
the Right Message and Presents it in the Right
Medium to Reach That Audience.
PSA Has following Elements:
1. Audience: Prepare a list of groups and potential
audiences that may have varying interests in the
knowledge that is disseminated.
2. Message
•Clear: a message is easy to understand,
•Concise: a message is easy to read,
•Consistent: a message is related to information
that is consistent with other existing information,
•Compelling: a message offers something that
commands attention, and
•Continuous: a message has follow-up to make
sure it is not forgotten or overlooked.
3. Method: Both electronic and print formats of
materials can be used for dissemination via mail,
emails, web sites, or as handouts during
conferences, seminars, ceremonies, or broadcast in
TV & radio, etc.
4. Messenger: Identify a messenger for presentation
e.g celebrity for tv shot.

COMPONENTS OF PUBLIC SERVICE ANNOUNCEMENTS
1. Strategy
• The strategy is the logic and planning behind the PSA
that gives it direction.
• It develop PSA to meet objectives & the audience’s
concerns.
• Advertisers direct ads to identified audiences.
2. Creative idea
• The central idea grabs the audience attention.
• Planning strategy require creative problem solving.
• Convincing and effective PSA requires creative thinking.
3. Execution
• Effective PSA are well executed reflecting the highest
attention & importance in the society.
• Clients demand the best production the budget allows.
4. Media
• Television, Internet, magazines, and other media are
used to reach a broad audience.
• Deciding how to deliver the message requires creativity.
• How you say something and where you say it is just as
important as what you say.
Effective
PSA
Strategy
Creative
Idea
Execution
Media

Role of PSA
• Communication
Can reach a mass audience
Introduces plan, instructions and policies
Explains important changes
Reminds and reinforces
Persuades
• Societal
Informs audience about current need and issues
Teaches audience about new policies and strategies
Helps shape to society
Perpetuates self-expression

Newspaper
Television &
Radio
Outdoor
and transit
Social
Media
Types of Media
PSA
The most suitable media depend on target audience and cost effective way to
reach as many of them as possible, as many times as possible.
•Newspaper
•Magazine
•Radio
•Television
•Directories
•Outdoor and transit
•Direct mail, catalogues and leaflets
•Catalogues, brochures and leaflets
•Online
•Mobile Phone

Type of PSA
PSA based on there purpose e.g. PSA promote to health issue called
Health PSA, PSA promote to education issue called Educational PSA
etc. Basically different ministry introduce PSA to promote their new
policies.
PSA take place at three level
•Regional/state
•National
•International
Knowledge transfer through PSA at three catgory of audience
•Ruler
•Urban
•International

Impact of knowledge transfer & exchange
1. Effective knowledge t/f & exchange efforts treat
knowledge as a means to improve practice &
situation by having positive impacts.
•Increase capacity to use knowledge
2. It is about empowering participants to apply the
gained knowledge to real life situation &
problems in their own local contexts.
●Integrating evidence into decision making
●Cultural shift
●Collaboration
3. Behavior change
●Accept a New Behavior: Wear a Life Vest
While Boating (reduce drowning events)
●Reject a Potential Behavior: Pregnant woman
should avoid alcohol (reduce incidence of birth
defects)
●Modify a Current Behavior: Parents Wear car
seat belts As a Model (reduce injuries in
accidents)
●Abandon an Old Behavior: If You Smoke, Quit
(reduce incidence of birth defects
PSA
Information/
Message
Messenger(s)/
Media
Audience
Knowledge
Transfer/Exchange
Expected effects
Hierarchy of flow of knowledge
in PSA

Case study of Pulse Polio
Pulse polio is an immunization campaign established by
the government of India to eliminate poliomyelitis
(polio) in India by vaccinating all children under the age
of five years against polio virus. The project fights
poliomyelitis through a large-scale pulse immunization
program and monitoring for polio cases.
In India, vaccination against Polio started in 1978 with
Expanded Program in Immunization (EPI).
In 1995, India launched Pulse Polio Immunization
Program along with Universal Immunization Program
which aimed at 100% coverage.
In 2002, 1600 cases were reported in a major
outbreak that originated in western Uttar Pradesh(UP)
and spread into many other states most of which had
been polio free for more than one year.
After 2002 ,the initiatives included mass awareness
programs, involvement of local level NGO’s and
community leaders, use of social media, carrying out
surveys at local level taking district as a unit to identify
high risk areas etc.
The WHO in 2012 had announced India as Polio free
Nation.

