Wednesday, March 22, 2006

Re-powering the public interest

As the media environment evolves and viewing habits are changing, public service advertising campaigns face critical challenges to stay relevant and effective.

To help understand the changes, the Kaiser Family Foundation hosted a forum featuring Joseph Jaffe, author of Life After the 30-Second Spot: Energize Your Brand with a Bold Mix of Alternatives to Traditional Advertising, to explore how new media such as mobile marketing, viral campaigns, adver-gaming, and others can be incorporated into public education advertising.

Vicky Rideout, who directs Kaiser’s Program for the Study of Entertainment Media and Health, moderated the panel discussion that included Mr. Jaffe; Barbara Shimaitis, Sr. VP, Interactive Services, Advertising Council; and Kristi Rowe, Director of Content Development, Partnership for a Drug-Free America.

Kaiser will also prepare case studies on public education campaigns that use new media to help illustrate ways to incorporate new strategies into ongoing or new efforts.

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