A Moment I'll Never Forget: The Power of PSAs

Summary

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.

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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.

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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.

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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.

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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.

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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.

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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.

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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.

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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.

Transcript

[Terry O'Reilly]

Hi there. Sydney O'Reilly here. We regret to inform you that the Rejection Podcast is back for its sixth season and Terry and I have some fun episodes to share with you. This year we'll be telling the stories of Yellowstone, Josh Allen, Bill Hader, Monty Python, Billie Holiday, and Canada's own Alanis Morissette. It's jagged little rejections this year on we regret to inform you. Hope you'll join us.

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[Narrator]

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[Terry O'Reilly]

Start the car.

[Narrator]

Mamma mia. That's a spicy meatball. Guadalupe doesn't conquer.

[Ryan Reynolds]

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[Terry O'Reilly]

What a relief. You're under the influence with Terry O'Reilly.

[Narrator]

Back in the 1950s, the polio epidemic spread across the world. Scientists hoped a vaccine would eliminate the dreaded disease. In 1954, the New York City health department launched a massive publicity campaign to promote polio vaccinations. The vaccination had been developed by Jonas Salk. Over 900,000 New Yorkers got vaccinated, and the number of new polio cases in the city fell to almost zero. But then something happened. Columnist and media personality Walter Winchell threw cold water on the initiative, saying the vaccine might, in fact, cause deaths. His influence stoked fear among teenagers who were at the highest risk of contracting polio. So they stopped getting vaccinated. Immunization levels among teens dropped to an abysmal 0.6%, and polio was paralyzing an average of 35,000 kids annually. The medical community needed a way to reach those teenagers, so they turned to someone who had incredible sway over that demographic. Elvis Presley's career had skyrocketed after his historic appearance on the Ed Sullivan Show.

[Terry O'Reilly]

Now, ladies and gentlemen.

[Narrator]

Yes, that's right.

[Ryan Reynolds]

Elvis Presley.

[Narrator]

In 1956, Heartbreak Hotel had reached number one on the charts. And Love Me Tender, his debut film, would be released that November. So on September 9, 1956, before the Ed Sullivan show started, Presley smiled, rolled up his sleeves in front of the press and and Sullivan himself and let a doctor and nurse give him a polio shot in his arm. Elvis publicized the moment by sending photos of his inoculation out across the nation. He also recorded a message. This is Elvis Presley. I ask you to listen. Remember me now. That's the voice of thousands who know the fight against polio is just as tough as it ever was. Some of them are paralyzed so that they can't even move a finger. Others can't do the simplest, everyday things.

[Terry O'Reilly]

That we take so much for granted.

[Narrator]

Teens all across Canada and the United States followed in Elvis's footsteps and got the polio shot. As a matter of fact, vaccination rates among youth soared to 80% just six months later. That was Elvis superpower. He was admired by the hardest to reach population teenagers. Seeing him get vaccinated was far more powerful than any statistic, political speech or somber commercial. In many ways, that photo of Elvis was one of the most effective public service messages of all time. Public service announcements play a big role in the world of marketing. While the advertising industry spends its days promoting products for consumption, it also produces incredibly powerful public service messages around the world. You might be surprised to know that advertising agencies produce thousands of public service announcements each year. And the creativity is astounding.

[Advertising Professional]

You're under the influence.

[Narrator]

A public service announcement has to compete not just with other PSAs but with everything else out there. It has to fight for attention the same way a Ford or McDonald's commercial has to. But a PSA usually has to step into that ring with an iota of the budget. That's why the creative ideas have to be especially powerful. In the last few years, more and more books have been banned worldwide. It's a troubling trend. A recent list shows that over 1500 books have been yanked from North American shelves already. And in some cases those books have even been burned.

[Terry O'Reilly]

So let's talk about this new book banning craze.

[Narrator]

Some of the nation's most famous and critically acclaimed books have been banned.

[Advertising Professional]

We have the banning of books and.

[Verizon Representative]

Even a threat to burn some of their burning books.

