In this project you will research techniques commonly used in PSAs (public service announcements) and create your own original poster made with Illustrator CS6/CC to promote awareness about a certain cause.

I. Background

What is a PSA?

Public service announcements are advertisements serve the public interest. The objective of a public service announcement is to educate and create awareness of significant social issues in an effort to change the public’s attitudes and behaviours and stimulate positive social change. PSAs are usually developed by non-profit organizations and may involve TV and radio spots, movie content, and print messages on billboards, posters, brochures and postcards.

Common Subjects for PSAs

PSAs address an incredibly wide variety of issues and social concerns. Some of the most popular campaigns have been on the following subjects:

• Distracted driving

• Bullying

• The environment

• Healthy actions

• Disease and/or medical conditions

• Foreign aid (e.g. Hunger)

• Drugs and alcohol

• Abuse and violence

• Education

• Public safety (e.g. seat belts)

• World ________ Day

• Respect and tolerance

Techniques Used in PSAs

Depending on the target audience, PSAs use different approaches to direct their messages. What might be the advantages or disadvantages of the following styles?

Humour. Humour tends to catch one’s attention, especially for kids and teens, but humour may trivialize serious issues. Sometimes irony (or in its extreme, satire) can be very effective in conveying an important message.

Shock treatment. Such campaigns provide a realistic look at an issue, but may turn people off entirely because of their graphic nature. Also, broadcasters may be reluctant to broadcast PSAs they feel may be too controversial.

Preaching. This technique involves an individual or group pleading with an audience for greater awareness of the issue. Note: there’s a fine line between earnestness and appearing to be patronizing.

Using a celebrity. Celebrities do get favourable attention, but sometimes people are so distracted by the celebrity they forget the message.

As you can see, each approach or technique has its advantages and disadvantages. Common qualities for all good PSAs, however, include the following:

• Are relevant to their audience

• Are interesting or entertaining

• Leave the audience with a message that can be summarized in a single declarative sentence

• Demand an action or response from the audience

• Are simple in their execution

• Can be easily adapted for different media