Franco's 7 Step

Franco Scarcello

7-Step: Anti Smoking

The Communication Problem: There are many people who smoke, or who are planning on smoking, that do not realize the dangers of smoking. Despite many ad campaigns and school programs, the message that smoking is harmful is not sticking.

The Target Audience: The target audiences for this particular PSA Campaign are: 1) Pregnant Women – Those who are pregnant or planning to become pregnant. 2) Preteens – Those who are transitioning into becoming teens, when many habits begin. 3) College Students – Those who are at any point in their college careers. 4) Adult Addicts – Those who are adults who have begun smoking or have been smoking their whole lives.

The Objective: The objective of this PSA Campaign is to inform those who smoke about the effects smoking has on their particular lives. It is not motivational, because that tends to lead to mixed messages, but is instead intended to change the minds of those targeted entirely.

The Strategy: The strategy that will be utilized is shock and guilt. The effects demonstrated in these PSAs will shock our target audiences. They will feel guilty for smoking and/or thinking about smoking and will use that as motivation to stop.

The Content: 4 different individuals (who have had smoking affect their lives) representing each of our target audiences will be interviewed.

The Medium: The message we will be communicating will be equal parts visual and aural. The PSAs will feature content that can be easily used for both television and radio.

The Concept: There will be 5 PSA’s: One for each individual and a final PSA featuring all 4 of them. Although each will have its own concept, all 5 will have the basic health effects thrown in at some point. Pregnant Women – This PSA will focus on the effects of smoking on unborn children. Preteens - This PSA will focus on smoking being bad and preteens losing their friends. College Students – This PSA will focus on the money wasted on smoking and the health effects causing smokers to drop out of college. Adult Addicts – This PSA will focus on losing families and early termination. Collective – This will be a PSA on smoking ‘s harmful effects in general.