SIDS Program Manual SIDS & Infant Death Program Manual and Trainer's Guide Trainer's Guide

Public Relations & the Media

Public Service Announcements

Public service advertising is commonly defined as “advertising that serves the public interest.” The majority of PSAs run as a community service at no charge by the media. The objectives of these ads are education and awareness of significant social issues in an effort to change the public’s attitudes and behaviors and stimulate positive social change. PSAs encompass all ads running in donated ad time and space and some PSAs running in purchased time and space. Some nonprofit organizations and government agencies, such as the Office of National Drug Control Policy and the CDC, have begun purchasing media time and space for some of their PSAs, in addition to relying on donated media, in order to have more control over placement and scheduling.5

Sample Radio PSAs

Try to record voice PSAs with the State/local health commissioner, local celebrity, local radio personality, television reporter, governor, mayor, councilperson or local sports figure. This text can also be used for video PSAs. PSA examples are from NICHD’s Back to Sleep Resource Kit - African American Outreach, which can be found at www.nichd.nih. gov/sids/Resource_kit.htm.

:30-Second Radio PSA. Did you know that the safest way for babies to sleep is on their backs? This small change in the way you care for your baby is the best protection against Sudden Infant Death Syndrome—SIDS, sometimes called “crib death.” African American babies are two times more likely to die of SIDS as White babies. Remember, back sleeping is safest. To find out more about SIDS, call 800-505-CRIB. That’s 800-505-2742. A public service of this station and the [insert name of your organization].

:15-Second Radio PSA. Help protect African American babies from Sudden Infant Death Syndrome—SIDS, sometimes called “crib death.” All babies should sleep on their backs. To learn more about SIDS, call 800-505-CRIB. A public service of this station and the [insert name of your organization].

:30-Second Radio PSA. Placing babies to sleep on their backs is the most important thing you can do to reduce the chance that your baby will die from SIDS—Sudden Infant Death Syndrome, sometimes called “crib death.” Nearly 3,000 babies die from SIDS each year. African American babies are two times more likely to die of SIDS as White babies. Remember, back sleeping is safest. To find out more about SIDS, call 800-505-CRIB. That’s 800-505-2742. A public service of this station and the [insert name of your organization].

:15-Second Radio PSA. Reduce the risk of SIDS—Sudden Infant Death Syndrome, sometimes called “crib death,” by placing babies on their backs to sleep. To learn more about SIDS, call 800-505-CRIB. A public service of this station and the [insert name of your organization].

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