So, as a few of you know, I have been known to be somewhat opinionated when it comes to social stereotypes and mainstream media mishaps. Well, you'll be happy to know I continue to voice my opinion when I feel so passionately inclined. After ranting about my irritation to Liz, Jenny, and my poor unsuspecting new coworkers, I sent the following email to both KISS 106.1 and The Partnership for a Drug-Free America. Read on and think of me when you hear the perfect example of yet another PSA blunder.
Dear Marcus,
I am not sure if you are the correct person to be emailing in this situation. Last weekend, I heard a commercial aired on Kiss 106.1 that really bothered me. It was a PSA by Partnership for a Drug-Free America where a young girl talks in a robotic voice about the pressures to conform and specifically to succumb to pressures to smoke weed. I am in complete agreement with PDFA's latest message to stay "Above the Influence." In fact, I think its one of the better slogans that they've used in years. Not only does it encourage kids to "just say no", but it also promotes self-determination and confidence to believe in what you want, regardless of what others may think.
However, I was disturbed to hear the message blatantly target "Indie" music directly preceding the message to "stay above weed". I am not one to necessarily promote marijuana use (especially to teenaged kids), nor am I of the belief that Indie music is the only genre worth listening to; but, it worries me that we are making connections between two things that do not innately go hand-in-hand. I would be just as concerned if the connection was made between Hip-Hop and Heroine or Rap and Cocaine. Furthermore, it seems slightly contradictory to criticize the independent music genre in an ad that is supposedly not only promoting a drug-free youth, but also independent thinking in society's young people.
Though generally its my personal tendency to think "oh they didn't REALLY mean it like that", I have come to learn in both previous profession, as well as previous education in marketing, that in fact there are NO mistakes in advertising. If no connection was actually being made between the indie music genre and the negative connotations of marijuana use, I would be interested to know how many (if any) local radio stations whose majority of playlists are made of indie-style music actually air this same PSA.
Again, I am not sure if you are the correct person to be emailing in regards to this comment, but I figured as the station's Program Director, you might be a good person to voice such an opinion to. I would be interested in knowing if you (or anyone at KISS 106.1) has any say over such decisions as to what type of advertising is selected. I've also cc'd the general sales manager in case he has any feedback or insight he might also have.
I look forward to hearing from you.
Thanks for listening,
Sara C. Watson
