Powerful PSAs

Sending a message meant to change behavior in 60

seconds or less

Examples

http://www.adcouncil.org/Our-Work/The-Classics/I-am-an-AmericanSave My Oceans: Use Less Plastic http://www.youtube.com/watch?v=tK825QV-nZ0Humane Society: I want… http://www.youtube.com/watch?v=rskFaiDIEwA

Questions to Ask When Watching

•

• Is the campaign asking me to change my behavior in some way?

• Who paid for this spot? Are they a non-profit?

• If I give the promoter money do I get something for it, or is it a donation?

• Did I learn something from the spot? Can I verify the information?

• Is there a product (or a company) being promoted?

Examples

BP: Gulf Coast Updatehttp://www.youtube.com/watch?v=hoOfIR4Vk1o

Clean Coal: I Believehttp://www.youtube.com/watch?v=B2dpBl7VI2g

A PSA and an advertisement are very similar. The difference; intent, funding, and who benefits.

Questions to ask when planning• Who is my target audience?

• What behavior am I hoping to change?

• What information do they need?

• What is at the heart of the matter?

• What style will appeal to my audience & fit the topic?

Who is your group going to speak to and why?

Decide the WHO

Choose something worth doing, something that is backed up by research.

Decide the WHAT

Create a clear message using a narrative, style, production methods, music… all the aesthetic decisions.

Decide the HOW