There are a plethora of reasons why public service announcements such as this one are so effective. Gaining exposure and creating collective dialogue on critical social issues is easier than ever before. Rheingold (2008) argues that media outlets which capture large audiences provide opportunities for populations to create democratic movements and are the building blocks for allowing them to understand their power to influence the health of democracy. In the world of free expression, thought, and assembly, rallying shared concerns and expectations of government is crucial in keeping elected officials and governments accountable for the legislations and mandates they propose and administer.  When politicians and other government officials speak publicly about their efforts in combatting certain social issues, the public will hold them to a certain standard and make their voices heard when certain claims are not met. Strangers who live in the same constituency can be brought together under common goals and it is this relativity amongst one another that has the ability to produce true change. Calfano & Green (2019) found that governments put value in public service announcements as it is a rather inexpensive tool to tap into the ears of individuals, regardless of their political beliefs and associations. For example, many individuals listen to music through their car radios on their way to work. Whether they are liberal, conservative, or apolitical, music is not bound to politics and governments can use that to their advantage to broadcast a PSA on their anti-tobacco and smoking campaign. The possibilities are endless and the Ministry of Service Alberta and Red Tape Reduction have utilized short-form PSAs through online news outlets to inform Albertans on the importance of consumer protection and unfair business practices.