Wendy MelilloMember since July 2016Contact Wendy
- Associate Professor American University
- Kensington Maryland
- 20895 USA
Articles by Wendy All articles by Wendy
- Liquor Brands Prove Responsible Self-Regulation Can Serve Consumers in
Voices calling for the government to ban alcohol ads defy most evidence. The data shows underage binge drinking at historic lows in the U.S.
- Nonprofits, TV Forge Alliance Over Content Integrations in
When entertainment executives at ABC's "Grey's Anatomy," MTV's "16 and Pregnant" and ESPN's "Bass Masters" integrate public service messages into the content of shows, everybody wins. Caring about social issues can make networks more marketable to their target audience.
- National Guard's Lab Fuels Math, Science Mission in
To spark interest in math and science, the National Guard is driving an interactive experience to public high-school parking lots across the country. The Energy Lab combines the enticing elements of experiential marketing with public service.
- Beyond Stats: Autism PSA Gets 'Closer' in
Autism Speaks has a new campaign that hopes to alert parents to possible autism in their children. The message -- "getting closer to home" -- is emotionally jarring. The effort is moving, despite the tilted scenario.
- Mixed Signals: Obscenity OK, Rape PSA Banned in
It's ironic that a message intended to keep children safe from sexual abuse is considered too graphic for the listeners of WBEB, Philadelphia. Yet the soft-rock station isn't squeamish about playing provocative songs from Kid Rock, Queen and Prince.
- To Impact Next Generation, PSAs Go Digital in
Awareness of public service ad campaigns is not the same in the Internet age. The days when a large, passive national audience watched three TV networks and could recall such messages are over. To keep PSAs alive in the collective memory, we have to go digital.
- Blood Ties: Humor, Individualism Trump Fear in
The Blood Center of Central Texas has found a novel way to refashion blood-donation campaigns, which prey on people's guilt and fear. Use humor and keep it personal.
- Disney Isn't Smart About Baby Einstein in
Baby Einstein has been dragging down The Walt Disney Co.'s image for years. Encouraging parents to let their babies watch screen media is a toxic practice. Hiding behind a badly written press release to explain Disney's recent refund offer, only makes matters worse.
- 'Stupid Drink' Translates Into Campaign Smarts in
When the adults finally shut up and asked college students what would solve the problem of binge drinking on college campuses, they got revealing answers -- and a clever PSA campaign.
- AAF Recruits College Students To Fight Binge Drinking in
The thorny problem of binge drinking on college campuses has sparked some pretty controversial campaigns lately. One from the Amethyst Initiative hopes to lower the drinking age to 18. AAF has also weighed in: It wants students to help create an ad campaign that will do a first in AAF history: change behavior.