How to Create the Perfect Public Service Announcement
Whether
you have a cause of your own or you are an educator, PSAs create a forum for
learners to actively participate in a project that will allow them to become
stewards of and advocates for social change.
BY JACLYN BELL / $UTIL.DATE("MMMM
D, YYYY", $!CMS.CONTENT.STARTDATE)
What do you want the world to
know? That's the central question asked when you are creating a public service
announcement (PSA), which is any message promoting programs, activities or
services of federal, state or local governments or the programs, activities or
services of non-profit organizations.
Often in the form of commercials and print ads, PSAs are created to persuade an audience to take a favorable action. PSAs can create awareness, show the importance of a problem or issue, convey information, or promote a behavioral change. Whether you have a cause of your own or you are an educator, PSAs create a forum for learners to actively participate in a project that allows them to become stewards of — and advocates for — social change.
Brief HISTORY
Often in the form of commercials and print ads, PSAs are created to persuade an audience to take a favorable action. PSAs can create awareness, show the importance of a problem or issue, convey information, or promote a behavioral change. Whether you have a cause of your own or you are an educator, PSAs create a forum for learners to actively participate in a project that allows them to become stewards of — and advocates for — social change.
Brief HISTORY
PSAs came into being with the entry of the United States into
World War II. Radio broadcasters and advertising agencies created a council
that offered their skills and facilities to the war effort, creating messages
such as, "Loose lips sink ships," "Keep 'em Rolling" and a
variety of exhortations to buy War Bonds.
Today that same council, the Advertising Council, now serves as a facilitating agency and clearing house for nationwide campaigns that have become a familiar part of daily life. "Smokey the Bear" was invented by the Ad Council to personify its "Only You Can Prevent Forest Fires" campaign; "A Mind Is a Terrible Thing to Waste" raised millions for the United Negro College Fund; the American Cancer Society's "Fight Cancer with a Checkup and a Check" raised public awareness as well as funds for research and patient services.
Today that same council, the Advertising Council, now serves as a facilitating agency and clearing house for nationwide campaigns that have become a familiar part of daily life. "Smokey the Bear" was invented by the Ad Council to personify its "Only You Can Prevent Forest Fires" campaign; "A Mind Is a Terrible Thing to Waste" raised millions for the United Negro College Fund; the American Cancer Society's "Fight Cancer with a Checkup and a Check" raised public awareness as well as funds for research and patient services.
Yet the most recognized PSA
consisted of only an egg, a frying pan and these 15 words: "This is your
brain. This is drugs. This is your brain on drugs. Any questions?"
This
only goes to show the massive impact PSAs have on our culture and our society.
You can make an impact too!
____________________________________________________________________________
PSA - ASSIGNMENT
1. Choose
your topic. Pick a subject that is important to you, as well as one you can
visualize. Keep your focus narrow and to the point. More than one idea confuses
your audience, so have one main idea per PSA.
Topic
selected:____________________
2. Research
- Try to get the most current and up to date facts on your topic. (Statistics,
facts, and data – all with references) You want to be accurate.
Attach
at least 1 page that contains your research findings with citations.
3. Consider
your audience. 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.
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.
Audience
for this PSA?______________________________________
What
are their needs?______________________________________
What
action are they being ask to take?______________________________________
4. 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.
UPLOAD
YOUR FINAL Google Slide presentation into the DEBATE Classroom: “PSA
SLIDES”
Classroom
CODE:
5. Create
a script with all text intended to be read and all of the SLIDES noted and numbered.
Be sure the information presented in the PSA is based on up-to-date, accurate
research, findings and/or data.
UPLOAD
YOUR FINAL Google Doc of the script into the DEBATE Classroom: “PSA Script”
6. Perform
the PSA in front of the class with script and slideshow.
7. Get a reaction
from the audience. How do they respond and is it in the way
you expected? Your
goal is to call your audience to action. Are they inspired?
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