Quality
People remember a dramatic or entertaining spot that is beautifully produced... intelligence, sensitivity and imagination reflected in that 30 or 60 seconds does much to influence the public perception of the sponsoring organization, and the importance of the issue.
Variety
Use different arguments, characters, tones and bits of information... The most successful campaigns approach different parts of you, hit you in several different ways.
Repetition
All the research indicates that the more often the audience hears the message, the more likely they are to get it.
More info. http://www.media-awareness.ca/english/resources/educational/handouts/alcohol/successful_psa.cfm
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