Evaluation of Polio Eradication Campaign
Ruler Area Urban Area
Identification Mass media were not in
reach of marginalized and
undeserved communities of
villages, especially of U.P. and
Bihar.
After 2002-03 mass media &
inter personnel
communication approach
increased.
After 2002-03 Awareness
drastically increased as
mass media channels were
equipped with inter
personnel rational and
emotional appeals in more
personalized manner.
Legitimacy Rumor started that OPV was
a contraceptive designed to
control fertility in children
Failure of polio vaccines in
several cases eradicated faith
from villages, as several
Childs died even when they
have given polio drops earlier
back.
Participation Due to low awareness and
legitimacy of the Polio
Campaign before 2002-03,
participation and cooperation
of masses was low.

On the basis of rational and emotions appeal of the campaigns,
made it successful especially after 2003.
Emotional Appeals used in Polio Eradication Campaign
Emotions Appeal PSA
Fear
Appeal
Fear appeal was supplemented
by positive aspects of giving polio
drops to children.
Polio drops were popularized as
‘two drops of life’
Successful cases were focused
by Aganwadi members and
trustable opinion leaders were
involved
`
Anger celebrity Amitabh Bachchan to
evoke anger appeal
“Why have you stopped coming?
“Why polio keeps coming back”
“Pulse Polio Immunization is for
everyone.”
Ashwarya Rai convincing people
that Amitabh Bachchan had got
angry since parents are not
taking their kids to polio booth.
He left all his work for
the past yrs to make
you understand
Logo: Logo of two drops
of life
Message: Welcome in
polio booth
Graphics
PSA organizer
Tag Line: Do boond
zindagi ki
He is asking people to
go to polio booth

Hope In ad Amitabh Bachchan recited a
poem where he argued to parents that
children are hope of their future.
Various Posters of other famous
celebrities were launched where
appeal was –‘now polio is going to
end, we have to walk a little bit more’.
The most widespread was Rotary
‘this close’ Campaign.
`
Trust and
Team spirit
Why repeated doses even though
everyone was tired of OPV
The “science of eradication”, Each
child left unvaccinated would expose
another child to the risk.
OPV would not cause sterility or
make children grow a tail, the virus
was spreading as fast as rumours, and
it would indiscriminately attack
children of any caste or creed, of any
socio-economic status.
Joy and
Happiness
As Campaign moving towards
success, various posters, ads and
pamphlets were launched which
showed that happiness and joy
approached those parents who have
given polio drops to their child.
‘this close’ campaign, where all are
indicating that polio is just going to end
Various celebrities from diverse field
generating trust and creating
awareness

Incredible India
The ‘Incredible India’ campaign, as an integrated marketing communication
effort by the Government of India in 2002, was conducted globally to promote
India as a tourist destination to attract the tourists by showing different aspects
of Indian culture and history like yoga, spirituality etc.
Case study-2
•It is the largest service industry in India, with a contribution of 6.23% to the
national GDP and 8.78% to the total employment in India.
• India witnesses approximately 3 million annual foreign tourist arrivals every
year.

Examine the impact of the ‘Incredible India’ campaign on the tourism industry.
It also studies various communication strategies undertaken by the Tourism of
India to communicates and build a powerful brand.
Marketing Mix
Product  India is one of the
greatest civilizations in
the world, and is home
to four great religions.
It is a rich tapestry of
varied product and
experience offerings
across the nation’s
innate strengths of
culture, heritage,
nature etc.
Heritage and Culture: India has an array of 32
cultural and natural sites inscribed on the World
Heritage list of UNESCO.
Spirituality: As the birthplace of four great
religions it attract significant number of visitors.
Yoga: Yoga is India’s gift to the world which
holds the promise of self-realization.
Ayurveda / Holistic Health Systems /
Wellness: The ancient science of Ayurveda seeks
to maintain a balance amongst the different
elements in the body to maintain good health.
Medical Tourism
Meetings, Conference & Exhibitions
Rural / Village /Plantation
Beaches
Rivers / Backwaters / Dams
Cruises / Coastal / Inland
Adventure & Wild Life/ Eco Tourism
Golf & Cuisine
Shopping, Fairs & Festivals
Cinematic Tourism
Interpretation / Heritage Walks
Destination Weddings

