The PSA is a great solution for a non-profit client with a mass media message but no money to disseminate it. However, it's one thing to create a PSA; getting it aired is an entirely different matter. Television stations are constantly deluged with PSA requests, and usually relegate them to ineffective timeslots.

To combat this problem, DDB Seattle employed two unique strategies. First, we created a disarmingly humorous television spot that ran counter to the serious nature of most other PSA's. Second, the PSA was distributed on CD in a specially-designed brochure meant to entice and encourage station managers across the country to review and ultimately play the spot at appropriate times.