The last spot.com.mentary of 2000 provided an overview of the positive role advertising has played in the war against tobacco. In California, for example, a multi-faceted educational campaign—including high-profile TV spots—has helped to reduce smoking rates among adults and teenagers. In the process, the state has seen a 14 percent decrease in the rate of lung cancer over a nine-year span, according to the federal Centers for Disease Control.
And the latest series of anti-smoking spots in California shows considerable promise. The TV package consists of general-market commercials as well as work targeting specific ethnic minorities (SHOOT, 12/8/00, p. 7). The state’s ongoing campaign began in 1988 after voters approved Proposition 99, which raised the necessary funding by establishing a 25-cent-per-pack cigarette tax.
But the public service power of advertising extends well beyond tobacco, even at times in the absence of a well-funded media buy. A case in point was recently unveiled: a PSA promoting Virginia Avenue Park in Santa Monica. The spot—which shows kids talking about what the park means to them and the community—is hardly a shoo-in for awards-show recognition. However, it does lend recognition to the good that this industry can do with a little extra effort.
Titled "Good Time," the PSA was made by youngsters ages 14-18, who reside in the local neighborhood. They learned to develop, script, direct, produce and edit the project with the aid of industry professionals. The teens received their instruction in a video/film production class held on two consecutive Fridays. Freelance commercial director Alex Munoz teamed with Dawn Beal, director of the Virginia Avenue Park/Thelma Terry Center, and producer Nina Kleiner to conduct the class.
The :30 shows kids engaged in a variety of activities at Virginia Avenue Park—zipping along on their foot-powered scooters, skateboarding, hanging out and doing their homework together. Different youngsters share their feelings about what the park means to them. The last observation sums it up, simply describing the park as "a good place to be."
The PSA was screened at the Virginia Avenue Park community center in November. While it’s doubtful the spot will gain significant airtime, the process of creating and producing it should prove an invaluable experience for the participants. Not only did the kids learn about filmmaking, but they also discovered its colla-borative nature. They additionally came away with a good feeling inside for having promoted a place that’s an important part of their lives and their community.
Munoz is no stranger to public service advertising. His PSA which vividly depicted a drive-by gang shooting made SHOOT’s "The Best Work You May Never See" gallery in early ’99. Titled "Arturo’s Drive-By," the spot appeared on several stations and was the subject of a two-minute news piece on CNN. The ad’s graphic display of violence delivered an articulate, poignant message urging kids to stay out of gangs.
Now we fast-forward to 2001. And at the risk of sounding "Pollyanna-ish," the story of the Virginia Avenue Park PSA represents a great way to start off the new year—just as the anti-tobacco work offered an upbeat note on which to end 2000. Both serve to demonstrate the power of advertising to do more than move product. We have the privilege of being part of a business that can make an important, progressive difference—in local communities as well as for society at large. Happy New Year!
