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Follow on Google News | WSBE Rhode Island PBS asks, "What's YOUR Source?"With an open evidence folder, and investigation notes and photos scattered on the desk, WSBE Rhode Island PBS asks, "What's your source?" The public TV station's new multi-media PR campaign presents evidence of its impact on the community.
By: Lucie Raposo In a multi-media advertising and public relations campaign targeting community stakeholders, policy makers, and local audiences, WSBE Rhode Island PBS asks that cryptic question, and then offers testimonial evidence of the public television station's role in local education, and its impact on the community. The campaign is part of a national 'My Source' public media impact communication grant project, administered by the Corporation for Public Broadcasting and the National Center for Media Engagement. WSBE's application was one of only 40 chosen from among 111 proposals submitted by public television and radio stations nationwide. WSBE's 'My Source' campaign launches this week. "It's not often we have an opportunity to call attention to our work this way," said WSBE President and CEO David Piccerelli. "The grant made it possible to go outside our own air to remind Rhode Islanders about the valuable source for exploration and discovery they have in WSBE – we're more than just great television." The print and Web creative for the 'My Source' campaign sets the atmosphere of an investigation – complete with evidence folder, scattered notes and photos – and asks, 'What's your source?' The on-air component is comprised of six spots, presenting testimonial evidence from students, teachers, and administrators, as well as from local filmmakers and media professionals. The spots range in length from 30 seconds to one minute and 20 seconds, and are built around the themes of class enrichment, community connection, local storytelling, and adult learning success. The companion Web site (click the link to visit: http://www.ripbs.org/ The underlying message of the campaign focuses on WSBE's success in expanding the traditional definition of education, from classrooms to living rooms, from instructional programming to panel discussions and independent documentaries about local contemporary and historical issues and events. "Education is at the core of our mission," Piccerelli said, "but it isn't limited to the classroom." The first 'My Source' on-air spot does, in fact, start in the classroom. It features students, teachers, and administrators from Lincoln High and Northern Lincoln Elementary Schools describing their experiences using WSBE's video streaming and education services. The spot concludes with, "Rhode Island PBS is my source for enriching my students' day-to-day curriculum." All of the spots have a similar ending, "Rhode Island PBS is my source for…" with the final words fitting the particular spot's theme. The second spot to air will feature four local independent filmmakers David Bettencourt (You Must Be This Tall: The Story of Rocky Point Park, On The Lake: Life and Love in a Distant Place, and It's a Bash!), director of photography Jim Karpeichik (Rhode Island's Historic Lighthouses, When the Reds Ruled the Roost, Navy Heroes of Normandy), Professor Marian Gagnon (HERstory: The Founding Mothers of Johnson & Wales University and Johnson & Wales University's Men of Vision) and Maria Saracen (Ghost and Vampire Legends of Rhode Island). Their documentaries have aired as part of Rhode Island Stories, WSBE's one-hour Saturday night feature, dedicated to presenting local independent films with a Rhode Island connection. In the coming weeks, two more spots with school connections will debut. One features adult Hispanic students at Progreso Latino in Central Falls, who are studying for their GED certificate using video streaming technology made available by WSBE. The other spot features the founder and director of the Urban Collaborative Accelerated Program (UCAP), an independent middle school in Providence for students at risk of dropping out of school. Director Rob DeBlois shares the remarkable story about UCAP receiving several large donations from viewers after WSBE aired the documentary about three of the school's students, Accelerating America, by award-winning filmmaker and Brown University graduate Tim Hotchner. The final two testimonials are by Dave Layman, veteran Rhode Island television news director and anchor, and a frequent panelist on WSBE's flagship weekly political affairs program, A Lively Experiment; and Barbara Morse Silva, health check reporter for WJAR NBC-10. Barbara hosted two WSBE specials, one about the H1N1 (Swine) flu outbreak in late 2009, and one about the rising costs of RI health insurance and its alternatives. The print ad campaign will run in local newspapers and Web sites through January and February. The on-air spots will air throughout 2011 on a rotating basis on WSBE Rhode Island PBS (digital 36.1, Cox/Verizon/ # # # About WSBE: WSBE Rhode Island PBS operates under the Rhode Island Public Telecommunications Authority, a public corporation established by RI General Laws (§16-61-2) as the governing body over public broadcasting and educational television in the State of Rhode Island. WSBE is a viewer-supported member of the PBS network of public television stations, and operates two channels: Rhode Island PBS and Learn. Committed to lifelong learning for more than 43 years, WSBE uses the power of commercial-free media to educate, engage, enrich, inspire, and entertain viewers of all ages in Rhode Island, southeastern Massachusetts, and eastern Connecticut. For more information about the programs and education services at WSBE Rhode Island PBS, visit www.ripbs.org. End
Page Updated Last on: Jan 27, 2011
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