PSA

7 Step Analysis

Domestic Abuse PSA

1.       Problem – Domestic abuse is a current problem in today’s society. On average, 24 people per minute are victims of rape, physical violence or stalking by an intimate partner in the United States — more than 12 million women and men over the course of a year.

2.       Target Audience – Men and women in relationships who have experienced or feel that they are at risk of experiencing domestic abuse. 

3.       Objective – To show the negative effects that domestic abuse has. To show that once signs and actions of domestic abuse occur, they will not change, rather get worse.

4.       Strategy – Show the progression of domestic abuse and to show that those  who experience domestic abuse are not alone.  Get the message across by shocking the audience with images of the effects of abuse. Be both informational and motivational.

5.       Content – Will show progression of  an abusive situation getting worse over time. Will have text providing statistics of domestic abuse and the importance of getting out of the situation. Images will be used to shock the audience while the statistics will be used to show that those being abused are not alone.

6.       Commercial

7.       

Want to drive home the message that domestic abuse can lead to death if not dealt with by showing a young girls decline in health in an abusive situation. 

  Show a young 20-25 year old girl attending her college class, going to the mall, going for a walk, etc. On the first day she has a scratch under her eye, the next a black eye, the next day a sling on her arm. And finally show her body in a hospital bed hooked up to a breathing machine in a coma and show the doctor pulling the plug. After this show text about how many cases of domestic abuse occur and how many can lead to death. Punchline: “It doesn’t get better. You are not alone. Call - -  - - - - - -                              .”

Logline – 24 people per minute are victims of rape, physical violence or stalking by an intimate partner in the United States — more than 12 million women and men over the course of a year. You are not alone.

Treatment – We see a 20-25 year old girl sitting in class smiling. Cut to the next day and we see her sitting in class with a visible red scratch under her eye. Cut to the next day and she is at the mall with her friends and she has a black eye. We see her friends asking her what happened but the voices are not audible. Cut to the next day and she is at the fair with a sling on her arm looking noticeably upset. Cut to her trying to cover a bruise on her face with make up and not being able to and she has to stay home from school. Her friends call and ask her why and she does a fake cough and says shes sick. When she hangs up we see her stare at herself in the mirror.  Suddenly we cut to her laying in a hospital bed in a vegetative state and  all we can hear is the sound of the machines keeping her alive. As her family members stand around her we hear nothing but the flatline of her heartrate. With the sound of the flatline still audible we superimpose the text: On average, 24 people per minute are victims of rape, physical violence or stalking by an intimate partner in the United States — more than 12 million women and men over the course of a year. And then the words “ It doesn’t get better and you are not alone.  Get out while you still can.“ Help is avaialable – call - - - - - - -  -.

7-step PSA

Vincent Yodice

7-step PSA

 To stop youth gambling, which is steadily rising in the US

“How much money is your future worth?”

1.Gambling- gambling among youths is rising in the US. Kids ages 12-18 who illegally gamble has risen substantially in recent years. Teenagers who start gambling before the age of 21 are 3 times more likely to become compulsive gamblers during adulthood, according to Michigan.gov

2. Target audience- is youths and teens ages 12-18, mostly middle school and high school kids. The emotional target is kids who gamble to fit in with their peers. Kids may be influenced to gamble by their friends, older siblings, fathers or other adults who they try and imitate.

3. Objective- To make kids understand the risks of gambling and betting and how it can affect you financially, emotionally, and socially. Another objective is to show how dealing with bookies can be dangerous, because the target audience may be dealing with bookies considering its illegal for them to be in a casino.

4. Strategy- Fear tactics will be used in turn to scare kids into not gambling. The goal is to make kids understand that gambling may seem to be in your control, but it can easily slip.

5. Content- The announcement will show kids about the dangers of gambling through visual concepts, along with an emotional attack on the audience. In other words, the audience will be able to relate to the on screen or audio character and put themselves into the situation and feel that this could be a realistic problem for them.

6. Medium- TV commercials, radio spots on popular stations, and Youtube ads for 30 seconds. Youtube ads are important because the target audience use this website and ads cannot be skipped.

7. Concept- The concept for the PSA will be a kid aged 16 frantically pacing around his house. You can clearly see that he is shaken up. Hes receiving multiple texts from a guy named “Mike". He starts calling his dad, but cannot reach him. He leaves a voicemail saying that he really needs money again, and that he’s sorry but if he doesn’t pay he’s going to be in trouble. Before he can end the call, theres loud knocks and bangs at the door. The screen goes black, and the slogan “How much money is your future worth?”

PSA 7 step

Matt Cahill

7 steps

1.     Communication problem- People don’t realize how much damage they can do to themselves and their loved ones. It starts off as a hobby than breaks family’s apart. People get the thrill of winning and can’t stop themselves anymore.  Usually when this is going on no one has a clue the person has a gambling problem.

