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11/10/2018
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PSAs: Public Service Announcements
PSAsWhat are they?A public service announcement, or public service ad, is a message in the public interest disseminated without charge, with the objective of raising awareness, changing public attitudes and behavior towards a social issue.
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What is a PSA?▪ An advertisement broadcast on radio or television for the public
interest▪ PSAs are intended to modify public attitudes by raising awareness
about specific issues▪ A typical PSA is part of a public awareness campaign to inform or
educate the public about an issue such as smoking or compulsive gambling.
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The Beginning of PSA’s▪ Began as propaganda during WWII▪ Radio broadcasters and ad agencies offered to help
promote the war effort▪ Print, outdoor advertising and especially radio became the
carriers of such messages as “Loose lips sink ships,” “Keep ‘em Rolling” and a variety of exhortations to buy War Bonds
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“We can do it!”
According to the Encyclopedia of American Economic History, the “Rosie the Riveter” movement increased the number of working American women to 20 million by 1944, a 57% increase from 1940.
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Advertising Standards Canada▪ By the end of the war, the practice of volunteering free air time
had become institutionalized▪ ASC was founded (as the Canadian Advertising Advisory Board) in
1957 by the Canadian advertising industry to foster the ethical practice of advertising
▪ By the mid-1990s, Canadian TV produced some memorable PSAs…
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The Goal of a PSAThe goal of a PSA is to get someone to ACT, or change their BEHAVIOUR
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Parts of a PSA▪ Target Audience
▪ Message
▪ Organization
▪ Tag Line
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Target Audience▪ It’s important to think about the intended audience of
your PSA.
▪ What elements you include, as well as how you present the information, will vary based on your target audience.
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Age
Gender
Race
Socioeconomic Class
Education
Demograpics to think about:
Sexuality
Geographic Location
Values and Morals
Interests (sports, entertainment)
Religion
Politics
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Message▪ Without a clear message, the PSA is not
useful to the viewer▪ Examples of messages include:
□ Don’t drink and drive□ Drugs are unhealthy and
destructive□ Failing to put out a campfire can
cause a forest fire
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Organization▪ At the end of a PSA, it’s
important to put contact information for a local or national organization. This allows the viewer and opportunity to contact someone for more information or help.
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Tag Line▪ A tag line is a catchy one-sentence slogan that is stated
towards the end of the PSA□ It should be easy to remember□ Keep it short and simple
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Only YOU can prevent forest fires!
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Got Milk?
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This is your brain. This is your brain on drugs.
Any questions?
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Talk Only About the Results▪ Focus on how the person’s actions (or lack of them) will
have a visible, important result
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Use Real Language▪ Don’t use “commercial” language like “our quality
merchandise and competitive prices…”
▪ Instead of “To obtain participation details…” you say “To find out how to participate” or even better, “To find out how you can help”
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Use Emotion▪ People act based on emotional reasons
▪ People rationalize with logic, but are motivated by emotions
▪ Add emotion to your PSA to motivate people to act
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Make it Personally Relatable▪ A PSA is nothing more than a conversation with the
audience.
▪ Ask the audience personal questions like “have you ever been hungry?” “what would you do if?” “where will your children sleep tonight?”
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Identify the Organization▪ The sponsoring organization must be identified within
the PSA
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Deliver Exactly One “Core Message”▪ The “core message” is the one thing you want the
audience to hear, to understand and to remember.
▪ The “core message” gets people to act.
▪ Be clear. Be direct.
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Sound Effects▪ Sound effects can enhance a piece (e.g. a cash register
sound ringing to illustrate the point of not spending extra money)
▪ Overuse can cheapen or detract from your message
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How Long Should It Be?▪ Most often, it’s either 30 seconds or 60 seconds.
▪ Too long and you’ll lose your audience’s interest.
▪ Too short and they might not get the message.
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Points to Remember▪ A good public service announcement is for the good of the
community. For it to do good for the community, your PSA must:□ Attract the attention of your target audience□ Speak to the audience in their own language□ Relate to the audience’s lives□ Deliver a single core message□ Deliver the message with clarity□ Motivate the audience to act
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