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THE WORKSHOP: Working in a team, choose an issue about which you would like to make a PSA. Using the guidelines below, respond through research, writing and story boarding to conceptualize a :60 PSA.These guidelines are drawn from the Ad Council PSA kit and other sources. You may do research about PSA's in addition.
30 seconds 45 seconds or 60 seconds in length
Guidelines for a Good PSA Campaign:
Guidelines for a Good PSA Campaign:
PRESENTING A PROBLEM WITH A SOLUTION: A good PSA campaign focuses on service to the public. Make sure your campaign idea deals with a significant public problem for which a solution can be offered through advertising. Do not develop a campaign which arouses public concern but offers no solution.
FOCUS ON A CENTRAL MESSAGE: Media messages are fleeting. One compelling central message, clearly presented with a simple call for action, is the most effective.
RESEARCHED: Good PSA campaigns are based on research. In a real campaign, it may be delivered over the period of three years in order to measure attitude or behavior change. Research allows for measurable results. For instance, the United Negro College Fund's "A Mind Is a Terrible Thing to Waste" campaign graduated more than 300,000 minority students and raised almost $2 billion. Measurable results can be calls to a hotline, changes of attitude measured through surveys, etc.
MAKE SURE YOUR PSA CAN ANSWER THE FOLLOWING QUESTIONS:
1. Target Audience: Whom do I want to speak to? Are there any barriers to understanding the message?
1. Target Audience: Whom do I want to speak to? Are there any barriers to understanding the message?
2. Message: What is the proposed message? What do I want the person who is watching this to understand?
2. Message: What is the proposed message? What do I want the person who is watching this to understand?
3. Action Step: What is the call to action? What do I want the person to do? What can an individual do in the community? How will the action solve the problem?
3. Action Step: What is the call to action? What do I want the person to do? What can an individual do in the community? How will the action solve the problem?
4. Significance of Issue to the Public: What is the proposed issue? Describe the problem and why it is important to the public? Are there any statistics involved which might be useful?
4. Significance of Issue to the Public: What is the proposed issue? Describe the problem and why it is important to the public? Are there any statistics involved which might be useful?
REQUIRED COMPONENTS FOR WORKSHOP PROJECT:
REQUIRED COMPONENTS FOR WORKSHOP PROJECT:
1. Turn in a written description of the PSA, answering the questions 1-3 above (because 4 does not pertain to this)
2. Create a Cue Sheet and Storyboard:
Shot List: a list of shots you think you want for the PSA--locations, actions, objects, scenes, etc.
Storyboard: in your storyboard, include the shot composition information for each shot in order as well as the audio that accompanies (narration, music)
Two Column Script
3. Create a production shooting schedule.
This is due on your last day--reviewed and exported.
Use at least 2 camera movement technic.
You need to consider any props or costumes that you may need.
If you need additional people, you may use people in this class or friends who are available this hour.
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