Marketing Mix
Place  Individual State
Tourism Departments /
Corporation and
Boards in India are
promoting India as a
tourist destination with
unique feature
India’s Northeast – Paradise Unexplored
Kerela – God’s Own Country
Goa – Go Goa – A Perfect Holiday Destination!
Andaman and Nicobar Islands – Emerald Islands
Uttar Pradesh – Amazing Heritage. Grand
Experiences.
Gujarat– Vibrant Gujarat – Where life is a
celebration
Rajasthan– Simply Colorful
Haryana– A Pioneer in Highway Tourism
Promotions
&
Marketing
Tourism of India
campaigns address two
kinds of audience, the
international and the
domestic.
All markets are not
similar and hence a
specific brand
campaign and media
strategy projecting
specific core
messages, invitations
and offerings.
Domestic : On the domestic front run social
awareness campaigns like the “Athithi devo
bhava” and “Campaign Clean India”, & need of
aggressively push key messages like safety and
hygiene.
International : media strategy development is
required to ensure:
Big brand awareness and gravitas –best achieved
through reputable television networks
Audience engagement –best achieved through
online advertising with national tourism
connection
Search and conversion –online, especially
tourism websites

Incredible India PSA take place at three level
Appeal PSA
Regional/
State level
 Individual State Tourism Departments /
Corporation and Boards in India are also
promoting India as a tourist destination in
their own way e.g. Madhya pradesh
Madhya Pradesh is called the "Heart of
India" because of its location in the
center of the country.
The logo itself states that “The heart of
Incredible India”, it is a clearly case of
extending brand of the Incredible India
campaign.
Communication strategy says that
“Hindustan ka Dil Dekho” It was
launched in April 2006. This campaign
had a theme of Bioscope.
In 2009,campaign was Eye. Through
use of very beautiful eyes a very creative
route has been adopted to explain what
had been visited by the tourist and
viewed by others.
Interestingly, the first ad invited tourists
to come and ‘see’ Madhya Pradesh, while
the second ad narrates the tourist’s tale
after he has visited the place.
`
Theme of
bioscope
Theme of
eyes
The logo itself states that “The heart
of Incredible India”,

Appeal PSA
Regional/
State level
 Further this campaign was also
extended to radio. Its media partner was
My FM 94.3fm.
In this activity, the MY FM RJ travelled
around all destinations in Madhya Pradesh
and also described the locations, sites,
eating joints, handicrafts, people, culture
etc. of the place.
November,2010, The campaign stated
“MP ajab hai, sabse gajab hai . This
campaign, the third in a series of hugely
popular and successful campaigns done in
the past, is based on the ancient art of
shadowgraphy.
Internal Branding: Madhya Pradesh
Government has shown great intent and
commitment in terms of devoting lot of
time and resources in development of
basic infrastructure and training the
people for delivering the brand promise.
`
advertisement was printed into a strip
format and was then promoted through
printed media
Theme of Shadowgraphy
MP
Website

Appeal PSA
National
level
 Branding Strategy
The branding strategy seems to be very
consistent and makes the brand
comparable to any other country tourism
operating in the same market segment.
”Incredible!ndia” logo, where the
exclamation mark that formed the “I” of
India was used to great effect across all
communications.
In 2002, The campaign used captivating
visuals of India, showcasing its exciting
diversity in terms of geography, heritage,
culture and cuisine.
Use geographic location & logo of
campaign that create advertisement
simple and attractive.
Website: It helps new customers find
you and advertises what you can offer. It
reaches consumers and businesses
nationally and internationally - and it can
do all of this very cost-effectively.
In 2003, Focus on unique creative on
various themes like spirituality, Yoga etc.
New products Wild life, crafts, festivals
etc
`
Logo
Ads based on striking pictures and themes
related to India’s cultural legacy
themes like spirituality, Yoga

