Online elements are now a necessity for PSA efforts to truly impact teenagers.
With the number of US teens who go online set to jump to 22 million by 2008, according to Jupiter Research, online add-ons are more important than ever for successful PSA campaigns.
As a result, PSA pioneers like the Ad Council are tinkering with new techniques to reach this audience.
The Ad Council, working with agency J. Walter Thompson, leveraged the Internet to add layers of interactivity to its ...