A few weeks ago, the Korea Broadcast Advertising Corporation (KOBACO) hosted an International Public Service Advertising Festival celebrating its 30 years of addressing social issues in South Korea.
The festival was a success and much was learned on all sides. Particularly of interest was the fact that historically the Asian ACs and KOBACO only produce the PSA (TV or print) and distribute it to the media. The PSAs are not part of a comprehensive longer lasting campaign and don’t include any fulfillment or generally tracking data around attitude or behavior changes. As part of the discussions, KOBACO expressed a desire to grow its PSA reach with additional PSA media elements and learnings through impact data.
A few other interesting points that came up during the conference:
- Japan AC noted that during the period following the devastating earthquake this last year, Japanese advertisers pulled their ads off the air. They did not want to be seen as trying to advertise during a time of crisis. This left a great opening for the Japan AC PSAs to run and they saw a dramatic increase in support.
- Taiwan AC is heavily focusing its efforts around global warming issues (especially the beef/cattle industry – due to its methane production) – and obviously as an island territory it is extremely concerned with the raising oceans levels.
The trip was a true learning experience, and I was honored to be asked to participate. Thanks, KOBACO!