The media has for a long time been a means of mass communication in, the world. It may be associated with the old age communication techniques used by our ancestors in the past. The current mode of communication is through television sets, the radio or the World Wide Web. The most commonly used mean of communication is through the television. It is thus the major party that involves itself much with public service communications. Public service announcements are “messages in the public interest disseminated by the media without charge, with the objective of awareness creation, changing public attitude and behavior towards a social issue” (Goodrum, Charles and Helen, 1990). It was initially shaped by the AD council, initially known the War Advertising council, during the World War II. Unlike the current, the announcement were focusing n the countries needs at the time, they then expanded to address issues of forest fires, blood donations and high way safety. With time more issues entered its realm and changed the whole idea (Goodrum, Charles and Helen, 1990).
One of the best announcements in time was done by a national station in Kenya. It came in a time when violence due to election malpractices had supposedly taken place. The then president of Kenya, Mwai Kibaki had been said to have rigged the election against his opponent, Raila Odinga. The Sunday nation recorded numerous deaths. Tribal clashes become rampant in the region as President Mwai Kibaki’s tribesmen fought with other communities. The media decided to end this cancer by making a movie geared to peaceful coexistence. The movie titled ‘My love for Kenya’, was aired in one of the local television stations, K.T.N, and uploaded in the internet for view and commentary. It was aired every day in the morning and in the evening at seven, a time at which everyone in the family is seated close to their television sets. Its upload in the internet was to ensure that even people, who could not receive the signal, would have the opportunity to watch the movie and the announcement made thereafter. It exposed the motives behind the fights and showed Kenyans how they used to love each other prior to the election. It motivated nation building by involving each and every tribe in the cast of the movie. Among the best scenes in the announcement ,was when Maina, the main character of the movie, turned back to the audience and lifted up the Kenyan flag, slowly all the people in the background came out and did the same, then they all joined in singing the Kenyan national anthem. A message of peace love and unity was being passed at the very pick of tribal war. The announcement was effective, after a few days of its airing; most of Kenyans were seen with white flags in their cars as reported by CNN. Peace was starting to come back, the American aid was able to reach Kenyans and tolerance took its course. Ten years down the line, people thought that another fight will prop up. This was not the case, deep down the hearts of Kenyan, there has increased a level of love and acceptance of culture that they understand in their own ways, thanks to the media.
The good part of the public service announcement is majorly its motive, to correct wrongs that have occurred in the society, it approaches the problem holistically and at times, comprehensively. The downside of it is that it deals with the problem when it has occurred, it should be improved to work on an issue before it becomes a problem.
Reference
Goodrum, Charles & Helen Dalrymple (1990). Advertising in America: the first 200 years
