Ask any teacher what one of the most important elements of learning is and the one popular answer is likely to be repetition. Similarly, your goal of heightening awareness and appreciation of citizenship in your community should also rely on repetition.

A weekly citizenship feature is an ideal way to keep your Citizenship Team in the forefront of community consciousness; recognize acts of citizenship by residents and groups, and publicize the acts of unselfishness of deserving young people. That's why this second activity example suits the power of radio perfectly.

We suggest a weekly one-minute "Citizenship Spotlight" to be aired on a local cooperating radio station. Ideally, the station will give you free air time, either as a Public Service Announcement (PSA), or by selling advertisements around the feature to defray costs (a technique called sandwiching).

Radio stations will be attracted to this because it is a feature easily sold to advertisers. Sandwiching two 30-second or one 60-second feature allows advertisers to promote its goods/services - and to link its name to a very positive concept of citizenship in the community. And, the weekly mention of the sponsor's name attached to citizenship is a perfect example of how two powerful advertising concepts work: repetition and association with a positive concept.

Before approaching any radio station, however, have a plan: How the feature will be generated, how the honorees will be selected, and how that information will be sent to the radio station. Here are some suggestions:

Selecting the Honorees

Remember that individuals or groups can be honored. In fact, it's advisable to have some non-generic one-minute segments prepared for use during weeks when time or other constraints make it difficult to select a person or group as an honoree. Generic segments can serve to solicit nominations, provide Citizenship Team updates, or even educate the public about the six principles of the CTSA.

You can glean honorees in a variety of ways: from the community at large, from educators, from your Citizenship Team, from ads/PSAs soliciting nominations, or from community organizations.

Here are some examples for selecting honorees:

• The high school youth who volunteers at the local hospital



• The members of the local basketball team who delivered food to the needy during the holidays



• The senior citizen who entertains other seniors for free at nursing homes by playing a musical instrument



• The business person, who despite a heavy work schedule, finds time to effectively head charitable civic committees and campaigns



• The educator who exemplifies the best of the profession by going beyond the call of duty to deliver quality education to students



• The civic club that raises funds for underprivileged children or families in the area



• The group or individual who has accepted the challenge of responsibility by working on projects that others have either dismissed or overlooked (such as highway clean-up, volunteering at the food pantry or kitchen)



• Spotlighting individuals who demonstrate the concept of respect by adding to the dignity to the lives of those who are suffering from poverty, illness, or disability

• A 60-second spot calls for about 120 words of copy, about a half-page of double-spaced type.



• Ask the radio to introduce the spot with a standard musical opening and closing. That makes your "Citizenship Spotlight" instantly recognizable to the audience.



• Request the same talent to do the reading of the feature each week. If you select your own talent from the Citizenship Team, make sure that person's voice is distinctive and positive in delivery. In either event, keep the voice consistent, which is a proven way to build recognition.



• Keeping with the consistency theme, request that the feature be played at the same time(s) each week. Keep it on schedule; let the audience come to expect it at a certain time, introduced by the same music, and delivered by the same voice.



• Remember to include each feature with this wording, or similar content: "For more information on citizenship in this area, please contact (name of organization) at (contact phone or e-mail address).

The "Citizenship Spotlight" is a simple but highly effective activity that promotes citizenship and the efforts of your Citizenship Team in your community. It is an easy program to institute in your mission to heighten the importance, rewards, and responsibilities of citizenship in your area.