Public Broadcasting Service: Be More campaign
Kevin TeagueOVERVIEW
In 2002 the Public Broadcasting Service (PBS), the nonprofit U.S. media organization, was owned by 349 member television stations with an audience of more than 100 million viewers per week. Despite the efforts of CEO Pat Mitchell to "reinvent" PBS with newer, updated shows, including segments directed by Martin Scorsese, Clint Eastwood, and Robert Redford, the broadcaster was reeling from a 23 percent drop in ratings over the previous 10 years. To continue branding PBS as a resource that educated, inspired, and empowered its viewers, the organization released its "Be More"...