Powerful PSAs

1. Powerful
PSAs
Sending a message meant
to change behavior in 60
seconds or less

2. Examples
http://www.adcouncil.org/Our-Work/The-Classics/I-am-an-American
Save My Oceans: Use Less Plastic
http://www.youtube.com/watch?v=tK825QV-nZ0
Humane Society: I want…
http://www.youtube.com/watch?v=rskFaiDIEwA

3. Questions to Ask When Watching?
 Is there a product (or a company) being
promoted?
 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?

4. Examples
BP: Gulf Coast Update
http://www.youtube.com/watch?v=hoOfIR4Vk1o
Clean Coal: I Believe
http://www.youtube.com/watch?v=B2dpBl7VI2g

5. 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?

6. Choose from the six Americas. 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?