Among the uses of these new technologies is the transmission of public service announcements (PSAs) in health promotion and drug prevention campaigns. ‘‘Public service announcements (PSAs) are designed to inform or induce certain behaviors in specific audiences, generally for noncommercial profit using mass media-approaches’’ (Bator & Cialdini, 2000, p. 527). PSAs may be described as short advertisements that advocate some socially desirable behavior, such as wearing seatbelts, conserving water, preventing various illnesses, and avoiding various risky behaviors, including the use of drugs (see http://www.psaresearch.com). Commissioned by governments, public health agencies, or broadcasters themselves, television and radio PSAs are a mainstay of public health campaigns in the United States and elsewhere. Their attributes and effects are widely studied (Crano & Burgoon, 2002).