FINAL ADVOCACY PUBLIC SERVICE ANNOUNCEMENT (PSA) VIDEO

GUIDELINES:

Watch the sample PSA

https://www.youtube.com/watch?v=P0OJFWb2M48

Running Time: 1 minute

 Voice-over and sub-titles are required. Clarity of AUDIO and VIDEO contents will be graded.

 Show the gravity and extent of the problem.

 Show the victims of the problem.

 Explain the cause of your advocacy.

 Give a clear CALL-TO-ACTION (what you want the audience to do) . The PSA should request a
specific action, such as checking a Facebook page to get more information or texting a number
to give donation. You want the public to do something as a result of having heard the PSA.

 ALL THE MEMBERS in your group should be seen or heard in the PSA.

• the language should be simple and clear. Use the right "hooks" -- words or phrases that grab
attention -- to attract your audience. For example, starting your PSA off with something like, "If
you're a smoker between the ages of 16 and 60, you're more likely to die from lung cancer than
from any other disease."

• YOU ARE ALLOWED TO BORROW a few video clips and photos from online sources, but cite your
photo and video sources in the reference list of the FINAL ADVOCACY CAMPAIGN PLAN.

• You NEED to persuade the public that THERE IS A SERIOUS PROBLEM and that THEY CAN DO
SOMETHING ABOUT IT if they join or support your campaign.

ADVOCACY CAMPAIGN TITLE, MEMBERS’ NAMES AND THE ORGANIZATION’S LOGO SHOULD BE AT
THE BEGINNING AND AT THE END OF YOUR VIDEO.

Suggested Contents:
Ethos – Include a statement of support from a socio-civic group leader, student leader, celebrity,
government official, college or university administrator, religious group leader, etc.

Pathos – Tell a story that will appeal to your audience’s emotions, because the power of advocacy video
storytelling lies in the message delivered with emotion. (You may ask one of your “beneficiaries” to
narrate a part of their experience.)

Logos – Provide a clear picture of the problem. Use file videos for backgrounding of the problem.
(You may use photo animation, YOUR OWN ORIGINAL animated content, etc.)

Remember: A POORLY-MADE PSA WILL NOT ENCOURAGE THE PUBLIC TO WATCH IT OR PAY
ATTENTION TO ITS CONTENT, SO YOU HAVE TO PRODUCE A VISUALLY APPEALING PSA.

*Major grade considerations: visual appeal, clarity of audio and video, persuasiveness, originality*