Final PSA

Holocaust                                                                    Name:
Public Service Announcement                                    due date:
For this assignment, you will brainstorm ideas, come up with a concept, write, plan, and shoot a Public Service Announcement (PSA) that focuses on prevent hate, discrimination and future genocide in our society or the ill-treatment of peoples in our society focusing on a solution to the problem. You will work in groups to help each other as you write, produce, and direct a PSA. Use the guidelines below to begin to conceptualize a 60 second to 3 minute spot. ****Media messages are fleeting. One compelling central message, clearly presented with a simple call to action, is the most effective way to get your point across.
 Part 1: Brainstorming

  1. Turn in a written description of the PSA, answering questions 1-4, plus any other information and research about the issue, or the population the PSA addresses or serves.

Answer the following questions to begin:

  1. Target Audience: Who do I want to reach with my message?


  1. Message: What is my message? What do I want the viewer to understand?


  1. Action Step: What is the call to action? What do I want the viewer to do? How can the viewer help solve the problem?


  1. Significance of Issue to the Public: Why is this issue important to the public?

Due:_________________________              total: ____________/25
Part 2Creating your written public service announcement about ________________.

  1. You must present your argument for the eradication of hate crimes/discrimination basing your information on materials presented by in this class as well as two additional print and/or database sources.
  2. Your essay should be persuasive and persuade your audience to adhere to your point of view as presented by a official government department or agency. In writing a persuasive essay you must include:
  1. Grab the audience’s attention and state the issue
  2. 3 concrete warnings and/or reasons to inform the public
  3. Concrete evidence from at least 3 sources to corroborate your argument
  4. Address and refute the opposition
  5. Conclude and restate your argument
  6. Cite all work according to MLA include works cited page and in-text citations
  7. Final writing should be one page single spaced or 2 pages double-spaced

**use the graphic organizer to help structure a concrete argument
Final essay due: ____________________________________ (submitted to
Total ______________/100
Part 3: Creating the public service announcement.

  1. You will be assigned  a group of 2-3 of your peers
  2. Read and discuss all essays
  3. Choose one essay you feel will provide the most concrete argument and will be the most convincing to base your video on and from which to create your script/notes
  4. Create a shot list and storyboard for approval BEFORE you begin shooting. A shot list gives a written description of the shots you are planning: locations, actions, objects, actors, etc. A storyboard is a visual representation of the different shots (shot sketches) in the order they will appear in the finished work, and includes compositional information (close up, pan, wide shot, etc.), as well as audio (where the narration comes in, or if there is music over the shot). Your drawings can be simple stick figures.
  5. For narration, time out your script by reading it aloud with a stopwatch. PSA’s are usually a minute to three minutes in length.
  1. Turn in your approved shot list, storyboard, and script when you screen your PSA for the class.

Final Film PSA:

  1. Must include action, dialogue, music, and props, etc. (If you are using a slide format your presentation must have slide transition and be timed – no manual “clicking”
  2. Must clearly state purpose, audience and refute opposition – clearly identify your audience and target
  3. Must offer a clear problem and solution
  4. Must have a title and credits
  5. Must not exceed 3 minutes

Final video due: _________________________________________________________
Total: __________________/50
**Information to consider when creating your public service announcement:

  1. Free expression is the foundation — the cornerstone — of democracy
  • The First Amendment is based upon the conviction that all human beings have inalienable rights. The foundation of journalism is the professionals’ understanding of their obligation to accurately, thoroughly and completely inform their communities, so people may become more effective and active citizens. This notion of civic responsibility will empower communities to make enlightened decisions, to express their disagreements and to seek common ground.
  • When ideas are allowed to flourish, it is the public’s responsibility to determine what ideas and concepts to accept and which to embrace, to question or to reject. The First Amendment is based on the premise that people who can freely share information (especially about their government) will be informed and able to make sound choices about what leaders to elect, to take responsibility for the welfare of their communities and to respect the rights of people with different viewpoints and beliefs.


  1. Discerning fact from opinion is a basic skill – and obligation
  • Journalists must clearly separate and label fact from opinion in their reporting of information to communities and they should make concerted efforts to ensure that citizens know how to tell the difference. This includes news and news analysis, the news organizations’ and individuals’ opinions (columns, commentary, editorials, letters to the editor), advertising, advocacy ads and advocacy reporting.
  • The public must make it a priority to learn the difference between fact and opinion and make it a skill to help others in their communities know the difference. Individuals must wield the right to challenge what communicators claim is fact and what is opinion. People must demand transparency and credibility of information. Readers and viewers must look at information beyond their circle of comfort so they obtain complete and thorough data before acting. These obligations include evaluating what they receive and verifying what they develop on their own.
  1. Information requires verification to be effective
  • Journalists must find the best resources and substantiate what they say. They should present information in coherent ways as well as keep it clear, meaningful and relevant. The purpose of news is not diversion but the sharing of usable and reliable information in an engaging and relevant way. Journalists must question sources without advocacy or disengagement. Journalists’ roles can be called “engaged independence.”
  • Individuals must expect that the information they receive is accurate, thorough and reliably sourced and that the media delivering this information is responsible and credible. Communities must not accept information without critical thought and analysis, including comparison and evaluation. In evaluating such information, they should be involved, skeptical and challenging, in what they act on.

Think about the message you want to convey and consider the most effective way to present your concept. Be sure to have me preview the video at least 2 days before finals.
PSA Rubric: Student Evaluation Guide

PSA Components 5 4 3 2 1
Technical Aspects    Video reflects effective camera work,
editing skills, use of lighting and sound that add to the overall mood/message/theme of the piece.
Creativity   The message is told in unexpected or novel ways.
Elements in the message are woven together with insight and
imagination grabbing the attention of the intended audience.
Tag Line  The message is clear and concise.  A single thought
or phrase within the PSA summarizes the entire message.
Social Benefit   The ideas shown have an application to the
lives of the targeted audience. The PSA is one that will
motivate change to improve the targeted audience’s
community in a meaningful way.
Facts   The message is based on accurate and verifiable information.  Opinion or bias expressed is based in and supported by fact.  Source information has been verified
and documented.
Follow-up   Follow-up information is provided to direct the
intended audience to local or national advocacy groups.
Collaboration   Almost always listens to, shares with, and supports the efforts of others in the group. Tries to keep people working together.          
Written Work   All deadlines are met. Storyboard, shot list, and script have been approved before shooting and are turned in at the final screening.          

Scoring Guide:
5 = The highest score possible; indicates a highly effective use of a component. Exemplary demonstration of effort and achievement throughout the video.
4 = Accomplished use of component(s) is consistently demonstrated throughout the video.
3 = Elements described may be present, but are inconsistently or haphazardly applied.
2 = Effort is demonstrated towards incorporating the component(s) listed and described, but the desired results are not seen in the final product.
1 = Scores of 1 reflect the absence of the described elements.