Case Study:
National English & Spanish Broadcast Campaign

Overview & Strategy

National English & Spanish television and radio PSAs generated broad national awareness to reach a mass audience over the course of 12 months. Given this important issue impacts all communities it was critical to raise as much awareness nationwide as possible.

Tactics & Results

Combined English & Spanish PSA Results

  • 91,000+ airings
  • 309+ million impressions
  • $11.5+ million in donated media value

Key Highlights:

  • National English-language TV PSA coverage on Fox News Channel and Fox Business Network
  • 74% of English TV airings occurred during “waking hours” with 5% in Prime Time
  • National English-language TV and radio PSA coverage in top mainstream and Hispanic media markets including New York, Los Angeles, Chicago, Philadelphia, Dallas, Washington, DC, San Francisco, Boston and others
  • National Spanish-language TV PSA airings networks such as Mexicanal as well as on Univision and Telemundo affiliates across the country
  • 80% of the airings occurred during “waking hours” with 6% in Prime Time
  • Spanish-language TV and radio coverage included areas with large Hispanic communications such as California, Texas, Florida and Arizona
  • Client

    A government agency focused on U.S. security

  • Message

    Drive public awareness about indicators of terrorism and the importance of reporting suspicious activity

  • Audience

    All Americans including ethnic communities