1. Powerful PSAs Sending a message meant to change behavior in 60 seconds or less

2. Examples http://www.adcouncil.org/Our- Work/The-Classics/I-am-an-American Save My Oceans: Use Less Plastic http://www.youtube.com/watch? v=tK825QV-nZ0 Humane Society: I want… http://www.youtube.com/watch?v=rskFaiDI EwA

3. Questions to Ask When Watching Is there a product (or a company) being promoted? Is the campaign asking me to change my behavior in some way? Who paid for this spot? Are they a non-profit? If I give the promoter money do I get something for it, or is it a donation? Did I learn something from the spot? Can I verify the information?

4. Examples BP: Gulf Coast Update http://www.youtube.com/watch?v=hoOfIR4Vk1o Clean Coal: I Believe http://www.youtube.com/watch?v=B2dpBl7VI2g A PSA and an advertisement are very similar. The difference; intent, funding, and who benefits.

5. Questions to ask when planning Who is my target audience? What behavior am I hoping to change? What information do they need? What is at the heart of the matter? What style will appeal to my audience & fit the topic?

6. Who is your group going to speak to and why? Decide the WHO Choose something worth doing, something that is backed up by research. Decide the WHAT Create a clear message using a narrative, style, production methods, music… all the aesthetic decisions. Decide the HOW