DURATION: 3 hours

KEY TOPICS

• Analysis of public service announcements
• The creative process and planning a public service announcement (PSA)

LEARNING OBJECTIVES

After completing this unit, teachers will be able to:

• Analyze a number of PSAs as a means of communicating information on a variety of issues
• Develop a plan for an original PSA for a chosen issue, including statement of purpose, message, target audience, and technical and creative strategies
• Product a PSA
• Evaluate the effectiveness of the communication strategies and the PSA in conveying information and the intended message, and in reaching the target audience

PEDAGOGICAL APPROACHES and ACTIVITIES

Periodically, governments wish to communicate with their citizens through the media to achieve a particular public policy goal. Classic examples might be public health campaigns to limit the spread of HIV and AIDS infection, campaigns to encourage the take-up of mosquito nets to reduce malaria, or literacy drives. These are known as public service announcements (PSAs).

• Based on the examples included, discuss the meaning and purpose of PSAs. Explain how PSAs are different from commercial advertising. Brainstorm a list of issues addressed in PSAs that you have seen. Identify the various uses for PSAs in your region
• Visit one of the following public service sites: (These are included only as sample resources to illustrate the activity described here. Other resources, appropriate for various regions, could be used instead.)
  • http://www.un.org.za/public-service-announcement-on-the-effects-of-drugs
  • http://www.unodc.org/unodc/en/human-trafficking/human-trafficking-publicservice-announcements.html
  • http://saloproductions.com/public-service-announcements/psa-samples.php

  Examine a number of PSAs – print and video – and discuss the key features of each. Identify key information and the main message being conveyed and analyze how they are presented. Consider both technical and creative strategies

• Analyze the use of emotional appeal in various PSAs. Identify any claims being made by these PSAs and whether or not they are supported by facts. Analyze how the technical elements of the PSA reinforce its meaning or message. Explain the effects created through the use of various camera shots and angles. Explain how sound can be used to convey meaning
• Teachers could ‘deconstruct’ a PSA from the samples in more detail, by creating a storyboard for it based on their viewing. They will need to view the PSA more than once, and the facilitator will have to pause the PSA on each frame so the teachers can document on their storyboard what they are seeing and hearing. Sample storyboards can be accessed at: www.storyboardsinc.com
• Develop an original plan for a PSA for an important social or cultural issue. Brainstorm a list of possible issues to use as the basis for the PSA. Discuss the purpose and audience. This discussion will, in turn, help shape the message being conveyed. Consider the key information and main message that you need to convey
  • Now consider who you want to reach and how. The information and message should be directed at a specific target audience
  • On paper, describe the concept and develop a list of strategies that can be used to create the PSA. These can include creative strategies (the content ideas for the PSA) and technical strategies (the production component)
  • Complete an outline for the PSA, including a statement describing the concept, technical and creative strategies, and the audience

   
  

  GUIDELINES FOR A PUBLIC SERVICE ANNOUNCEMENT (PSA)

  GUIDELINES FOR A PUBLIC SERVICE ANNOUNCEMENT (PSA)

  Adapted from Think Literacy.

  Concept: Designed by you to meet the objectives of the organization/client and to explain the purpose or function of the campaign.

  Strategies: Creative (an explanation of your ideas, including a description of how the objectives can be met); and technical (which media can be used, and in what way, to meet the client’s objectives).

  Audience: Who is your target audience? Who do you need to reach? Provide a detailed description of your audience (e.g. age, gender, race, class, nationality, how familiar they are with this form of media, etc.).

  Text: The overall message of the campaign, which must be tied to objectives, and the creative strategy noted above (i.e. key information included, point of view, story line, images of men and women, language, costumes and behaviour of characters). Consider the use of specific claims and emotional appeal.

  Production: An outline for what needs to be produced. This must be tied to your technical strategy. Consider locations, camera work, sound, voice over, special effects, graphics, animation, etc. Decide on which technologies will convey the meaning you want and complement your message.

  Industry/business component: Explain and defend choices as to where and when you want your PSA to play. Also, a television, radio or Internet PSA should include elements of advertisements presented on these media, such as a slogan/jingle, specific appeals and claims, a script that includes appropriate setting, props and costuming, and a storyboard that includes appropriate video and/or audio directions.
  

  ASSESSMENT RECOMMENDATIONS

  ASSESSMENT RECOMMENDATIONS

  • The concept and plans for a PSA
  • The final product: the PSA as a media text – presentation and discussion