The Assignment:

As a subcontractor to Fisher Communications, DESA was tasked with preparing and producing a state-wide radio PSA with corresponding print advertisements for the South Carolina Department of Public Safety’s 2011 "Buckle Up" campaign. DESA’s target market was the African-American community as part of a multi-pronged approach to reach various minority groups in the state of South Carolina.

Challenges:

• DESA faced quick turnaround times and had to test the PSA with a very specific target market – African-American males under the age of 30. DESA did all of this and revised the "Buckle Up" PSA after receiving feedback from sampling groups that the verbiage needed to be adjusted in order to resonate more with listeners.
• The print advertisement needed to be striking and speak to our target market. Our graphic designers got to work and within a week, our ad was designed, printed and ready for distribution.
  

How DESA Exceeded Expectations:

• After writing the PSA, DESA needed to secure the talent to record it. We were able to get some wonderful young men from Dreher High School, one of whom recently performed in a U.S. Census Bureau commercial. The PSA was relaxed, conversational, and resonated with our target audience. We also received compliments on how talented the voices in the PSA were.
• Having such tight deadlines on this campaign, the DESA marketing department was in constant contact with SCDPS through email, phone calls and face-to-face meetings. For each concern or question, DESA associates provided an immediate answer. 
• DESA also took the PSA to the next level by utilizing social media marketing outlets. After uploading the recording to YouTube, DESA began posting the PSA and corresponding safety messages through Facebook, Twitter, the company website and more.