2.     Adults 21 and over- Focus on the legal age of being allowed into the casino. When targeting these adults no one is going to admit they have a problem. Once you make them realize what their problem can do to them and their families, they don’t think it is that cool to gamble anymore.

Psychographics- This age group thinks they know everything so we have to pound the facts about how gambling is a terrible thing. Show a little clip of how someone has everything they want and all of a sudden they hit a bad streak in gambling and have no more money to support their family just because of their actions.

3.     Objective is to get the point across that gambling can only end bad. Basically scare the audience and make sure they know what they can lose. This is to re-ensure the audience that its not about just gambling it is when you are addicted to the feeling of winning is when you have a problem.

4.     Strategy- We want to show clips on how even professional athletes can let this feeling get to them and ruin their lives. Also give them the message, you need to know when enough is enough and stop losing your hard earned money. The goal in life is to be successful and you don’t want to spend your money on a “chance” of winning more.

5.     The Content- Especially 21 year olds think they are invisible and that nothing can ever go wrong. We would show them the statistics of how much money people lose in a year in gambling and that should wake them up a bit. Then show how many people are in debt for a long time just because of a couple of bets.

6.     Medium- This message would have to be visual because the message gets across when people actually see the damage being done to people.  Audio would not work because you can just tune it out, a visual you’re going to have to watch it.

7.     Creative Concept- I would like to do a commercial on how one man is winning all this money and all of a sudden he is down to his last dime and looks like shit. Another would show how a family is leaving because he lost all the college funds and money to support the family. One last thing would be a quick saying, “There is a reason why casinos are so successful, because people with problems are throwing all their money away each and everyday.” 

Treatment- The creative Concept is for the audience to just realize how much damage you can do to your loved ones just by this little problem. I want these commercials to show how quickly this problem can begin and how hard it is to stop. Another one can be with real life people that had gambling problems. Have them say something of how bad their experience was with gambling. Tell the audience how they messed up their relationship with people and all they can worry about is gambling. This will show the audience ho serious of a problem this really can be and it is a bad habit to get into. Another example can just show someone at a casino losing all there money and at the end of the day he calls his wife explaining what he lost and the wife packs up her stuff and the kids. Then the man is just lost.

7 Step & Pitch for Alcohol Abuse

Franco Scarcello

WfMM

Alex Bordino

9-16-2014

PSA: Alcohol Abuse

The Communication Problem: The problem that will be communicated in this PSA campaign is that alcohol abuse and associated consequences are among the leading causes of death and injury around the world. Too many individuals drink uncontrollably and don’t understand the consequences.

The Target Audience: Here is the intended target audience: Demographics: Anyone age 12 and up who has either begun to drink underage, has been drinking in excess since legality, or who has been thinking about drinking irresponsibly. Psychographics: The young (underage) people we’re targeting tend to drink in excess/irresponsibly to impress friends, to have “fun”, or to seem more adult-like. The adult (of-age) drinkers that we’re targeting are people who “drink away their problems” and/or drink due to the aforementioned causes.

The Objective: The first half of the objective is to give information about the dangers of overconsumption and irresponsible abuse of alcohol. The second half of the objective is to make the target audience feel guilty and encourage healthier, safer behavior.

NEXT PAGE The Strategy: The strategy is to simulate and communicate negative situations that stem from the misuse of alcohol. By making the situations feel real and believable, the effect will, in turn, be real as well.

The Content: The content will consist of actors simulating consequences of alcohol abuse.

The Medium: Unfortunately, this campaign will be hard to translate into the audio world considering it relies heavily on the combination of audio and visual. However, if special consideration is taken during writing, some concepts can be converted to audio only.

The Concept: Concept A) A middle aged man who spends all night drinking over an apparent demotion at work gets in his car and immediately hits children playing in the street. Concept B) Teens drinking at a party decide to race their cars when one of them crashes, killing everyone but the driver. He is left to live with that haunting memory for the rest of his life. Concept C) A 30-something year old man sits in a doctor’s office quietly while the doctor reviews his charts. He is heartbroken and grief-stricken when the doctor reveals he has early signs of total liver failure. Concept D) A father is drinking with his buddies at a pool party. It is apparent that they’re old college friends who share fond memories of drinking heavily. They decide to try to relive those days. During their trip down memory lane, the father’s 2 year old falls in the pool. However, he is too busy playing drinking games to notice and the child drowns. CONCEPT C – Treatment & Such

Concept C) A 30-something year old man sits in a doctor’s office quietly while the doctor reviews his charts. He is heartbroken and grief-stricken when the doctor reveals he has early signs of total liver failure.

