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.