[Narrator]

Absolutely awful.

[Advertising Professional]

Next level.

[Narrator]

One of the most banned books has been Margaret Atwood's the Handmaid's Tale. It's a story about misogyny and oppression and has been banned in schools, libraries and even in entire countries such as Spain and Portugal. So Canadian advertising agency Rethink decided to work with Atwood to create a very special copy of her novel. They called it the Unburnable Book. It was printed on fire resistant paper bound with a flame retardant cover. Then they gave Margaret Atwood a flamethrower and filmed her blasting the book with fire. But it was unburnable. The point was clear. Powerful words can never be extinguished. But it didn't end there. The Unburnable Book was then put up for auction at Sotheby's. The pre auction estimate was that it would sell for between 50,000 and $100,000. When the auction gavel finally fell, the Unburnable Book edition of the Handmaid's tale sold for $130,000 U.S. all proceeds from the sale went to the non profit organization penn, which stands for Poets, Essayists and Novelists to fight Book Banning and to Protect stories and ideas from those who want to banish them. Rethink also developed an interesting drinking and driving campaign. The message was created for the Ontario based nonprofit Arrive Alive, Drive Sober. Rethink recruited three top voiceover actors and brought them into a studio. Three different commercials were produced. In each ad, the actors were asked to record the commercials while drunk. But here's the interesting thing. When they recorded those commercials legally drunk, they sound completely sober. And that was the message. Just because you sound sober doesn't mean you are.

[Terry O'Reilly]

You might think an impaired driver is someone so stumbling drunk they slur their words. The truth is, a ton of drinking and driving collisions are caused by people who sound just like me. Before recording this, I drank four glasses of red wine and now I'm over the limit. Do I sound sober? Check it out. She sells seashells by the seashore. Peter Piper picked a peck of pickled peppers. Or how about this classic brain scrambler? I'm totally fine to drive men. Trust me.

[Narrator]

Arrive alive.

[Advertising Professional]

Drive sober.

[Narrator]

Visit arrivalive.org in another ad, an actor chugs four beers in a row and the third actor does multiple shots of tequila.

[Actor]

That was my third shot of tequila. How do I sound? Here goes the fourth. Do I sound drunk? I'm not slurring my words. Fact is, a lot of impaired drivers convince themselves they're sober because they sound okay. But I'm way over the limit no matter how sober I can act. So I'm cabbing at home. From the studio, here's a toast. Here's to making it home without crashing into a tree.

[Advertising Professional]

Cheers. Arrive Alive. Drive sober.

[Narrator]

Visit arrivalive.org it was a sobering thing to hear because a lot of people convince themselves and others that just because they aren't slurring their words, they are okay to drive. The campaign was launched in June, just before the summer season when most drinking and driving situations occur. At the end of the video, Rethink made of the actors recording the commercials, which you can find on YouTube by searching drunk radio. All three actors got into cabs to go home with one parting message. Just because you sound okay to drive.

[Terry O'Reilly]

Doesn'T mean you are.

[Actor]

Drive sober. Arrive Alive.

[Narrator]

On the subject of impaired driving, Canadian advertising agency LG2 came up with a smart, simple idea. They created special drink coasters. They were called safety coasters and were distributed in bars across Quebec. These special coasters were chip enabled and doubled as a bus pass, so if someone was drinking over the limit, they could take the drink coaster when they left the bar, then tap it to receive one free transit fare for a safe and uneventful journey home. The coasters were supported by videos that also ran on screens in bars. Such a simple idea utilizing drink coasters placed in the very locations where people drink. Which proves my mantra that everything, no matter how small, is a creative opportunity. An advertising agency in Berlin, Germany, teamed up with an independent brewery to create something unusual. They produced the most illegal beer in the world. The beer broke laws in 50 countries for one simple reason. It was brewed by women. The independent craft beer brand Mushy Craft, which means Pussy Power in English, launched an ale that intentionally breaks laws in multiple countries where women are not allowed to do the same things men can do. The advertising agency created a video that featured real women from Russia, Uruguay, Italy, Sri Lanka, Madagascar and other countries and explained which law each woman broke.

