Ka Wai Ola - Office of Hawaiian Affairs, Volume 10, Number 7, 1 July 1993 — OHA information eampaian to continue [ARTICLE]

OHA information eampaian to continue

Thirty seconds of teievision seems to have double the impael of this paper at half the cost. That's the preiiminary report from Ward Research's evaluation of OHA's eommuniealion efforts and a primary reason that OHA's board approved $200,000 for a i2-month information campaign. The first infortnation eampaign featured four 30-sec-ond puhlie service announcements focusing on programs run or supported by OHA: the Native Hawaiian Revolving Loan

Fund, Lunaliio Home. a computer project at Ho'okena School, and the Wai'anae Diet. How efīective was it? "ls that spot on the air again?" ioan fund staff asked. They hadn't seen it on television themselves yet, but the phones were ringing off the hook. Hawaiians participating in focus groups conducted hy Ward Research responded warmly to the spots. " It's ahout time they had a positive commercial," one said, "soraething that provided

information." Another eommented, "This TV campaign is the only way you're going to reach parts of the eommunity." The findings stand in sharp contrast to OHA's videocast of the board meetings, whieh have a low viewing audienee and, according to the evaluation results, an inappropriate format for īelevision watching. Staff analysis of the cost/benefit of the campaign compared to this newsaper showed that the televsion spots could reach as many people as Ka Wai Ola for a

tenth of the cost. Of course, neither television, nor radio if that is used, ean replaee the variety and depth of information a newspaper ean provide. After the board approved the appropriation and a request for proposals, public notice to bidders was published. As of this writing, three firms have indicated they intend to bid. OHA trustees and staff are looking forward to the added components of the next information series as a positive complement to OHA's eommunieaūon efforts.