Write a public service announcement
Television public service announcements, or PSAs, have influenced millions of Americans. These short, artistically crafted messages, often written by advertising copywriters, are 15, 30 or 60 seconds in length. Effective PSAs tell a compelling visual story to bring about a desired response and they have an unforgettable phrase that summarizes the issue. Some memorable slogans from television PSAs are "Keep America beautiful," "Only you can prevent wildfires," "This is your brain on drugs," "Just say 'No'" and "I am an American."
- Difficulty:
- Moderately Challenging
Instructions
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1
Prepare a creative brief identifying the issue, the primary audience for the message, the likes and dislikes of the target audience, the attitudes and behaviors to be changed, and the desired call to action required of the target audience.
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2
Develop the story idea into a scripted message covering who, what, when, where and why. Keep the script copy "evergreen" with general information, not dated, tied to a specific event or time-sensitive. Make certain the message does not contain references to commercial products, services, logos or corporate names.
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3
Grab the viewer's attention with a strong opening image. Address only one main point and make it clear and persuasive. A good example is the United Negro College Fund's "A mind is a terrible thing to waste." The PSA, utilizing one powerful sentence, not only summarized the issue but made an emotional connection with the viewing public. The campaign slogan has "remained unchanged for more than three decades and has become part of the American vernacular," according to the Ad Council Retrospective.
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4
Break the script into visual and audio components, matching audio to the video. Time your script by counting words. Produce a long version of 60 seconds with 120 to 140 words, an abridged 30-second version of 55 to 85 words and a 15-second version of 40 to 45 words. Read your script aloud to ensure it sounds conversational.
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5
State a clearly defined call to action--"For more information log on to..."; "To volunteer your services, call 1-800...." In addition, include the organization's name, logo and phone number or website both visually and orally by the voice-over announcer.
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Tips & Warnings
Distributed through donated airtime in television and radio or print publications, public service announcements convey messages for nonprofit organizations and government agencies working for the public good.
PSAs vary in lengths from 15 to 30 to 60 seconds, with the 30-second spot used most often.
The Federal Communications Commission (FCC) does not require the broadcast media (television and radio) to air PSAs. The airing of a PSA is at the sole discretion of the broadcaster, and is one of many options used to meet statutory public-service programming obligations. Therefore, PSAs must be written and produced professionally, utilizing the same creative and technical production standards of a broadcast commercial.
A PSA must be non-commercial, non-denominational, politically non-partisan and non-controversial.