[Terry O'Reilly]

Like women worked in the brewery with yeast.

[Narrator]

Illegal in Sri Lanka. Women produced alcohol illegal in Lebanon.

[Terry O'Reilly]

Women cleaned and repaired running machinery.

[Narrator]

Illegal in Uruguay and eight more countries.

[Terry O'Reilly]

Oh, by the way, this woman broke three laws from different countries just by using cosmetics and wearing tight jeans that are low cut at the same time.

[Narrator]

Illegal in the city of Morrisville, usa as well as North Korea and Castellammare di Stabbia, Italy.

[Terry O'Reilly]

Women worked night shifts for the beer.

[Narrator]

Illegal in Nigeria and 30 more countries.

[Terry O'Reilly]

And also pulled hair trucks. Women lifted heavy beers and women drove.

[Narrator]

Trucks illegal in Madagascar, Russia and 22 other countries. Sales of the most illegal beer in the world raised money to support Women for Women, a global organization that fights for gender equality. Lately, white supremacist groups have been using Nazi codes to bypass bans and spread their racist ideology. They print these codes on T shirts and other merchandise. For example, instead of saying Hitler, the T shirt would be abbreviated to htlr. Revenue from this merchandise is the main source of income for these groups. So an advertising agency in Hamburg, Germany teamed up with an NGO called Noise Against Nazis. Using trademark law, they secured the rights to the best selling Nazi codes. Because they were now the rightful owners of the codes, they brought lawsuits against the supremacist groups, had the merchandise destroyed, and claimed compensation for each item sold. The simple idea turns Nazis into funders against Nazi messages. When we come back, ghosts call for gun reform.

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[Terry O'Reilly]

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[Narrator]

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[Narrator]

Last February, congresspeople in the United States heard from certain teenagers advocating for the end of gun violence. The calls were unusual because the teenagers making the calls were dead. Advertising agency Mullen Lowe teamed up with a non profit gun reform organization called March for Our Lives. They created what they called a shotline that acts as both a platform for sharing stories of victims and a mechanism for streamlining calls to policymakers. The group used AI to recreate the actual voices of teenagers who were killed in mass shootings at their high schools.

[Advertising Professional]

Hello, I'm Joaquin. I was murdered at school by a shooter with an AR15 assault rifle. My voice has been recreated using powerful AI technology along with the voices of others who have lost their lives to gun violence. Because our stories need to be heard and who better to tell them than us?

[Terry O'Reilly]

But we can't do this alone. So we created the shotline, a website where anyone can go and have our voices call their representatives.

[Advertising Professional]

We need you to help send these.

[Narrator]

Calls so that we will be heard.

[Actor]

And we can demand change.

[Terry O'Reilly]

Go to theshotline.org to find your representative.

[Narrator]

And trigger a call they can't ignore.

[Advertising Professional]

Together, we will all call for an end to gun violence.

[Narrator]

