Public Service Assignment
Eng 1DI/W Media Unit
In groups of 3-4, you will design a Print Advertising Campaign responding to a social
issue. Your group goal will be to “change someone’s mind about a issue or stereotype
in society. Your group will design a persuasive advertising campaign referred to as a
Public Service Announcement or PSA, aimed at delivering a message.
Purpose: to raise the consciences’ of the public to an important idea or concept-usually
seen as being created for the betterment of our society.
Target Audience – your peers
Advertising Campaigns, featuring Public Service Announcements have been
successfully been used to convey specialized messages such as ‘Stop Smoking’ or
‘Say No to Drinking and Driving’. However the success rate of these ads among your
age group has observed to be low. These ads seem to lack the cool “sick” factor. As
teens you will tailor your message to this challenging specific target audience: Teens
talking to teens ages 9-21. Consider what would appeal to you—it may or may not
appeal to other teens. The concept or theme: ‘Changing Perceptions”, is the product
that you are selling to your target audience.
Part A – Getting Started
1. Define the word slogan as it is will be used for your project. Use a dictionary.
Slogan:________________________________________________________________
______________________________________________________________________
________________________________________________________________
2. Define the word Logo as it will be used for an advertising project. Use a
dictionary.
Logo:
______________________________________________________________________
______________________________________________________________________
______________________________________________________________
3. Brainstorm with your group to come up with a catchy Slogan. You will use this
Slogan to inspire an Advertising Campaign that will illustrate your message. What type
of PSA (print or video) will be effective for reaching your target audience?
4. Complete the group proposal handout and hand it in to your teacher by next class.
PART B – Choosing your Print resources
In your Advertising Groups, you will select 1 large or 3 smaller specific Advertising
Assignment (s) from the following list or suggest your own original campaign. Your
Advertising Group’s choice(s) will explore your chosen theme Whether you choose 1
large piece or 3 smaller pieces to complete, your campaign will depend o the type of
challenge that your group undertakes. Your Print/Video/audio/Performance campaigns
could be used to encourage personal health and safety, the environment, or another
social issue that you see a need for a change in attitude.
THE PRINT ADVERTISING CAMPAIGN

Your Print Campaign should contain 3 individual, different and printable but
related and integrated designs pieces, which when seen as a whole/combined,
will form your dynamic Advertising Campaign.

You may design a Print Advertising Campaign-You may use Photoshop and
produce your Campaign in soft copy or in hard copy.

Think Words and Images to illustrate your story. You may draw, collage,
photograph or follow your gut in the choice of still images-COPYRIGHT FREE
IMAGERY ONLY-cite please. You will incorporate your original slogan in the final
products. You may also incorporate a repeated image of your original Logo or
image to represent ‘difference’ in your campaign. Think Nike Swoosh.

You might choose any 3 of the following pieces: Posters, Billboards, Brochures,
Hand-bills, Computer Pop-ups, a Trading Card Deck and Game/board/rules/
accessories or suggest your own…

Evocative Instrumental Music could also be a choice-with Teacher Permission.
PSA Planning Form for a Group Advertising Campaign.
1. Who are your Advertising Company Members? What are their personal
strengths: artist writer, creative ideas person, musician, photographer, researcher,
animator, or organizer/manager, videographer etc?
2. What equipment do we need to accomplish our goals and what supplies are
required? List below.
3. What is your chosen genre/type/category of Adverting Campaign?
Select 3 print or static visual material: Poster ( ), Greeting Card ( ), Billboard ( ), Screen
Saver ( ), Trading Card ( ) Bumper Sticker ( ), Button ( ) Other ___________
4. Describe the misconceptions/attitudes about your issue/target group. 4 points
5. Explain the truths or realities that you wish to emphasize so that the myths are
unlearned: (you can point to facts, consequences, or feelings that affect the target
group or issue) 4 points
6. Persuade me/Sell you group’s Concept:. Explain why your group believes that
this campaign would be successful, when others have not been for this Target
Audience.
7. Write out your Group’s Original Catchy Slogan: Remember that ‘less is more’
when it comes to Advertising Slogans-emphasize the memorable aspect of your
slogan
8. Write a detailed proposal for your Advertising Campaign, as a whole, as well as
reflecting or outlining the entire individual parts of your Campaign. Be sure to
include a division of labour – including what needs to be accomplished, timelines
and other group collaborative efforts. Brainstorm your concept below and then
type a final draft.
Differentiated options
CHOICES FOR A NON PRINT ADVERTISING CAMPAIGN
*Please remember that creating an original animation and/or video—editing is a very
time consuming and will demand great co-operation and team work from your
Advertising Team members. Also remember that your group must provide the
necessary technology to accomplish your campaign objectives

An Audio and or Video Campaign may also be selected. Keep it rated G rated or
E for Everyone!

A Video Campaign may be a choice of 3 short -20 second messages –with audio
and video, or one long form Public Service Announcement -2-3minutes-Live
Action or Animation. Make your message Viral-Think U-tube or vimeo.

Remember that Animation is time consuming and video demands great cooperation amongst your Advertising Company Members.

You may also choose to create a series of 3 meaningful and thought –provoking
messages through music and voice in the form of 30 second radio
announcements which will be created to tell the over-arcing story-line of your
message. Your Audio pieces, like your video pieces should be able to stand
alone and yet when heard together will constitute a connected campaign –One
message repeated 3 times for impact and story development.

You may also choose the option of producing a song of any genre, which like the
message or protest music of the 60’s reflects your meaningful message.
PSA Rubric
Group Names____________________________
Overall Planning and In class Process
Proposal form details
Explanation of Purpose/Targets – creative ideas to fit a specific goal
Clear vision of campaign/ evidence of collaboration and creativity
Met timelines
/5
____/10
Oral Explanation of Campaign
____/5
Introduction to your topic purpose and format
Consideration of audience/Evidence of Collaboration and a unified theme/logo
Explain the truths or realities that you wish to emphasize so that the myths are unlearned.
Knowledge and Understanding
___/5
Clear purpose and specific message to the target audience
Informative – appeals to emotion or importance of the cause/social issue
Creativity and Original slogan (idea, product, pitch, appeal to target audience)
RUBRIC Print Campaign
Features – Visual appeal/ Media application of Layout
- Clear Unified Main Slogan/Message identified
- large dominant image is prominent, effective use of pics and graphics
Use of boldface headings &/or bullets simple phrases in three fonts or less
- Easy to read (poster readable from 6 ft/12pt font on brochure)
- a logical eye flow from image to text & through the phrases – logo bottom R
- Background is a light/calm colour, Use of white or empty space
- Unified logo of your campaign (Found on all three print pieces)
- Professional creative product – evidence of time and polish, free of text errors
OR
Total
____/25 x3=_____
RUBRIC Film Campaign
Features- text/voice/image and presentation of ideas
- Clear Unified Main Slogan/Message/logo identified – (across all products)
- Video shows commitment to the cause–compelling & compassionate PSA
- Tone and voice convey emotions and/or enthusiasm
- Actors exhibited poise, confidence, and personal style during delivery
- Audio and visual is clear and loud enough to be heard
- Backgroud music blends with the PSA’s message
- Original and creative script – collaboration with peers,
- Professional creative product – effective & appealing tone and mood
- Effective use of Camera angles, editing, symbolism, text & graphics
& follows copyright guidelines (closing credits)
- includes a clear concluding message what does the audience need to do next?
Total
/5
/3
/3
/2
/2
/2
/5
/3
/5
/5
/5
/5
/5
/5
/5
/5
/5
/5
________/50
-