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I think they need to be timely and cognizant of the environment that they're being delivered in
Yes. I think why a lot of us are asking this have less to do with PSAs and more to do with folks in this industry patting themselves on the back for making work that says something agreeable. That doesn’t mean a PSA trying to drive donations to a worthy cause isn’t worth it.
I really feel that the PSAs we do are becoming low-hanging fruit to enter awards rather to make change... they read superficial to me. Which is really sad because the old PSAs used to be really good i.e. affect people.
Actually, I think they're more important now than ever.
Curious why you say this?