CSA TV & Print Campaign "Expect a Call!"

Expect A Call!

As part of our ongoing commitment to generate awareness about the National Relay Service (NRS) to the wider community, two x 30 second Community Service Announcement (CSA) television advertisements (open and closed captioned) have just been completed.

They will be aired on TV Networks across Australia starting Sunday 8th June 2003.

The Challenge

Communicating the message about the NRS within a 30 second time frame to an audience who are not familiar with the service is no easy task. A number of concepts were explored (including taking suggestions raised by our consumers, staff and Board of Directors at ACE) before deciding on what some may consider a slightly radical way of communicating the message. Of interest, it has been proven that a television advertisement that includes a mix of humour and surprise often assists in enhancing the message being delivered.

The Concept

The concept developed intends to draw on people's natural curiosity by presenting an interesting scenario - a scenario that may have people asking, "What is this about?". Once the concept has their curiosity the key message is subsequently delivered.

Each CSA has a theme, namely business, and social. The business scene is set in a building lift and the social scene is set at a wedding reception. We have utilised a "NRS Campaigner" - a person (and quite a character!) who is extremely passionate about the NRS and wishes to positively spread the word. The NRS Campaigner will always grab an opportunity to let people know to "Expect a Call!"

Another Challenge

Unlike paid advertisements, placing CSA's on television is a bit like a lottery. Dependent on timeframes, TV networks decide where and when the CSA will appear. We do, however expect that the CSA will continue to be aired for the next 12-18 months.

If you know anyone who works in the television industry and could perhaps assist in placing our CSA on their network, please let us know.

National Print Advertising Campaign

A print advertisement aims to pivot off the success of the CSA. We have launched the Advertisement to run in parallel with the Community Service Announcement TV campaign.

The print campaign can be seen in the following publications.

(Click thumbnail to see full-size photo)
Download NRS Print Advertisement (PDF/ 752kb)

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