A PowerPoint on how to create public service announcements.

1. PUBLIC SERVICE
ANNOUNCEMENTS
Using media to influence public opinion and behaviour
Laura Kirby-
McIntosh, O.C.T. ©
For classroom &
training purposes
only
Do not reproduce
without permission

2. WHAT IS A PSA?
A type of advertisement featured on
television, radio, print or other media.
Whereas the objective of a standard
advertisement is to market a product,
a PSA is intended to change the public
interest, by raising awareness of an
issue, affecting public attitudes, and
potentially stimulating action.
-Wikipedia

4. WHO MAKES PSA’s?
 Usually made by a non-profit organization such as:
 The Red Cross
 The Humane Society
 World Vision
 Amnesty International
 Sick Kid’s Hospital
 The Daily Bread Food Bank
 United Way
 The Canadian Government (and/or provincial and municipal governments)

6. WHAT ARE THEY ABOUT?
 The ads are frequently about:
A social issue of significance (i.e. drinking
and driving)
A medical condition (i.e. Alzheimer’s)
An organization that is working on an issue
(i.e. Amnesty International)

8. 1. PICTURE YOUR TARGET
AUDIENCE
1. Determine who your real audience is.
Are you targeting your ad at adults,
teens or kids?
2. Think about their needs, interests and
turn–offs. If you were speaking to them
in person, what would you say?
3. Speak to your target audience using
words and images that they are familiar
with—don’t speak over their head, and
don’t speak “down” to them.

10. 2. DETERMINE YOUR OBJECTIVE
 Are you trying to:
Create awareness of the problem;
Share information;
Promote behavioural change;
Raise money;
Ask for a change to an existing law?

12. 3. GET THEIR ATTENTION
 Use creativity, humour, or surprise.
 Take an image and do something
unexpected with it.
 Be careful with graphic images and scare
tactics, though—they can backfire, and
turn your audience away from you.
 NOTE: be aware of copyright laws don’t use images
that aren’t yours unless you have permissions (Check
the website www.creativecommons.org to be sure )

14. 4. Ask for action—but make it
something anyone can do
 Have ONE clear objective- what action do
you want?
 Remember: changing a behaviour is VERY
difficult.
 That’s why preventative campaigns are
much more effective (eg. Never start
smoking vs. Quit smoking )

16. LET’S REVIEW
1. Target your audience
2. Determine your objective
3. Get their attention
4. Ask for action

17. 1. http://www.psaresearch.com/index.html
2. http://www.cca-kids.ca/psas/index.html
3. http://www.media-
awareness.ca/english/corporate/media_k
it/psas.cfm
EXTRA RESOURCES