Appeal PSA
International
level
 The campaign was rolled out on some of the major
television channels (Discovery, Travel, BBC, CNN)
between January and March 2002 to cover the
regions like Europe, Asia, Middle East and Africa,
Australia and Newzeland.
The 2004 campaign covered emerging economies
like China and those of North-East Asia and South-
East Asia. The tourism ministry also organized road
shows in Europe.
Ministry of Tourism launched personalized itinerary
planner Tripigat or website aimed to provide all
travel itineraries in one tab to reduce travellers’
efforts.
August 2004 to March 2005, digital brochures were
placed on major websites like Yahoo!, Rediff, etc.,
and ads for promotional DVDs were carried in major
business and special interest magazines.
In March 2005, a TV campaign “Let us go to
India” was launched in Japan and a campaign
“Walk with Buddha” in Thailand and China.
Several road shows were also organized as part of
the “Incredible India” campaign in Milan, Paris, and
cities in Serbia and other East European countries.
A tram in Berlin, Germany was painted with the
“Incredible India” colours and it reportedly became
the talk of the town for the top ten countries for
tourists to India.
`
campaign was designed to
attract a global film crowd at
the International Film Festival
at Cannes.

Purpose PSA
• Atithi devo
bhav
 Creating awareness about the effects
of tourism and sensitizing people about
preservation of our rich heritage &
culture, cleanliness and warm
hospitality.
It also re-instills a sense of
responsibility towards tourists and re-
enforces the confidence of foreign
tourist towards India as a preferred
holiday destination.
To change our attitude : We’ve lost
touch with the hospitality we were
famous for.
`
Factors faced by Incredible India Campaign
• Security and safety of international tourists
• Defacement of the national heritage monuments and tourist spots
• Poor Infrastructure, gap between “what is promised and what is delivered”
•Hygiene & Cleanliness
Following campaign run to support Incredible India Campaign
•Atithi devo bhav
•Sawach Bharat
•Priyadarshini
Security and safety of international
tourists
Guest is God translated into the tag line

Purpose PSA
• Atithi devo
bhav
The key audience where the need
was to drive a behavioral change is the
youth.
•graffiti on monuments
•eve teasing
•molestation
This was highest in the age group of
18–30 years.
 Appeal by brand ambassador “Aamir
Khan”. It also re-instills a sense of
responsibility towards tourists and re-
enforces the confidence of foreign
tourist towards India as a preferred
The ads all open with Khan standing
in front of a studio audience, reading a
letter from a foreign tourist. It then
cuts to a flashback of that tourist’s
experience in India, and then cuts back
to Khan, who calls up an honoured
guest from the audience: the Indian
who helped the foreigner in question.
Defacement of the national heritage
monuments and tourist spots
Emotional appeal by Aamir Khan

Learning Process Analysis
Case
Study
Campaign
Purpose
Problem Facing Strategic Actions Knowledge Gain
1. Pulse
polio
•Eliminate
polio in India
by vaccinating
all children
under the age
of five years
against polio
virus.
•Aim to be
India as Polio
free Nation.
Rural Population:
Inadequate
information :
1. Doubt
•Why repeated doses?
2. Hearsay
•Rumor mongers &
unpopular family planning
program OPV causes
infertility .
•Cause of infection among
(insufficiently) vaccinated
children •Absence of
other basic services
3. Resistance
•Forced vaccination
•Health workers & ANM’s
lack of communication
and apathy
4. NEW BEHAVIOURS
(Resentful attitude)
•Shut the door – pretend
no one’s home
•Leave the house/village
to avoid OPV
•Hide children
•Lie – children have been
•Mass
communication
on a narrower
scale, using wall
writings,
hoarding boards,
posters and
banners to
create a visual
presence. The
latter was
commonly
described as IEC
(Information,
Education &
Communication)
activities.
•Raise awareness:
•Learn pulse polio is
beneficial for children
•It is not related to
any caste & religion.
•change attitude
and behavior: Trust
on pulse polio
•Vaccinate their
children
•Social changes:
•Learn importance of
toilet within
home/covered toilet
•Learn importance of
heath policies.

