Creators’ For Change
Public Service Announcement Video Project
Project Outline
What is a PSA?
● A PSA or public service announcement is a short video, radio announcement, or print
campaign created to MOVE an audience to take positive action for an institution, issue,
or cause.
What are you trying to do?
● Grab your audience’s attention
● Teach and send a specific, clear, and simple message.
● Change their behavior.
Steps to Making a PSA (It is important to do every step, even if you have made one before)
1. Determine what your subject is,
● What issue are you speaking about?
○ a. Gather as a peer group and discuss what issues are important to you.
○ b. Have you been assigned a subject?
○ c. Do you want to film people speaking about the subject? Do a skit? Reenact?
Or record VO to be played along with visuals and music?
2. Organize notes on your (the groups) opinion on that subject. Make a list of opinions.
3. Decide how controversial you want to be.
4. Write an outline, this will lay the groundwork for a strong PSA script.
5. Write a script
a. Write script
b. Cast your PSA, assign roles (voice or acting) to everyone.
c. Cast your crew. They will help with setting up, filming, holding/preparing any
microphones, etc.
6. Use this pre production checklist:
___ Do you know what your subject is?
____Have you collected notes on your subject
____Did you write down all of your sources?
____Do you have an organized outline?
____Have you written a script?
____Have you cast your PSA?
____Do you have the rights to all of the images/videos/music that you want to use?
___ Do you check out equipment: video camera, microphone, tripod (if needed)?
____Have you gotten permission to film where you are filming? (Not necessary if you are
filming on campus.)
____Do you have a production schedule?
Creators’ For Change
Public Service Announcement Video Project
Project Outline
7. Record your PSA:
● It is unlikely that this will be done in one day, please plan accordingly. Set aside a day to
run through the scenes, and then edit your schedule. Practicing will make it easier to
shoot the PSA in one take for the master shot. You will then need to get several shots
with different camera angles. You can set up and record from a script, storyboard or shot
list.
Creating an Outline
PSA TITLE (WORKING TITLE)
Consider giving your PSA a clever title that will make it memorable to viewers. Like the titles of
books or movies, PSA titles are important for engaging viewers. An engaging title can even
bring viewers to your presentation by itself!
Topic of your PSA:
Subcategories of your topic:
1. .
2.
3.
When planning your PSA, organizing the categories of facts, statistics, statements, and opinions
that you collect on your primary issue into subcategories lends structure to your final piece.
For example, if your primary issue is poverty, the content you collect might be organized into
categories related to poverty in Asia, Africa, South America, and the United States. Your content
might also be organized into categories by different indicators of poverty such as average
salaries, levels of education, access to technology, or number of hours worked.
In one sentence, summarize the main idea you’re hoping to communicate in your PSA:
.
Creators’ For Change
Public Service Announcement Video Project
Project Outline
Thinking through the primary purpose for your PSA early will help you make important decisions
about the facts, fonts, images and music into your final product.
For example: “After watching my PSA, I want my audience to know that life is very different in
developed countries than it is in developing countries.”
Every PSA is designed to persuade viewers to take action on an issue of importance. As a
result, every PSA must attempt to make viewers feel specific emotions. Thinking through how
you want your viewers to feel early in the planning process will help you make better choices as
you develop your final product.
Emotion you're trying to communicate:
Why does this emotion make sense to your PSA? Use supporting details.
GATHERING CONTENT
The most critical elements in any public service announcement are the facts, statistics,
opinions, and quotations that you choose to share with viewers. Without convincing content, you’ll
never be able to convince viewers to feel the same way that you do about your topic.
Use the following table to begin collecting content for your public service announcement.
Remember, to find content from each of the subcategories that you identified earlier.
Types of Content
When collecting facts and statistics, consider
crafting comparisons or cause-and-effect
statements. Remember to record the source
for all statistics that you gather so your viewers
can check your presentation for accuracy. Fact
and statistics will make up the majority of good
persuasive presentations.
Example: While 95 percent of the people in the
Your Content
Creators’ For Change
Public Service Announcement Video Project
Project Outline
United States can read and write, 21 percent of the
people in Burkina Faso can read and write.
(comparison
All public service announcements are designed
to be persuasive. Persuasion requires content
creators to share their opinions. Be sure to use
words and phrases connected to the emotion
that you’re hoping to communicate!
Examples: Poverty is devastating,
destroying families, and leaving children to
fail.
Quotations
from
recognized
experts,
international superstars, or the people closest to
your issue can be particularly persuasive.
Examples: “My greatest wish is just to
have a chance.—Maresh, age 5
Types of Content
Your Content
Facts / Stats:
Opinions:
Quotations:
Sources Used:
Sources Used:
Creators’ For Change
Public Service Announcement Video Project
Project Outline
Planning Your Catchphrase (tagline)
Catchphrases can be used to convince viewers to take action. Be sure to draft a few catchphrase
options and then select the best.
Use the following table to craft a catchphrase for your presentation.
Main Idea
Poverty is an issue we should
all care about.
Emotions to Convey
Sadness, shock, amazement
Catchphrase Options
Are you okay with that?
Poverty’s real. You can
help. Someone’s starving.
Your main idea:
Your emotions:
Your catchphrase planning:
Selecting Background Music
●
Like images, the music that you choose to include in your public service announcement can
communicate powerful emotions and ideas to your viewers. If you carefully select a quality
background track, you can reinforce the main idea of your presentation and engage
your audience at the same time.
Music Type:
Creators’ For Change
Public Service Announcement Video Project
Project Outline
Script Outline: Organize your notes!
Intro: (Tell what your topic is, including your hook!)
.
Body: (Reasons and facts why your topic is important)
Closing: (Persuade audience to take action / Call To Action)
.
Credits: (List sources and references, provide contact information) – Also credit the cast and
crew, and sponsors.
Sources:
Creators’ For Change
Public Service Announcement Video Project
Project Outline
How to Write a PSA Script
1. Capture your target audience by making the PSA relevant to them at the beginning of
the announcement. Show footage that relates to your story. Ask questions or make brief points
that will help the audience identify with the cause of your organization or event.
2. List the essential information your viewers need to know. Think about what you want
your audience to know, how they can get involved.
3. Encourage your audience to get involved. Choose words that describe how the audience,
or those benefiting from learning more about your subject will feel as a result of their
participation.
4. Call the audience to action. Do you want them to make a monetary contribution, attend an
event, join your school or volunteer their time? Maybe you want the audience to quit smoking or
teach their children to look both ways before crossing the street. Make it clear what you expect
the audience to do after listening to your message.
5. Read your script out loud and have someone time you. Some stations air only 10-second
public service announcements, while others will air 30- or 60-second messages. Adjust your
script accordingly.
CREW POSITION
FULL NAME
Director / Camera Operator / DP
Writer / Producer(s)
TALENT (CAST / ROLE)
1.
2.
FULL NAME
Creators’ For Change
Public Service Announcement Video Project
Project Outline