Take Pride in America Public Service Announcements Take Off

Take Pride in America® (TPIA) launched an ambitious public service announcement (PSA) campaign last fall to help spread the word on volunteering and motivate people to respond to public lands volunteer opportunities. Starring Take Pride in America® spokesman Clint Eastwood, the television PSAs have received extensive play since August 2005, airing more than 2,549 times on 224 stations in 120 markets and seen by more than 15.3 million viewers. These statistics are from MultiVu, distributor of the broadcast PSAs. Cleveland, Seattle, Anchorage, Birmingham, AL and Albuquerque show particularly high rates of play, while broadcast figures in Los Angeles and Chicago, the second than third largest national broadcast markets, have also been strong. The PSAs have aired on all major networks, PBS and a variety of cable networks including PAX and WB. MultiVu estimates the market value of these broadcasts at almost $2.8 million.

Six PSAs (two 30 second, two 15 second and two 10 second) have been released to date, along with some special PSAs relating to deserts and beaches. These and additional, as-yet-unreleased spots were filmed in Carmel, California. Each is designed to heighten awareness that Americans share a special legacy of public lands covering one out of every three acres of the nation. From city parks to remote Wilderness, citizen stewardship begins with responsible use of these lands and extends to volunteer efforts such as trail maintenance, litter pick-ups along beaches and byways, wetlands and habitat restoration, visitor center hosts and many more activities. [Click Here] to see examples of the broadcast PSAs.

The companion print PSAs were created by The Richards Group, an award-winning Dallas firm with significant experience in recreation and outdoors campaigns. It first appeared in the November issue of Highways, the flagship magazine of the Good Sam Club, reaching more than 500,000 households in each of five monthly issues. Ron Epstein, with Highways’ publisher Affinity Group, estimates that each magazine is “passed along” and read by 2.1 additional individuals. The print PSA has also appeared in a number of additional outdoor recreation-oriented special interest magazines published by Affinity. TPIA reports that including March issues, the PSA will have appeared in eight additional national magazines with a combined circulation of six million. The January’s issue of Forbes includes the PSA (circulation 934,000). National Geographic’s Adventure (circulation of 525,000 and readership of 1.7 million), Harper’s Bazaar (circulation 735,000) and Child (circulation 1.02 million) magazines will carry the PSA in their February issues. In March, Parents and Yankee magazines, with a combined circulation of 2.5 million, will carry the PSA. Eighteen additional national magazines, including Newsweek, with a reported readership of 20 million, and Better Homes and Gardens (7 million circulation) have committed to placing the PSA as space allows. It is also scheduled to run in a modified form in the 2006 versions of American Park Network’s publications, reaching an estimated audience of 20 million! To see the print PSA, [Click Here]. To see another version of the print PSA, [Click Here].

Take Pride in America®, coordinated by the U.S. Department of the Interior, is a national partnership program that recruits, supports and recognizes volunteers who work to improve our public parks, forests, grasslands, reservoirs, wildlife refuges, cultural and historic sites, local playgrounds, and other recreation areas. With more than 100 Charter Partners, Take Pride involves federal, state and local governments; conservation, youth and recreation groups; and top national corporations and organizations. The American Recreation Coalition coordinates the efforts of the Take Pride in America Partners Council, which funded much of the PSA development efforts.