Effective Public Service Advertisements (PSAs) are based on knowledge about the target audience and unique insights given their values, needs, perceptions and attitudes. Noral relies on a proprietary Deductive Reasoning Model in message development. Based on in-depth research, Noral’s messaging approach:
- Identifies a powerful and consistent value defining the audience
- Addresses both the stated and potentially unstated, unconscious motivators for behaviors, their perceptions and attitudes
- Triggers some dissonance by presenting information contrary to what the target audience perceives and values
- Demonstrates how the desired action or behavior can resolve the dissonance
- Reinforces the key values the audience holds true, providing a positive end benefit
