Should PSAs be reformed?
Mayor Michael Nutter unveiled his plan to help Philadelphians who are at risk to lose their homes due to the mortgage foreclosure crisis. More than 6,200 homeowners in Philadelphia faced foreclosure in 2007 and that number is expected to rise to 8,500 this year.
City officials will undertake a number of measures designed to help people save their homes. Sheriff sales of homes will be frozen until at least July, more funds will be provided for housing counseling and legal assistance, and additional dollars will be made available to help homeowners with bad credit refinance their mortgages. The entire program is expected to cost about $2 million in 2008-9.
One aspect of the plan caught my eye: Nutter wants to spend about $40,000 on public service announcements to let people know that help is available. The spots, which are narrated by Nutter, point homeowners to a hotline where they can get free counseling. The PSAs will run on local radio and television. Here is the text of the advertisements:
Hi. I’m Mike Nutter, Mayor of Philadelphia.
Are you behind on your mortgage payments? Have you received a letter from the Sheriff’s office that you don’t understand?
If you’re having problems with your mortgage, and are worried that you’re going to lose your house, you can get help.
For free housing counseling, call this number: 215-334-HOME. 215.334.4663.
A housing counselor can help explain the terms of your loan. You may even be able to make your monthly payments more affordable.
There is no charge for this service. So please, if you’re worried about losing your home, there is help.
Call 215-334-HOME today.
Thank you.
These types of PSAs are very popular among elected officials. It's certainly important to let people know that help is available, but using public dollars for these types of advertisements should be reexamined. It could be argued that these PSAs amount to little more that free political advertisements for incumbents. At the very least, these PSAs provide elected officials with a platform that is simply not available to people outside of government.
That said, we absolutely need to make sure that folks know about services provided to those facing foreclosure and these advertisements certainly help inform people. So, what is the compromise? Well, why don't elected officials voluntarily remove themselves from these ads? Why does Michael Nutter have to narrate the spot himself? Hiring an actor or some other kind of neutral voice would eliminate that problematic issues raised by having politicians promote policies using tax dollars.