Case
Study
Campaign
Purpose
Problem Facing Strategic Actions Knowledge Gain
1. Pulse
polio
Urban Population:
Inadequate
information :
1. Unaware of date,
time, place & need
for additional doses
2. Fear of side effects
3. Lack of time – working
parents
4. Convenience – House-
to-House (Don’t want
to go at polio booth)
5. NEW BEHAVIOUR
(Neutral attitude) :
Stay at home – vaccine
will be delivered to my
door
• Increased as mass
media channels were
equipped with inter
personnel rational
and emotional
appeals in more
personalized manner.
•Inform and remind
people of new NIDs
and Sub-NID dates
•Informing people of
achievement and
challenges,
expressing gratitude
for the public’s
continuous support
•Behavior change:
Accept polio drops
and would go to the
booth.
•Emotional learning
Parents positively
react on Amitabh
Bachchan appeal.
•Social growth:
vaccinate their
children
•learn pulse polio for all
caste, religion & status.
•Educational
growth:
Importance of
vaccination for
children.
•Motivational
learning:
Applauding the
people who get their
children immunized

Case Study Campaign
Purpose
Problem
Facing
Strategic Actions Knowledge Gain
2.
Incredible
India
•Increase
domestic &
international
tourist
•New
products
Problem
facing by
tourist in
term of :
•Safety
•Security
•Misbehave
cheating
•Poor
infrastructure
•Strategic actions to
increase awareness
of purposes, arguing
that India needs to
treat its tourists
better if it wants to
increase its tourism
revenue.
•sensitizing people
about preservation
of our rich heritage
& culture,
cleanliness and
warm hospitality.
•It also re-instills a
sense of
responsibility
towards tourists and
re-enforces the
confidence of foreign
tourist towards India
as a preferred
•Motivational learning:
Driver, tour guides &
Shopkeeper rewarded as
honored guest who helped
the foreigner.
•Emotional learning
•Behavior change: people
would be sensitive about
preservation of heritage &
culture, cleanliness and
warm hospitality.
•Economical growth:
Tourism supporting
activities increase source of
earning.
•Social growth: learn
healthy habits like hygiene,
cleanness, respect &
gratitude.
•Educational growth:
Training on personal
hygiene, etiquette, English
language skills etc to
interacted directly with
tourists .

Social & Economic Growth
PSA Social Growth Economical Growth
Pulse Polio •The economic benefits of
vaccination extend far beyond
the treatment costs that are
usually included in cost–
effectiveness analyses.
•Healthy children bring social
value to the community.
•Vaccination, and thus improved
health, can yield broad benefits
in improved cognitive
development, educational
attainment and labor
productivity.
•Through childhood vaccination,
country have an opportunity to avert
high medical treatment costs and lost
wages from taking care of sick
children.
•Children whose lives are saved
through immunization programs
contribute to the economy.
•Healthier workers are more
productive in the workplace because of
their improved energy levels and
better attendance records.
Incredible
India
• Changes to resident’s
everyday experiences, as well
as to their values, way of life,
and intellectual and artistic
products.
•Impacts arise when tourism
brings changes in value systems
/ behaviour, threatening
indigenous identity.
•Promote economic growth through
innovational and self employed
(tourism industry).
•Foreign exchange earnings
•Contributions to government
revenues
•Employment generation
•Infrastructure investment
•Contribution to local economies

Result of Questionnaire
The method adopted for this study survey method. I had chosen Random
sampling with the age group of 15-19 ,20-29 ,30-49 ,50 and above. Around 50
samples attempted in this methodology with the multiple choices based and
some of the questions are open view. The survey has 32 responds, which was
directly attempted, and 18 responds attempted through online survey. Through
this survey, I found that there is awareness among public about the public
service announcement.
Condition Result Analysis
Choice of Media
is affected by
Education level
in different age
groups
15-19 Age Group favorite media is TV
both Illiterate & Educated people.
Educated group first preference is
Mobile Phone & Internet, which is
missing in Illiterate group.
& Mobile in Illiterate people.
Educated group first preference is
Mobile Phone & Internet, which is
missing in Illiterate group.
12%
29%
18%
23%
12%
6%
Age group 15-19
& Illiterate
people
15%
18%
13%
9%
21%
24%
Age group 15-19
& Educated
people
13%
21%
17%16%
15%
18%
Age group 20-29 &
Illiterate people
15%
18%
15%12%
19%
21%
Age group 20-29 &
Educated people

