Public Service Radio: Development and Evaluation of a Campaign

Abstract

An eight week public service radio campaign dealing with drugs and alcohol was distributed throughout Ontario, Canada. Evaluation indicated acceptance and exposure by the majority of (118) radio stations. Average exposure was 13 airings per week, with no apparent bias in favor of non-prime time periods. Interviews with staff from 17 stations identified factors influencing decisions concerning public service spots, and led to guidelines for their production and distribution.