In today’s fragmented media landscape, it is more important than ever to make sure your message stands out in the crowd.
This truth holds for any person or organization that wants to communicate with an audience, whether it be television news, a business with a product to sell or an organization for a cause.
Today, I came across a public service announcement for the Clean Air Campaign. The organization seeks to improve Atlanta’s air quality by encouraging people to consider alternative modes of commuting, such as carpooling.
The Clean Air Campaign could have spent thousands of dollars commissioning a marketing firm to craft the “perfect” campaign, complete with fancy video production and a complementary print component. For their investment, they probably would have gotten a campaign that mirrored many other contemporary ad campaigns and lacked originality.
Instead, the Clean Air Campaign was astute enough to notice that it had the makings of a great campaign within its own organization.
Clean Air Campaign carpooler Vince Roseborough wrote the lyrics to a rap song all about the experience of carpooling.
Apparently it was amusing to his fellow carpoolers and the rap spread. The Clean Air Campaign put Vince’s lyrics to music and shot a quick video, then released the PSA on YouTube.
The video is original, fun, on message and most importantly, memorable.
Who produced this video? It’s awesome
This video was produced by Jonathan Greenhill, 404.822.4185 or Jonathan@BroadcastAtlanta.com
The Lyrics, Music, and vocals were all produced by carpooler Vince Roseborough and was recorded at Vinjay Productions 770-982-5372 or 404-587-0972
vinjaysound@yahoo.com