The recordings were consensual, deep fakes permitted by the families of the victims to apply pressure on American policymakers. Visitors to the platform's site can listen to the reconstructed voices relating how they were killed, as well as why. Congresspeople who are unwilling to reform gun violence carry some of the blame. An option to send the recordings as a phone call to one's local members of Congress is provided. The shotline was launched on the sixth anniversary of the Parkland shooting. Over the past eight years, domestic violence in South Korea has increased by 718%, but only 2% are reported to police. The reason so few are reported is because the victims are often unable to speak, as they are in the same space as their abuser. So how can the police help a victim who cannot talk? An advertising agency called Chail Worldwide collaborated with the Korean National Police Agency to come up with an effective solution. Inspired by Morse code, the campaign was called Knock Knock. When people needed help but could not speak, they dialed emergency number 112 on their cell phone. Then all they had to do was tap any number twice without saying anything. The police hear the knock knock and are instantly notified. The caller is sent a silent link to verify the call. That link allows police to see what's happening through the caller's phone camera. It also allows police to track the caller's location. Then the connection enables a secret chat window that is camouflaged to look like a typical Google search page, allowing police to assess the situation in real time and take immediate action. This new type of emergency call was introduced to over 4800 police call operators nationwide. The public was made aware of the new service through unusual channels like beauty websites, hair and nail salons, and other locations frequented by women. Almost immediately after the launch, police received 5,749 silent calls for help. Knock Knock was so successful it became an official emergency call in South Korea. Peru ranks among the top places in the world for ultraviolet radiation and skin cancer has been increasing to alarming levels. So to make people aware and to remind people to protect themselves from the sun's harmful rays, advertising agency Lima McCann teamed up with the League Against Cancer and came up with a bold idea. In the summer season, about 1.6 million vehicles drive Lima's busiest coastal highway, taking millions more people to various Peruvian beaches. That highway is dotted with billboards from all kinds of different advertisers and that was the opportunity. The advertising agency approached those advertisers and asked if they could slightly alter their billboards. If the billboard showed a human face, the ad agency wanted to paint white stripes of sunblock on the cheeks and noses of those faces. No other part of the billboard would be altered. You can only imagine what an ask that is. And we're talking big brands here like Ford, Coca Cola, Huggies, Diners Club and the largest private sector bank in Lima. Remarkably, all the brands agreed to participate. The result was kilometers of billboards all along the coastal highway, all with different messages from all different brands. And all the faces on those billboards had sunblock on them. So if you were driving to the beach in Peru, you had no excuse to forget the sunblock. When we come back, a public service message I'll never forget.

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[Narrator]

No way.

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[Terry O'Reilly]

That's really smart.

[Advertising Professional]

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[Narrator]

Holy smokes, that's fast.

[Advertising Professional]

But not as fast as my service game. Hey, who's ready to get pickled.

[Terry O'Reilly]

Get started with Noom GLP1 today. Not all customers will medically qualify for prescription medications. Compounded medications are not reviewed by the FDA for safety, efficacy or quality.

[Narrator]

A few years ago, I attended the annual Advertising and Design Club of Canada Awards. It's one of the most respected advertising award shows in the country and is attended by all the top advertising people in the business. As the awards were announced, the winners would get up on stage, accept their trophy and say a few words. Then the last award of the night was given out. The winner walked up to the stage. He was a little rough looking. Then this happened.

[Actor]

Thanks. I'd like to thank the judges. This was a real labor of love and it actually came at a really difficult time in my life. My father passed away recently and it's been a tough couple of months trying to deal with that and it's put a lot of things into perspective for me. It's made me realize that I haven't seen my family as much as I should and I haven't seen a lot of people as much as I should.

[Narrator]

People in the audience were starting to get uncomfortable and I'm sure a lot.

[Actor]

Of you out there understand that feeling. The anxiety and the depression. It creeps up on you and after a while you're not seeing the light at the end of the tunnel anymore and you start to feel like you're not going to be yourself ever again. But you can't remember what that felt like in the first place, so it doesn't really matter. And then pretty soon, nothing matters.

[Narrator]

I remember at that moment, my daughter, who was sitting beside me, suddenly grabbed my arm. It felt like this wasn't going to end well.

[Actor]

I should have done it sooner because how long can you go on pretending everything's okay? I called nab.

[Narrator]

NABS is the National Advertising Benevolence Society and it's a charity that believes no member of the Canadian media, marketing or advertising community should ever be left behind. NABS is a safe haven when people need support or financial assistance due to health reasons, mental health issues, or just plain stress. When the person on the stage said he had called NABS for help, the NAB support hotline number appeared on the screen behind him. That's when the audience, me included, realized what this was.

[Terry O'Reilly]

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.

