“Elevator” PSA

United States

In 2009-2010, PMC created and aired a 30-second public service announcement, Elevator, about population growth that aired in major urban markets, including New York City, Washington DC, and the San Francisco Bay area.

PMC partnered with Tiroir A. Films for the production of Elevator. The goal of the public service announcement was to clearly demonstrate how population is central to many worldwide concerns, like climate change, food and water shortages, and species extinction. This was an issues advocacy initiative and focused on media markets in the United States.


"Elevator" PSA

Making a Difference

PMC posted Elevator to PMC’s YouTube Channel and it has now received more than 10,000 views in addition to the views on PMC’s website.

Elevator ran on KRON-4 early evening news, CBS Evening Late News, 60 Minutes, the Food-TV cable channel, the HGTB cable channel, and in targeted online advertising on Comcast online based on our formative research. Our primary target demographic was well-educated, affluent, liberal women from age 34 to 65 who care about many issues impacted by population.

In the summer of 2010, PMC also distributed Elevator to ten TV stations in Boston, Pittsburgh, San Francisco, and Washington DC and our publicist worked to arrange pro-bono airtime throughout the fall of 2010. However, because stations are no longer obligated to show PSAs as part of their federal airwave license contracts, our results in achieving pro-bono airtime were limited.

In November of 2010, PMC ran Elevator in a paid advertising campaign targeted towards the San Francisco designated market area. We chose this market due to its liberal, well-educated and affluent population. Our major TV initiative lasted two weeks, from November 7-21, 2010 with some residual airings reaching into a third week. Our online advertising lasted three full weeks, from 11/08/2010 to 11/22/2010.

The efforts in the San Francisco designated market area resulted in:

  • 2,146,452 TV viewers reached
  • 637,572 TV viewers target audience reached
  • 4,694 online plays in San Francisco area
  • $26,182 spent on airtime

Project Information

Title: Elevator
Format: Issues Advocacy: Population PSA
Location: United States
Language: English
Duration: 2009 – 2010

This project funded by

Current World Population


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