1. CREATIVE WRITING 2

2. WHAT IS THE PURPOSE OF A PSA?

3. Not to get confused with PSB – funded by the public Commercials that last longer

4. Brief messages that advertise products, company names and services To modify audience behaviour and attitude Test audience > is it ‘positive towards...’ Raise awareness of specific social problem or social service agency Charity Event > developing audience empathy for people in need Clear behavioural objectives: appeals for help / money

5. To undertake RESEARCH into organisation or cause Research issues: aims and objectives, social, personal or political issues, ethical considerations, awareness of sensitivities around subjects Community resources and characteristics Access issues Existing comparable work Funding issues Opportunities for distribution and exhibition The Poverty Site – HomelessnessThe Poverty Site – Homelessness,Statutory Homelessness: Oct - Dec Qu2011, England, Homeless England: the statistics for your areaStatutory Homelessness: Oct - Dec Qu2011, EnglandHomeless England: the statistics for your area

6. Specify goal Match selling or promotional strategy to intended audience Decide on best strategy or format: types of expression and selling techniques Hard sell, soft sell, serious or humorous tone, a testimonial and/or dramatisation

7. WHAT EMOTIONAL RESPONSES COULD YOU TRY TO GET FROM AUDIENCES?

8. Emotional response: laughter, fear, crying, excitement, sympathy, sexy, expectations, anger, shock, curiosity Identify ‘intended audience’ – ‘appeal’, demographic What do they do for a living What kind of education have they had? Subjects of interest What books, film, TV or internet sites do they watch/read? – Common genre / style What hobbies and pastimes do they have? What life experiences have they had? What is their cultural background? – Ethnicity, social class or even disposable income

9. Emotional responses: laughter, fear, crying, excitement, sympathy, sexy, expectations, anger, shock, curiosity Identify ‘intended audience’ – ‘appeal’, demographic What do they do for a living? What kind of education have they had? Subjects of interest What books, film, TV or internet sites do they watch/read? – Common genre / style What hobbies and pastimes do they have? What life experiences have they had? What is their cultural background? – Ethnicity, social class or even disposable income

10. WHAT COULD YOU DO TO MAKE SURE IT ‘APPEALS’ & ‘PUTS THE MESSAGE ACROSS’ TO INTENDED AUDIENCE? NZ Anti-Dri nk Driving Commercial - Legend NZ - Mate - You're a bloody idiot Waiting For Superman | Shock & Awe Public Service Announcement US (2010) What emotions do these provoke?

11. Simple name repetition Use of ‘song’ with catchy phrase Close to the Edge Slogan or jingle

12. Clear, succinct, concrete and active No time for wasted words that distract attention from the central point Concrete nouns, adjectives and verbs

13. Climate Change: Tomorrow's Climate is Today's Challenge Bullying – Tell Someone What Does a Person Deserve? - Ken Kimmelman http://www.nationalarchives.gov.uk/films/