Franco Scarcello
WfMM
Alex Bordino
9-16-2014
PSA: Alcohol
Abuse
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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.
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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.
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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.
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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.
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The Content:
The content will consist of actors
simulating consequences of alcohol abuse.
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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.
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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
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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
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