The purpose of public service advertisement lies on giving the notion of significance towards social issues and leading people to those actions. Although people recognize its importance and desirability, they often perceive these social issues to have low relevance to themselves because of uncertainty. Having this perspective, this study aims to investigate how persuasion effect of a message depending on the construal levels can be moderated by the social distance towards media and perceived relevance of the public service campaign. In this study, participants were assigned randomly in two conditions where one being low-level construal, and the other being high-level construal. The messages were given through the social media that the participants use. Behavioral intention, perceived relevance and social distance towards social media was measured. The results reveal the main effect of message type depending on the construal levels and this effect was moderated by the social distance that one perceives. That is, people with the higher perceived relevance towards the media had higher behavioral intention when they were provided with the specific message than abstract message, while people with the lower perceived relevance shows otherwise. In addition to this, people who perceive the media closer to themselves (social distance) had higher behavioral intention. This suggests social distance towards the media promotes persuasion effect of given message. The result of this study provides practical implications in related fields.