Seize The Awkward: Structure and Effects of PSAs on the Audience
I’m sure we’ve all sat in a moment of silence that just felt a little too long. So long that awkwardness began to creep in. But what if that awkward silence could save a life?
That’s the underlined premise behind the Ad Council’s Seize the Awkward campaign which is a series of PSAs that encourage young people to talk openly about mental health. In this post, we’ll explore two standout videos from the campaign:
And…
We’ll evaluate how these PSAs use emotional appeals, narrative structure, and interactive features to persuade viewers while drawing on insights from Dillard and Peck’s (2000) study on affect and persuasion in public service announcements.
Emotions First
Dillard and Peck’s (2000) research emphasizes that emotions are not just side effects of persuasion but essential to it. Their study found that:
- Discrete emotions (fear, guilt, happiness) have unique effects on how persuasive a PSA is perceived to be.
- Perceived effectiveness is a stronger predictor of attitude change than simply “liking” the ad.
- Heuristic processing, which are quick, emotion based judgments, is common in short PSAs, especially online.
So how do these two PSAs measure up?
PSA #1: Seize the Awkward | Friendship & Mental Health (2018)
Main Message
Encourages young people to break the silence and check in with friends who may be struggling with mental health.
Narrative
The video uses humor but still comes off as sincere to the audience. It opens with awkward silences between friends, which we all recognize, and turns them into pathways for meaningful conversation.
Emotional Pull
- Relatability To The Audience: The awkward silences are funny and recognizable for those watching, creating a shared experience between a large target audience.
- Hopeful Messaging: The message is not based in fear but is uplifting. It lets the audience know that you too can help. Just don’t be afraid to seize the awkward silence.
Heuristic Approach
This PSA is a great example of heuristic persuasion:
- It’s a short video which lessens the chance of viewers scrolling right past it.
- It uses emotionally charged visuals and simple language.
- It avoids leveraging massive statistical data and chooses to initiate the audiences emotions to drive them towards a specific action.
Intentional User Experience
- Designed for YouTube and social sharing.
- Uses editing in a humorous way with quick cuts to hold the viewer’s attention.
- Ends with a clear call to action: Visit SeizeTheAwkward.org.
PSA #2: We Can Talk About It :60 (2025)
Main Message
This second PSA pushes the audience towards mental health conversations. They do this by focusing in on younger generations surrounded by a digital atmosphere that seems to feed into their depression.
Narrative
This PSA is more serious and is shot in a more cinematic light. It features different perspectives, sharing personal struggles and telling the audience it’s okay to talk about mental health.
Emotional Pull
- Sadness and Empathy: The stories are real bringing out compassion in the viewer.
- Guilt and Responsibility: Viewers may feel a need to act, not just for themselves, but for their communities.
- Hope: Despite the heavy tone, the message is ultimately one of connection and healing.
Systematic & Heuristic Approach
Unlike the 2018 PSA, this one blends emotional appeal with social awareness:
- It features real people and authentic stories.
- It appeals to shared values and community.
- It still uses emotion as a shortcut, but also provides a deeper reflection.
Intentional User Experience
- Optimized for mobile viewing and social media..
- Part of a broader campaign on SeizeTheAwkward.org.
How Do These Compare?
I thought it was important to include both videos since they were pushing the same PSA but using differently styled tactics. This is often seen in marketing where brands will build multiple campaigns all with a different goal in mind in how to make the audience feel. So it isn’t much different here with PSA’s.
| Tactic | 2018 PSA | 2025 PSA |
| Tone | Light, Humor Based | Serious, Emotional |
| Emotion | Silly, Happy | Depressed, Lonely, Hopeful |
| Style | Heuristic | Heuristic & Systematic |
| Audience | Young Adults | Young Adults |
| Action | Start a conversation | Seek help |
| UX | Easily shareable on YouTube & social platforms | Easily available on multiple platforms |
Dillard and Peck (2000) discuss the concept of perceived effectiveness quite often in their study. This is a metric used to evaluate how persuasive or convincing a message was within these PSA’s, often driven by the emotions they evoke. Both PSAs evoke specific emotions that align with their goals. According to Dillard and Peck (2000), this is more persuasive than simply making people “like” the ad. Viewers who find the PSA effective are more likely to change their attitudes toward mental health. Especially when the message feels personally relevant. Online audiences often don’t engage in deep processing. These PSAs succeed by using emotionally charged visuals, relatable stories, and clear messaging.
Limitations Within The Internet Medium
While online PSAs have powerful reach, they also face challenges:
- Short Attention Spans: Viewers may scroll past before the message lands.
- Bias: Platforms may not serve mental health content unless it’s trending.
- Too Much Emotion: Oversaturating your content with one emotion over and over can push away your audience.
Still, the Ad Council navigates these limitations well by continuing to refresh the campaign and aligning the same message using different emotional triggers.
Final Thoughts
Both PSAs show that emotionally intelligent storytelling can break down barriers around mental health. Whether through humor or heartfelt storylines, they remind us that a simple conversation could save a life.
So next time you feel that awkward silence make sure to seize it.
Resources
- Dillard, J. P., & Peck, E. (2000). Affect and Persuasion: Emotional Responses to Public Service Announcements.
- https://www.youtube.com/@adcouncil
- https://www.adcouncil.org/
- SeizeTheAwkward.org
