MHA Public Service Advertising (PSA) Campaign Refresh

OMB #1505-0231

MODERATOR GUIDE

Two sets of media will be presented. The order of presentation will be rotated across sessions.

(5 MIN) INTRODUCTION

(20 MIN) CONCEPT A DISCUSSION

• What is your first reaction to this idea?

• Do any specific ideas, words or images stand out to you?

• What is the main idea?

• Is this main idea believable?

• Is this ad appealing to you?

• Is there anything confusing or unclear about this idea?

• What, if anything, are they asking you to do?

• Would you do anything specifically after seeing this advertising?

• Who is bringing this message to you?

• What do you like/dislike about this idea?

• What is the mood or the tone of the advertisement?

• How does this make you feel?

• Is this advertisement speaking to you?

• If it is not for you, who do you think the advertisement is aimed at?

• Would this ad catch your attention if you saw it?

• Is this different from how you think currently?

(10 MIN) CONCEPT B DISCUSSION

Repeat sequence from Concept A.

(10 MIN) DISCUSSION OF ALL IDEAS

After all ideas have been discussed, the moderator will expose all executions.

• Which approaches/ads grab your attention the most?

• What about them makes them the most attention-grabbing?

• Which one speaks to you most directly?

• What about that one makes it the most relevant to you?

• Are there any ideas that really don’t work at all for you?

• What’s causing the breakdown?

• Anything we can take from one idea and incorporate into another idea?

(5 MIN) CONCLUSION

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