Condition Result Analysis
2. TV
Advertisements
among People
in both group.
Radio is second option in Illiterate
group & Newspaper is second option in
Educated group.
Above 50 Age Group favorite media is
TV in both group.
Radio & Hoarding are second option
in Illiterate group.
Newspaper is first option & TV is
second option in Educated group.
According to the Survey, among 50
respondents, 90.3% people said that
they would watch advertisements
when compared to people who do not
watch advertisements.
9%
28%
24%
22%
8% 9%
Age group 30-49
& Illiterate people
19%
20%
12%14%
18%
17%
Age group 30-49
& Educated
people
25%
23%
13%
20%
10%
9%
Age group Above
50 & Educated
people12%
25%
22%
20%
12%
9%
Age group Above 50
& Illiterate people

CHOICE OF MEDIA IN DIFFERENT AGE GROUPS
CHOICE OF
MEDIA
15-19 20-29 30-49 ABOVE 50
ILLITERATE EDUCATED ILLITERATE EDUCATED ILLITERATE EDUCATED ILLITERATE EDUCATED
FIRST TV MOBILE PH TV MOBILE PH TV TV TV NEWSPAPER
SECOND HOARDINGS INTERNET MOBILE PH INTERNET RADIO NEWSPAPER RADIO RADIO
Result Conclusion
1. TV is most popular media in all age
groups.
2. People of all age group like to watch
PSA on TV.
3. 35.5% people would like to change
channel while commercial break
occur.
4. 84.4% people agree that PSA is
important for social awareness but
it should be improved.
5. 74.2% people influenced with
celebrities appearance.
6. PSA is useful for social & economic
growth. Also provide knowledge
about current social issue.
Cognitive Learning:
•Television and film models, in particular, seem to
exert a powerful impact, and one major
implication is that television is shaping humans
motivation and behavior on a daily basis.
•Social learning theorists would agree that this is
an advantageous strategy to employ in hope that
social change would take place.
•Social learning theory in relation to mass media
is the flow of information through social networks.
Observational learning :
Learn through observing consequences of
behaviors of others.
Observe behavior of others and repeat the
behavior.

Analysis of learning process
Knowledge
Transfer/E
xchange
Messenger
Methods
Expected
effects
Audience
Information
/ Message
2. Factors that contributed to new
behaviors
Underserved &
marginalized
communities
Inadequate
information
Doubt
Hearsay
Resistance
New behaviors
Reinforced by: •Rumor,
OPV causes infertility
•Cases of infection
•Negative experiences
with health system &
health workers
Further reinforced by:
•Forced vaccination
•Health workers &
ANM’s lack of
communication and
apathy
•Shut the door –
pretend no one’s home
•Leave the
house/village to avoid
OPV •Hide children •Lie
– children have been
given polio drops
Why repeated doses?
1. Planning an Effective Knowledge
Transfer/Exchange
3. The factors for analyzing
rational appeal based on case
study are:

4. Intensive social mobilization and interpersonal communication in
endemic states
massage
Audience
Messenger
Communication
gap
Society
behavior
Limited
mass media
Doubt & hearsay
Word of mouth
communication
sacrifice of
visibility
wall writings,
hoarding
boards, posters
and banners to
create a visual
presence
Positive
change
Negative
change

SWOT analysis
STRENGTHS Powerful visual impact
Popularity
Helpful for social & economic growth of any country
Powerful media
people can learn about message by observing the choices of
others.
Complete psychological treatment of the audience.
WEAKNESSES
particular segment of the population
Did not cover all the aspects
OPPORTUNITIES A lot of potential to attract target audience
Micro & Macro level planning possible
Wider campaign can be planned
THREATS If the campaign fails to innovate it will lose its appeal
Rumor can failed the campaign
Negative behavior of society

