As the media environment evolves and viewing habits change, public service advertising campaigns face critical challenges to stay relevant and effective. To help understand the changes, the Kaiser Family Foundation hosted a forum featuring Joseph Jaffe, author of “Life After the 30-Second Spot: Energize Your Brand with a Bold Mix of Alternatives to Traditional Advertising,” to explore how new media such as mobile marketing, viral campaigns, adver-gaming, and other forms of new media can be incorporated into public education advertising.

Kaiser also prepared a collection of case studies on public education campaigns that use new media to help illustrate ways to incorporate new strategies into ongoing or new efforts.

The forum was held on Tuesday, March 21, 2006, in Washington, D.C.

New Media and the Future of Public Service Advertising: Case Studies March 2006

Agenda (.pdf)

Speaker Biographies (.pdf)

View Webcast

Transcript (.pdf)