Treatment:

Interior doctor’s office, a young (around 30 year old) man is sitting in the usual hospital wardrobe. He looks worried, very worried. The camera cuts to his overly sad eyes. Just then, a flashback occurs where we seem him getting into countless arguments with a girl, which end in him taking swigs from a whiskey bottle. Then back to his eyes, slightly dampened by tears. Then another flashback occurs, this time to his boss firing him for being drunk on the job. His answer is of course drinking, slumped up against his car in the parking lot. Then we see his eyes again, completely engulfed with tears.

The doctor walks in, staring at his clipboard with a worried look on his face. He lowers his clipboard, and begins to tell the patient that he is showing early signs of total liver failure. He apologizes, and then leaves the room to get the patient further information.

The patient begins to weep. He proceeds to curl up into the fetal position on the examination bed, lost in his thoughts. The camera loses focuses, allowing text to be easily seen on the screen. It simply says this:

“Alcohol is never the answer”

A voice over then says:

“Please Drink Responsibly.”

On the bottom of the screen, an alcohol abuse help hotline number appears.

END

7-Steps for Recycling

 1.     The Communication Problem

a.     Adults do not care or simply do not want to take the time to recycle. People have become increasingly lazy or too preoccupied with other aspects or their lives. They are, in most cases a lost cause. Children are more open to new ideas and can be taught to care and take the time to recycle.

2.     The Audience

a.     Our target audience is primarily children.

                                      i.     Demographics: Our focus is an age group between Kindergarten and High School seniors.

                                     ii.     Psychographics: Children at such young ages are very impressionable and can adapt to ideas or practices quicker than adults. If taught from such a young age, the practice or recycling will become second nature.

3.     The Objective

a.     The objective is informational and emotional. By illustrating the negative effects littering has on the planet and how recycling can save everything, we can train a new generation of people to care and pass on this understanding to the next generation.

4.     The Strategy

a.     Children today watch a lot of television and movies and often choose a character as someone to look up to. We can use a superhero character to kids how important it is

5.     The Content

a.     A group of children playing on a playground with a superhero. The superhero notices someone litter but he is unable to recycle to item. The playground begins to suffer from the effects of littering. Once he receives help from the children, they are able to recycle and save the day. We teach kids that they can be superheroes too by recycling and saving the planet.

6.     The Medium

a.     This message is visual.  For the most part, children react better to what they can see on television, than to what they hear on the radio or see on a billboard.

7.     The Concept

a.     Children are playing in a playground. They all form a circle around a baby Groot, from The Guardians of the Galaxy movie. As they play, a fiendish looking man passes by and throws a bottle on the ground. Baby Groot notices and tries to recycle but he is too little to carry the bottle. As the weight of the bottle begins to take a toll on him, we see the playground slowly start to decompose, until a child comes to help Groot. When the child properly disposes of the bottle, the playground returns to its beautiful look and Groot turns into his adult hero form. He says, “we are groot,” signifying that together we can all be heroes and save the Earth.

Bullying 7 Steps

Seven Step Method

Hazing

1.     Define the Communication Problem:

a.     College kids or incoming college students want to be accepted by others and are willing to do almost anything to do so not realize that they can be bullied, even at their age.

2.     Define the target audience:

a.     Boys and girls who are either entering college or in the first years of college. At that age, people do not usually look at hazing or being treated poorly as bullying sometimes, mostly when they will do mostly anything to fit in.

3.     Define the Objective:

a.     The objective is to have people realize that it may not seem like you are being bullied at the time, but sometimes throughout the process of hazing there are many times that people lookover things because they don’t see it as a form of bullying since they are willing to do anything to get in. Make it known that bullying doesn’t have an age limit.

4.     Define the Strategy:

a.     Use real life examples of things that have been done during hazing so that it doesn’t seem unrealistic or have people saying, “that’s not what happens” or “that would never.”

5.     Define the Content:

a.     The content of the PSA is that hazing is a form of bullying that has been overlooked until recently. The PSA will show that at no matter what age, what sex or where you are, bullying exists in many forms.

6.     Define the Appropriate Medium:

a.     Commercial

7.     Create the Concept:

a.     Group of males that are all wearing their Greek letters on their shirts. They are making another male steal something or do something that they are unwilling to do. As they are doing those acts, the people are screaming words that downgrade him or make him feel lessen. The audience can tell that he doesn’t want to do it and knows that it’s bad but doesn’t want to loose out on the chance of being in the frat. Then at the end, it says “What they are making you do, says a lot about how much they care about you. The bullies on the playground are now in sororities and frats in college - don’t stand for it.”

b.     A girl is standing in a bathing suit in front of the group of the sorority girls. As she stands there, they are circling everything that is wrong with her body and all of her flaws with a permanent marker. The girls are all giggling and laughing telling her all of the flaws that she has and that she isn’t good enough to be part of one of the “sisters.” The commercial will end with “Do you really want to be part of a ‘family’ like that? The bullies on the playground are now in sororities and frats in college – don’t stand for it.”