Under the Influence with Terry O'Reilly

Episode: A Moment I'll Never Forget: The Power of PSAs
Release Date: April 26, 2025
Host/Author: Apostrophe Podcast Network
Description: Under the Influence offers listeners an exclusive glimpse into the ad industry's inner workings. Hosted by Terry O’Reilly, the podcast intertwines pop culture, marketing, and human behavior through captivating and humorous narratives.

Introduction to the Episode

The episode delves deep into the impactful world of Public Service Announcements (PSAs), illustrating their significance through historical and contemporary examples. Terry O'Reilly emphasizes the creativity and effectiveness required to make PSAs resonate amidst fierce competition and limited budgets.

Elvis Presley’s Campaign Against Polio ([03:21] - [05:50])

Narrator:
Back in the 1950s, during the polio epidemic, scientists developed a vaccine to combat the disease. The New York City health department initiated a massive campaign promoting polio vaccinations, successfully vaccinating over 900,000 New Yorkers and reducing polio cases significantly.

However, columnist Walter Winchell undermined the campaign by suggesting the vaccine might be harmful, leading to a drastic drop in teenage immunization rates to a mere 0.6%, resulting in approximately 35,000 annual polio-induced paralyzations among children.

Terry O'Reilly ([05:46]):
"That we take so much for granted."

To counteract the declining vaccination rates, the medical community enlisted Elvis Presley’s influence. In a pivotal moment on September 9, 1956, Elvis publicly received a polio vaccine on live television, complete with photos and a heartfelt message urging teenagers to get vaccinated. This strategic move skyrocketed youth vaccination rates to 80% within six months.

Notable Quote: Elvis Presley ([04:53] - [05:46]):
"I ask you to listen. Remember me now... Some of them are paralyzed so that they can't even move a finger."

Timestamp: [04:53] - [05:46]

Impact: Elvis’s endorsement showcased the unparalleled power of celebrity influence in public health campaigns, demonstrating that relatable and admired figures could effectively shift public behavior more than traditional methods.

Combating Book Banning with Creativity ([07:07] - [15:12])

Narrator:
The episode transitions to the alarming rise in book banning, with over 1,500 books removed from North American shelves, some even being burned. Among the targeted works was Margaret Atwood's The Handmaid's Tale, banned in various regions for its themes of misogyny and oppression.

Rethink Advertising Agency's Response:
Collaborating with Atwood, Rethink introduced the "Unburnable Book" edition of The Handmaid's Tale. Printed on fire-resistant paper with a flame-retardant cover, this edition was then subjected to flamethrower testing and featured in a compelling video where Atwood successfully demonstrated its resilience.

Notable Quote: Advertising Professional ([07:07]):
"You're under the influence."

Timestamp: [07:07]

Narrator:
The Unburnable Book was auctioned at Sotheby's, surpassing expectations by selling for $130,000 USD. Proceeds were donated to PEN, an organization fighting book banning. Additionally, Rethink launched a drinking and driving campaign for Arrive Alive, Drive Sober, featuring voiceovers recorded while intoxicated but sounding sober, effectively conveying that appearance can be deceiving.

Notable Quote: Terry O'Reilly ([10:36] - [12:19]):
"You might think an impaired driver is someone so stumbling drunk they slur their words... Just because you sound okay to drive doesn't mean you are."

Timestamp: [10:36] - [12:19]

Impact: These campaigns highlight the innovative approaches advertising agencies employ to tackle serious societal issues, demonstrating that creativity can amplify the message and drive meaningful change.

Innovative PSA Campaigns Around the World ([15:04] - [24:51])

Narrator:
The discussion moves to various global PSA initiatives:

1. Illegal Beer Campaign by Mushy Craft ([14:26] - [15:12]):
   An independent brewery in Berlin collaborated with an advertising agency to produce "the most illegal beer in the world," brewed by women in countries where they face restrictions. The campaign used powerful visuals and storytelling to support gender equality through sales proceeds benefiting the Women for Women organization.

2. Combating White Supremacy with Legal Action ([15:12] - [16:42]):
   Hamburg's advertising agency partnered with Noise Against Nazis to legally seize and destroy Nazi-coded merchandise, effectively turning the mobs’ own strategies against them by becoming patent holders of the harmful codes and litigating against hate groups.

3. Gun Reform Through AI-Driven Voices ([18:24] - [19:57]):
   Collaborating with March for Our Lives, Mullen Lowe created the "shotline," a platform using AI to recreate the voices of teenagers murdered in school shootings. These voices advocate for gun reform, urging listeners to call their representatives with personalized messages.

