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?”