Deconstructing the PSA: How the House Hippo Came to Life
The Canadian House Hippo Public Service Announcement (PSA) first aired in 1986, a creation of the Media Awareness Network (now MediaSmarts). Its primary goal was to educate young viewers about media literacy – specifically, to encourage them to question what they see on television and to understand that not everything presented as fact is true.
The Message: Question What You See
The ad cleverly presented the House Hippo as a seemingly real, yet entirely fabricated, creature. It detailed its habits (eating crumbs, building nests from lint), its appearance, and its elusive nature. The voiceover, delivered in a calm, authoritative tone, lent an air of credibility to the fantastical claims. The genius lay in its simplicity: by creating a believable lie, it taught children to be critical viewers.
Figure 2: An early storyboard sketch, illustrating the House Hippo's typical habitat. (Source: MediaSmarts Archives)
Why It Worked: The Power of Believability
The ad's success can be attributed to several factors:
- Plausible Detail: The specific, mundane details about the hippo's diet and nesting habits made it feel real.
- Authoritative Tone: The serious narration contrasted with the absurdity of the subject matter, creating a memorable cognitive dissonance.
- Relatability: The idea of a small, hidden creature in one's home is inherently appealing to a child's imagination.
- Lack of Obvious Humor: The ad played it straight, which made the reveal of its fictional nature more impactful.
The House Hippo became a shorthand for media literacy, a charming reminder that not everything on screen is true. Its impact far outlasted its initial run, embedding itself deeply into the Canadian consciousness.