PUBLIC SERVICE ANNOUNCEMENTS

PEDAGOGICAL APPROACHES and ACTIVITIES
Periodically, governments wish to communicate with their citizens through the media to achieve a particular public policy goal. Classic examples might be public health campaigns to limit the spread of HIV and AIDS infection, campaigns to encourage the take-up of mosquito nets to reduce malaria, or literacy drives. These are known as public service announcements (PSAs).

Based on the examples included, discuss the meaning and purpose of PSAs. Explain how PSAs are different from commercial advertising. Brainstorm a list of issues addressed in PSAs that you have seen. Identify the various uses for PSAs in your region

Visit one of the following public service sites: (These are included only as sample resources to illustrate the activity described here. Other resources, appropriate for various regions, could be used instead.)
● http://www.un.org.za/public-service-announcement-on-the-effects-of-drugs
● http://www.unodc.org/unodc/en/human-trafficking/human-trafficking-publicservice announcements.html
● http://saloproductions.com/public-service-announcements/psa-samples.php

Examine a number of PSAs – print and video – and discuss the key features of each.
Identify key information and the main message being conveyed and analyze how they are presented. Consider both technical and creative strategies

Analyze the use of emotional appeal in various PSAs. Identify any claims being made by these PSAs and whether or not they are supported by facts. Analyze how the technical elements of the PSA reinforce its meaning or message. Explain the effects created through the use of various camera shots and angles. Explain how sound can be used to convey meaning

Teachers could ‘deconstruct’ a PSA from the samples in more detail, by creating a storyboard for it based on their viewing. They will need to view the PSA more than once, and the facilitator will have to pause the PSA on each frame so the teachers can document on their storyboard what they are seeing and hearing. Sample storyboards can be accessed at: www.storyboardsinc.com

Develop an original plan for a PSA for an important social or cultural issue. Brainstorm a list of possible issues to use as the basis for the PSA. Discuss the purpose and audience. This discussion will, in turn, help shape the message being conveyed. Consider the key information and main message that you need to convey

● Now consider who you want to reach and how. The information and message should be directed at a specific target audience
● On paper, describe the concept and develop a list of strategies that can be used to create the PSA. These can include creative strategies (the content ideas for the PSA) and technical strategies (the production component)
● Complete an outline for the PSA, including a statement describing the concept, technical and creative strategies, and the audience

ASSESSMENT RECOMMENDATIONS
The concept and plans for a PSA
The final product: the PSA as a media text – presentation and discussion