A. PUBLIC SERVICE ANNOUNCEMENTS
A public service announcement is an advertisement that a television or radio station airs for a cause or a charity.
The objective of a public service announcement is to educate and create awareness of significant social issues in an effort to change the public’s attitudes and behaviours and stimulate positive social change.
Public service announcements (PSA's) can be utilized in three mediums:
· Newspaper (print PSA's);
· Radio (audio PSA's); and
· Television (video PSA's).
Techniques Used in PSA’s
• Humour. Humour tends to catch one’s attention, especially for kids and teens, but humour may trivialize serious issues. Sometimes irony (or in its extreme, satire) can be very effective in conveying an important message.
• Shock treatment. Such campaigns provide a realistic look at an issue, but may turn people off entirely because of their graphic nature. Also, broadcasters may be reluctant to broadcast PSA’s they feel may be too controversial.
• Preaching. This technique involves an individual or group pleading with an audience for greater awareness of the issue. Note: there’s a fine line between earnestness and appearing to be patronizing.
• Using a celebrity. Celebrities do get favourable attention, but sometimes people are so distracted by the celebrity they forget the message.
Hey, students! Are you concerned about violence at school? Do you know of students threatening to hurt or bullying someone? Well, there’s something you can do about it. Just call 1-866-SPEAK-UP to report a threat. The call is free and completely anonymous. If you know about a student threatening violence, don’t take chances, call 1-866-SPEAK-UP. That’s 1-866-SPEAK UP. It could be the most important call you’ll ever made.
A posters is an informative and decorative way to attract the attention to the information it contains. It is usually displayed in a public place. It is often decorated with designs or illustrations.
Here are some ways to use posters in a literacy program :
• To advertise events or products;
• To display information or instructions; and
• To each about some kinds of information
You will create a Public Service Announcement poster that will address the issue in the following way:
· The topic is simple and clear.
· The PSA gets attention and is eye catching.
· It includes a slogan and a visual that is memorable.
· The PSA is creative and entertaining.
· It provides accurate information on the topic’s importance.
· The PSA effectively reaches its target audience.
example of PSA posters :
- example of dialogue picture :
-> References :
Public Service Announcement (PSA) for grades 6-12
Angelica Allende Brisk, Cambridge Media Arts Studio (original author); Ana Caldeira, Somerville, MA High School, Tobe Stromberg, Cambridge (MA) Rindge and Latin High School, Candace Dunlap, TERC (editors)Author Profile
Content/concepts goals for this activity
The PSA lesson assignment allows students to choose from a wide range of climate change topics and questions. Here are some examples of key questions they can address with their PSAs:
- What is climate change?
- What causes climate change? Are humans responsible?
- What are the impacts (current and predicted) of climate change at global, hemispheric, regional and local levels?
- What is the evidence for climate change?
- How do scientists "know what they know" about climate change?
- What actions and policies can be taken to adapt or mitigate for climate change?
- How can we use a PSA to motivate people to change?
Higher order thinking skills goals for this activity
PSAs rely on a number of higher-order thinking skills including:
- Research, analysis and synthesis of complex climate science content, data, images and ideas
- Collaboration with other students
- Using twenty-first century communication skills
- Using compelling story telling, metaphors and images to deliver a message
Skills goals for this activity:
When creating a PSA, students learn and apply the following media skills:
- Background internet research from vetted sources
- Pitching a PSA proposal to peers
- Storyboarding and script writing
- Filming and video production
- Researching and importing audio and video assets
- Collaborating on pre-planning, production and film screening
- Critiques (peer review) of others work
Context for Use
The climate change PSA lesson is suitable for students in middle school and high school. Examples of content areas that are natural fits for a climate change PSA include:
- Ecology and environmental science
- Weather and climate
- Earth Science
- Media Studies
- Societal issues
Skills and concepts that students must have mastered
The PSA activity may be more meaningful for students if they have previously had some background in climate science and media production skills. However, creating a PSA can serve as a powerful vehicle to learn important climate science content knowledge and media skills regardless of prior experience.
How the activity is situated in the unit or course
The climate climate PSA project is well suited for a culminating project to a unit of study. Alternatively, a unit on climate change may be structured around creating the PSA. In this approach, the student's ability to research, evaluate, organize and structure climate science information in order to create the PSA becomes the primary focus for assessment.
Description and Teaching Materials
The climate change PSA lesson follows a sequence of activities. Some of the activities can be done for homework. Pre-teaching climate change science content will differ from class to class based on age and needs.
In groups, students will:
- Identify a climate change topic
- Do the research and craft a PSA message
- Identify visuals and sounds to use on PSA
- Draft a storyboard and script
- Pitch the PSA draft to the teacher and peers
- Create a production plan and present it to the teacher
- Film and edit the PSA
- Show rough cut to peers for feedback (optional)
- Present final PSA to peers for a critique
Materials and resources:
CAM PSA Project Handout for Grades 6-12(Microsoft Word 2007 (.docx) 660kB Dec5 13)
CAM Storyboard Template(Microsoft Word 2007 (.docx) 558kB Dec3 13)
CAM Shot List(Microsoft Word 2007 (.docx) 552kB Dec3 13)
CAM - Powerful PSAs(PowerPoint 745kB Dec3 13)
CAM Before You Tape(PowerPoint 24.7MB Dec3 13)
CAM Field Production Cheat Sheet (Microsoft Word 2007 (.docx) 1.1MB Dec3 13)
CAM Peer Review Form for Video Projects(Microsoft Word 2007 (.docx) 111kB Dec3 13)
Teaching Notes and Tips
Teaching Tips and Notes:
- Creating a climate change PSA is very student-centered which puts you in the role of facilitator.
- Familiarize yourself with the two PowerPoints and the handouts. The CAM PowerfulPSAs PowerPoint has links to five PSA videos that form the basis of class discussions in the pre-production phase. You will use the CAM Before You Tape PowerPoint to review tips on shooting techniques (ex. Rules of Thirds, lighting, sound etc.)in the beginning of the production phase.
- Review the project's student handouts and the rubrics with students before they begin pre-production.
- Make sure you spend enough time understanding the equipment and software you will be working with before beginning the PSA lesson.
- Check in with students often to ensure that the science they are presenting is scientifically accurate and rigorous enough for their age group. There are multiple times during pre-production when you can check-in with students to assess whether they are on-track in meeting their learning goals. For example, reviewing students' storyboard and script will allow you to ask clarifying questions and uncover any science misconceptions before the PSA is done.
- Students should critique each other's work respectfully and with a collective goal of having all projects in the class be strong. When critiquing other students' work, students should explicitly acknowledge excellent work by their classmates. Make sure you review ground rules for critiquing other students' work before you begin. Your fellow art teachers would be a good resource for help with critiquing.
- Ask students to consider how they might take their work beyond the classroom.
- The PSA Script can be assessed for clarity, creativity, scientific accuracy and planning
- The pitch, rough cut(optional) and final critique offer numerous opportunities to assess the following:
- creation and use of audio and visual assets to communicate a key message
- editing skills
- scientific accuracy
- oral presentation skills (as students explain what they are trying to convey, especially during the pitch and rough cut screenings).
- quality of visual and audio aspects of the video as well as editing of the final cut
- the efficacy of the PSA message to inform and motivate
- effective critique skills
References and Resources
CAM Climate Science Resources -good websites for climate science information and imagesCAM Media Production Resources - print and online tools for creating media projects
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