4. Emergency Assistance for Domestic Violence in South Korea ([19:57] - [22:19]):
   Chail Worldwide and the Korean National Police Agency introduced “Knock Knock,” a silent emergency call system inspired by Morse code. Users can discreetly signal for help by tapping their phone, enabling real-time assistance through a secret chat interface and live camera feed.

5. Sun Protection Awareness in Peru ([22:19] - [24:51]):
   Lima McCann partnered with the League Against Cancer to modify existing billboards along Lima’s coastal highway by adding sunblock markings on human faces. This subtle yet pervasive reminder encouraged drivers to protect themselves from the sun, leveraging existing advertising spaces effectively.

Impact: These international examples underscore the versatility and global reach of PSAs, showcasing how tailored creative strategies can address diverse societal challenges across different cultures and environments.

The NABS Emotional PSA Stunt ([26:33] - [29:13])

Narrator:
At the Advertising and Design Club of Canada Awards, a poignant PSA was presented by the National Advertising Benevolence Society (NABS). During the final award presentation, an actor delivered a heartfelt monologue about struggling with mental health, ultimately revealing that it was a staged act to highlight that many in high-pressure industries may be silently suffering.

Notable Quote: Terry O'Reilly ([28:06] - [28:56]):
"NABS would like to sincerely thank you all for being part of their ad. They're a great organization and they are the only charity dedicated to supporting people within the business. Let's support what they do and donate as they need. Our help just as much as we need theirs."

Timestamp: [28:56] - [29:13]

Impact: This innovative approach not only captured the audience’s attention but also effectively communicated the message of mental health support within the advertising community. It emphasized the importance of authentic and emotionally charged PSAs in fostering awareness and encouraging action.

Conclusion: The Essence of Powerful PSAs ([29:13] - [33:30])

Narrator:
Terry O'Reilly reflects on the episode, reiterating that successful PSAs require exceptional creativity to overcome budget constraints and competition for attention. He cites various campaigns discussed, emphasizing their profound impact:

• Margaret Atwood’s Unburnable Book: Demonstrated resilience of important messages against censorship.
• Knock Knock in South Korea: Provided a life-saving tool for domestic violence victims.
• NABS PSA Stunt: Raised awareness about mental health issues in the advertising industry.

O'Reilly underscores that effective PSAs often necessitate groundbreaking ideas that can inspire, mobilize, and effect tangible change, despite the inherent challenges of the medium.

Notable Quote: Terry O'Reilly ([33:18] - [33:30]):
"Every idea starts with a problem... They are expertly crafted and unexpectedly affordable."

Timestamp: [33:18] - [33:30]

Final Thoughts: The episode concludes by celebrating the ingenuity and dedication of advertising professionals who harness their skills for the greater good, reinforcing the pivotal role of PSAs in shaping societal norms and behaviors.

Key Takeaways

• Celebrity Influence: Leveraging admired figures like Elvis Presley can significantly enhance the effectiveness of public health campaigns.
• Creative Strategy: Innovative approaches, such as altering existing billboards or using AI-driven voices, can make PSAs more impactful and memorable.
• Global Reach: PSAs must be tailored to address the unique cultural and societal challenges of different regions, demonstrating versatility in messaging.
• Emotional Resonance: Authentic and emotionally charged messages can deeply connect with audiences, driving awareness and action.
• Collaborative Efforts: Partnerships between advertising agencies, non-profits, and other organizations amplify the reach and effectiveness of PSAs.

Notable Quotes with Timestamps

• Terry O'Reilly ([05:46] - [05:50]):
  "That we take so much for granted."

• Elvis Presley ([04:53] - [05:46]):
  "I ask you to listen. Remember me now... Some of them are paralyzed so that they can't even move a finger."

• Advertising Professional ([07:07]):
  "You're under the influence."

• Terry O'Reilly ([10:36] - [12:19]):
  "You might think an impaired driver is someone so stumbling drunk they slur their words... Just because you sound okay to drive doesn't mean you are."

• Terry O'Reilly ([28:56] - [29:13]):
  "NABS would like to sincerely thank you all for being part of their ad. They're a great organization and they are the only charity dedicated to supporting people within the business. Let's support what they do and donate as they need. Our help just as much as we need theirs."

• Terry O'Reilly ([33:18] - [33:30]):
  "Every idea starts with a problem... They are expertly crafted and unexpectedly affordable."

Conclusion

A Moment I'll Never Forget: The Power of PSAs masterfully showcases how strategic creativity in public service announcements can drive significant societal change. Through historical anecdotes and modern campaigns, Terry O'Reilly elucidates the profound impact PSAs have when executed with ingenuity and emotional depth. This episode serves as a testament to the advertising industry's potential to influence and improve public behavior and policies beyond commercial endeavors.