PSA – Public Service Announcement

Creating a Public Service Announcement

You are now part of the moviemaking team puttogether to create a public service announcementfor the Ad Council, an organization responsiblefor many of the PSAs you see on televisionevery day. You must use all you know aboutthe art of persuasion to make the most of visual impact and the 30to 60 seconds that a commercial spot allows!

The Task

Together as a team you will create a print ad and a 30- to 60-second public serviceannouncement similar to those you have seenon television. You will examine samples of PSAs and then create your own. Youmust apply your knowledge of persuasive techniques to “sell” your message toyour target audience. While this is similar to your advertisement assignment, this time you are “selling” an idea, belief, or behavior rather than a tangible product.

Resources

You must review logical fallacies, four “big secret questions,” what you know about emotional appeal, and apply what we havelearned to create this project. You will view samples for this unit. You must also visit the Ad Council website at It contains sample PSAs and also includes the storyboards for many of thesePSAs. These will be good models for you. You will also want to examine informationon copyright issues so that you are sure to abide by the law.

The Process

To accomplish this task, you must follow the process outlined here:

Step 1: Review the models provided in class and on the website. Examinetheir content carefully and make note of the persuasive techniques used. Determine their effectiveness and consider how you can follow the examplesprovided.

Step 2: Meet with your team to discuss your assigned message and targetaudience. Determine what persuasive techniques you wish to use andbrainstorm ideas.

Step 3:

For the print ad: Create a rough drawing of the finished product. Plan out what you will include

as an image and text and where you will place everything. Complete the additional written prep work described below.

For the commercial: Create a storyboard. Plan out what you will film, any still shots,text, effects—EVERYTHING! The storyboard will be graded along withyour final product. You must have everything planned before you beginworking with the camera or the computer!

Step 4:

For the print ad: Create your PSA and turn in your written prep work.

For the commercial: Film your shots, collect your images, and gather anything else you need to begin working on editing and creating your finished spot. Complete the additional written prep work described below.

Step 5: Create your PSAand turn in your written prep work. Consider asking for assistance from the Pieper, Renner, Tolliver, and Pool team or your teacher when you need help! Be sure toinclude credits at the end of your 30- to 60-second movie. In the credits,please identify the message, target audience, and techniques you used tocommunicate your message to that audience.

Learning Advice

Be sure to follow the steps listed above. You cannot jump right into using movie software

without good preparation and planning. Although you are each assigned arole, you must all take responsibility for the quality of the final product. Help oneanother. Encourage one another. Ask for help from the PRTP team and yourteacher when you need it. Make use of all your resources! Have fun!

Conclusion

We will all view the finished products togetherin class on ______! Who’s bringing thepopcorn?

Written Prep Criteria – write up for PSAs:

  • Include name of campaign
  • Imaginary Sponsor
  • Target audience
  • Brief overview of campaign
  • For each PSA – print & video
  • Type of PSA
  • Title of PSA
  • Answer the 4 big secret questions from the creator’s (you) viewpoint
  • Identify the technique you will use (logical fallacy/emotional appeal)