Author: Dominique Fox

VOICES - Public Service Announcement

A public service announcement (PSA) is a message in the public interest disseminated by through media without charge with the objective of raising awareness, showing the importance of a problem or issue, conveying information, or changing public attitudes and behavior towards a social issue, The only thing that is “sold” is information. A PSA can be written or presented in audio or visual form. It requires the same “Who, what, where, when and why” as a news story. PSAs are created to persuade an audience to take a favorable action. PSAs create a forum for learners to actively participate in a project where they advocate for social change. A good PSA focuses on a service to the public. Make sure a solution is offered in your advertisement; do not develop a commercial that raises concerns but offers no solutions.
Activity: Working in groups of four, brainstorm ideas, come up with a concept, write, plan, and create a PSA that focuses on distracted driving. Begin to plan your 60-second spot.
Examples: Review two to three of the examples provided below to better understand what a PSA is.
Texting and Driving: https://www.youtube.com/watch?v=BfOm2GurYlA
Smoking: https://www.youtube.com/watch?v=cj_yJ8flHes
Bullying: https://www.youtube.com/watch?v=wKB9HRgkKRA
Tanning: http://www.youtube.com/watch?v=_5mRs5A-L5w
Giving Back: http://www.youtube.com/watch?v=dwW5PHw_1LM
Live United: http://www.youtube.com/watch?v=ytF9PU5lXDY
Animal Foundation: http://www.youtube.com/watch?v=iGaKinr_T_w
Questions: Answer the following questions to begin.
1. Target Audience: Who do we want to reach with my message ? Who are you targeting … parents, teens, teachers or some other social group? Consider your target audience's needs, preferences, as well as the things that might turn them off. They are the ones you want to rally to action.
2. Message: What is our message? What do we want the viewer to understand? The action suggested by the PSA can be almost anything. It can be spelled out or implied in your PSA, just make sure that message is clear.
3. Action Step: What is the call to action? What do we want the person viewing the PSA to do? What can an individual do in the home or community? How will the action solve the problem?
4. Action Step: How will you grab your audience’ s attention? You might use visual effects, an emotional response, humor, or surprise to catch your target audience. Be careful, however, of using scare tactics. Attention getters are needed, but they must be carefully selected.
5. Significance of Issue to the Public: Why is this issue important to the public?
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Research - You need to know your stuff! Try to get the most current and up to date facts on your topic. Statistics and references can add to a PSA. You want to be convincing and accurate
Narration: Create a script and keep your script to a few simple statements. A 30-second PSA will typically require about 5 to 7 concise assertions. Highlight the major and minor points that you want to make. Be sure the information presented in the PSA is based on up-to-date, accurate research, findings and/or data. Share your message in unexpected or novel ways. Elements in the message should be woven together with insight and imagination grabbing the attention of the intended audience. The message needs to be clear and concise. A single thought or phrase at the end of the PSA should summarize the entire message (tag line). Make sure the message is based on accurate and verifiable information. Time out your script by reading it aloud with a stopwatch. PSA’s are : 30 or :60 seconds in length.
Story Board: Create a storyboard for approval BEFORE you begin shooting. A storyboard is a visual representation in drawing of the different shots (shot sketches) in the order they will appear in the finished work, and includes compositional information (Close up, pan, wide shot) as well as audio (where the music comes in, or if there is music over the shot)
Make sure to include:
1. audio (where the narration comes in, or if there is music over the shot.)
2. written description of the shots you are planning: locations, actions, objects, actors, etc.
3. compositional information (close up, pan, wide shot, etc.)
Your drawings can be simple stick figures.
NOTE: You MUST submit your narration and storyboard to me for approval BEFORE you begin filming. Think of this as pre-writing for your PSA.
Film and Edit: Film your footage and edit your PSA.
Good luck and have fun!