PEACE CORPS IN THE 21 ST CENTURY: A RHETORICAL ANALYSIS

37of heavy media exposure; today, however, the slogan has not been publicized because oflimited PSA time.For the ten years during the 1980s the Peace Corps did not use public serviceannouncements, which contributed to a dramatic decrease in visibility. The Peace Corpswas advised by the Public Research Center, which conducted an analysis of theorganization’s campaigns since 1961 that public service announcement campaigns docontribute greatly to increased public awareness. Based on these correlations, the PublicResearch Center strategized for a new approach to marketing. They suggested shifting its“creative strategy from an international focus to the domestic benefits that are derivedhere at home from Peace Corps Volunteers’ work” 94because media outlets are morelikely to air announcements that appeal to national rather than international interests.The Public Research Center noted that when, in 1994, Goodwill Communicationsbecame involved in volunteer recruitment through PSAs, “lead generation” significantlyincreased (Lead generation is an advertisement that brings people to the organization,creating an initial interest in volunteering). They found that lead generation increased“for the first four years from 102,172 in 1994 to 151,137 in 1997.” 95During these fouryears, Goodwill Communications distributed two PSA campaigns per year. They foundthat in 1998, when the Peace Corps only funded one campaign, lead generation decreasedby 11 percent.” 96The 1990s advertising review by the Public Research Center revealed amuch needed shift in the organization’s image. Recruitment strategies from the late1990s until the present have focused on the personal benefits of service. In 1999, thePeace Corps launched the campaign slogan, “How far do you want to go?” 97Thiscampaign would eventually become the 2003 slogan, “Life is calling: how far will you