Issue Identified
•Illiterate people cannot understand the content. Specially Hindi language PSA
is more toughed to understand (because of technical terms in hindi). They need
mediator or translator.
•Some time PSA are failed to reached at target audience.
•In many cases it seems failure due to lack of sources.
•Some time society behavior & believe play a major role of PSA failure e.g.
child labour, women education, save girl child
•Trend of society to show modern, cool & influence of cinema help in failure of
PSA e.g Don’t Drink & Drive, No smoking

Recommendations:
In the light of the study the following recommendations can be made:
•The government should continue releasing these campaigns at regular intervals.
•Reiteration of the message through awareness campaigns is to be made frequent to
people, to be able to reach the goals in time.
•Good message with inspiring music and good celebrity who has good name among public
can use for more effectiveness.
•Quality and Visuals can better and it should not have irritating visuals.
•The video can concentrate on all media channels in prime timings.
•Can make production in the regional language where it can easily be understandable.
Avoid dubbed versions.
•Internet ads and mobile apps would be referable for this generation.
•Concept should be simple and attractive. Short and creative message can be a successful
for the upcoming by the government making public service announcements.
•By consistently displaying campaign theme and logo on the PSA, it can be concluded that
campaign materials are easily recognizable for any audience.

Purpose of PSA’s are spread awareness in society and expected social development.
Build environment is a philosophy of designing buildings to comply with the PRINCIPLES OF
SOCIAL, ECONOMIC AND ECOLOGICAL SUSTAINABILITY.
It includes the following principles:
Minimizing non-renewable resource consumption
Enhancing the natural environment
Eliminating or minimizing the use of toxic materials.
PROPOSED PSA
Based on Sustainable development & promote the importance of sustainability in our life:
PSA on RWH system for domestic use.
 This shows the necessity of Future and solution of harvesting their own water.
 This PSA having link and contact no for further information.
This PSA also show its economical feature which help to attract audience.
Recommendation for Build Environment
PRESENT
RAIN
WATER
FUTUR
DRINKING
WATER
Rain Water Harvesting for All
Low in cost & Maintenance free
Contact: www.xxxxx.com, Toll free: xxxxxxxx
Purpose:
•Water Conservation, Harvesting and Prevention of
further environmental degradation.
•The rooftop rain water harvesting is less expensive
& easy to construct, operate and maintain.
•Provides self-sufficiency to water supply and
reduces the cost for pumping of ground water.
Strategies:
•Should be used sustainability theory and practices
to motivate behavior change among target
audiences. Proposed PSA on Rain Water Harvesting

The PSA industry is based on knowledge in which creativity and the application of
knowledge are seen to be at the core. Creativity is the ability to use inputs and come up
with creative ideas.
1. Learning
Learn behavior through observing PSA:
•Learn through observing consequences of behaviors of others.
•Observe behavior of others and repeat the behavior.
•Reward consequences of behavior: Directly witnessing associated rewards
The Observational Learning Process through PSA
Attentional processes: Developing cognitive processes to pay attention to a model- more
developed processes allow for better attention
Must observe the model accurately enough to imitate behavior
Retention processes: To later imitate behavior, must remember aspects of the behavior
Retain information in 2 ways:
Imaginal internal representation: Visual image Ex: Forming a mental picture
Verbal system: Verbal description of behavior Ex: Silently rehearsing steps in behavior
Production processes: Taking imaginal and verbal representations and translating into
overt behavior- practice behaviors
Receive feedback on accuracy of behavior- how well have you imitated the modeled
behavior?
Important in mastering difficult skills Ex: Driving a car
Incentive and motivational processes: With incentives, observation more quickly
becomes action, pay more attention, retain more information
Incentive to learn influenced by anticipated reinforcements
Conclusion

Conclusion
2. Media
●The results considering the age, residential setup, education and other factors to clearly
establish which form of media is more effective in influencing the mass and why. As result
Teenager & youngsters preferred to Social media As well as TV is a prominent choice
between all age groups. On second choice educated people like Newspaper & Illiterate likes
radio.
●Social media provide the connectivity between knowledge bases to facilitate the sharing of
knowledge. Thus, it can be concluded the people have more positive attitude towards
electronic media than the print media. But the impact factor of print media may not be
totally ignored. Print media has stood up the test of time, and place and is still being
adorned by many.

public service announcement as Informal knowledge system

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