Public Service Announcements “Combining words and images to...raise awareness and marshal the public into civic action.” “What you see can be as important as what you read.”

ANATOMOY OF A PSA 1) Attract attention and generate interest: the headline and visual images 2) Provide reasons: the body 3) Call to action: the conclusion

Memorable Phrases “Only you can prevent forest fires” “We can do it!” “You could learn a lot from a dummy” “Take a bite out of crime” “A mind is a terrible thing to waste” “Friends don’t let friends drive drunk”

Typography – Letters as Images Angry ANGRY

Getting People’s Attention!!! “Most people do not set out to read ads, especially ads with lots of copy. The challenge for the designers of public service ads lies in making messages about “what’s good for you” interesting reading”

Choosing the Appropriate Tone Sombre, Humorous, Somewhere in Between? “The writers and designers workings on PSAs have a clear sense of who their intended audience is before they start to think about how to deliver the message”

Words and IMAGES “Designers work on words and pictures simultaneously. Each is important in creating meaning in advertisement. Good text will not have appeal without good design that attracts attention...The design of a PSA motivates people to read the text.”

The Power of Images

Poetry and Advertising Copy Metaphor and Similes: “A sudden stop and your unbuckled toddler becomes a 35lb missile.” Alliteration: Hopeless, hungry, hidden Hyperbole: “You can become a superhero by taking 20 minutes to become a blood donor.” Repetition, rhythm, and parallel sentences: “Freedom. Appreciate it. Cherish it. Protect it.”

Choose Your Medium -Print (Newspapers, Magazines, Pamphlets, Newsletters, etc.) -Video -Radio -Posters, Billboards, Public Art -Internet ( , blogs, Youtube)

The Pitch Letter -Write to a specific person at an organization -Keep your letter brief -Make sure your copy is clean -Focus on what you can offer the organization -Remember that your reader is an expert. Don’t tell them what they already know -Use fresh, lively language and not bland instructions -Be specific when you present your concept -Explain how your idea draws upon research -Be clear about what you want the person to do