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 - - - - - - -  -.