Benefit from Embedded Messages in TV Shows without Writing the Check

As a society we’re hit with so many messages that sometimes we don’t even realize we’re being marketed to. Messages and brands are now embedded in YouTube, Facebook and even our favorite TV shows. But at least all of them aren’t trying to push the newest product, some are for the common good. Check out this recent New York Times article.  Back in the 80’s, the U.S. Centers for Disease Control started working with television networks to subtly embed AIDS messages into television programming. At that time, it was as simple as having a PSA poster visible on camera. Now, it’s become more complicated, but in a good way. The Bill and Melinda Gates Foundation, which spends billions of dollars on a wide array of organizations around the world, has coordinated a first of its kind, pay-for-play type model with Viacom. The agreement will involve various important health messages being woven into plot lines on some of the networks popular television programs include Law and Order SVU and even ER before it ended. This could open the door to a whole new style of public service advertising. Now of course in the world of a recycling coordinator, it is highly unlikely that you have an education budget anywhere close to that of the Gates Foundation. It’s probably more equal to what the Foundation spends in one hour! But the point is, it doesn’t matter. While “all things green” are continuing to become more popular, recycling is benefiting from some free publicity. For example, watch Extreme Makeover Home Edition and you may notice messages about recycling left over materials and packaging.   Remember that while you are doing your part to educate the residents of your community, on a broader level, there are other places where they are also getting messages – albeit subtle ones – to recycle. Simply put, recycling is being positioned as hipper and more “the thing to do” every day. Don’t sit back and think this will be enough but instead feel good that you have reinforcement – and none of it is costing you a dime!