[Narrator]

Yes, it was a stunt, but I would argue a meaningful one. The Executive director of nabs, Jay Bertram, said they wanted to find a disruptive, impactful way to get their message across. The challenge was how do you advertise to advertising people who've seen it all? Bertram said that while the speech was fake, the problems discussed by the actor were not. It was a way to say that people may appear to be doing well, but behind the scenes they could be suffering. And an advertising awards show was the perfect setting to deliver that message to the highest achieving people in one of the most pressure filled industries. The idea was created for NABS by the Cosette Advertising Agency and was filmed as a commercial. It was a risk, but a calculated risk and I can tell you one thing, I've never forgotten it. I've always said that a public service announcement has to work twice as hard as a regular commercial. They rarely have the media weight behind them and it's easy to get lost in the clutter. Yet when advertising agencies apply their creativity to the task, the results are often brilliant. The goal is usually to raise awareness and generate donations. That's a tough ask as people suffer from PSA burnout. That's why the creative idea has to be especially powerful, like watching Margaret Atwood try to burn her famous book, proving the point that important words cannot be extinguished. Hearing the voices of teenagers who were robbed of their lives through gun violence makes the hair on your arms stand up. Some ideas save lives directly, as the beer coaster idea probably did. Someone somewhere got home safely and sitting in an audience and hearing someone on stage say they are hanging on by their fingertips can be an emotional and searing experience. It's very difficult to move somebody to take action at the best of times, even when you have millions of dollars to spend. And when you don't have millions to spend, the quality of the idea has to do all the heavy lifting. When youn're under the influence I'm Terry O'Reilly. This episode was recorded in the Tear Stream Mobile Recording studio producer Debbie O'Reilly chief sound engineer Jeff Devine under the Influence Themed by Casey Pick, Jeremiah Pick and James Ayton. Tunes provided by APM Music. Follow me at Terry oinfluence this podcast is powered by acast. Hey, did you know you can now listen to our podcasts on YouTube. Just search apostrophe Podcast Network. See you next week.

[Ryan Reynolds]

Fun Fact Hi, this is Michael Thompson from Lethbridge, Alberta. Public service announcements are created pro bono for no charge by advertising agencies, music composers, production companies and actors.

[Narrator]

The media.

[Ryan Reynolds]

Time and space is also donated free.

[Advertising Professional]

Hold that serve. There's no time for pickleball. Because you're going to want to hear this. Noom now has GLP ones.

[Narrator]

No way.

[Advertising Professional]

Oh, yes. Wayfred Psychology and meds. That's how Noom helps you lose the weight and keep it off.

[Terry O'Reilly]

That's really smart.

[Advertising Professional]

Oh, Danny. It's NOOM smart. And they start at just 149 bucks and they're shipped to your door in seven days.

[Narrator]

Holy smokes, that's fast.

[Advertising Professional]

But not as fast as my service game. Hey, who's ready to get pickled?

[Terry O'Reilly]

Get started with Noom GLP1. Today. Not all customers will medically qualify for prescription medications. Compounded medications are not reviewed by the FDA for safety, efficacy or quality. Every idea starts with a problem. Warby Parker's was simple. Glasses are too expensive. So they set out to change that. By designing glasses in house and selling directly to customers, they're able to offer prescription eyewear that's expertly crafted and unexpectedly affordable. Warby Parker glasses are made from premium materials like impact resistant polycarbonate and custom acetate. And they start at just $95, including prescription lenses. Get glasses made from the good stuff. Stop by a Warby Parker store near you.

[Narrator]

This episode is brought to you by Progressive Insurance.

[Advertising Professional]

Do you ever think about switching insurance companies to see if you could save some cash? Progressive makes it easy to see if you could save when you bundle your home and auto policies. Try [e-mail] Progressive Casualty Insurance Company and affiliates. Potential savings will vary. Not available in all states.

[Verizon Representative]

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[Terry O'Reilly]

In the Pacific Northwest, it's never too cold for an iced coffee in the morning. Grab yourself a medium caramel, French vanilla or classic iced coffee for just $2.29. Warning. Beverage may cause craving for McMuffin or hash browns. Prices and participation may vary. Cannot be combined with any other offer or combo meal.