Adapt and Customize Radio Public Service Announcement

Adapting “Learn the Signs. Act Early.” public service announcement (PSA) materials for radio, customized with state-specific information to reach parents of young children.

Example

• Alaska Department of Health adapted a print PSA into radio (voice) format, customizing it with the Department of Health website and mentioning a mailing that Alaska parents were to receive with information about milestones. They contracted with the Alaska Broadcast Association to help broadcast the PSA to parents statewide.

Evidence

• Prior to creating the PSA, focus groups were conducted with parents in Alaska, who said they preferred to receive health information through local radio. The PSA aired 10,732 times on stations affiliated with the Alaska Broadcast Association during a year-long implementation of the “Learn the Signs. Act Early.” campaign in Alaska.