Public service announcements (PSAs) are commercials that are designed to inform and educate, as opposed to their countertypes, which are designed to sell something. They seek to inspire a change in the general public or raise awareness for a particular cause. The earliest PSAs date back to World War II when ad agencies created messages like "Loose lips sink ships." These PSAs were meant to encourage Americans to buy War Bonds and support the nation's ongoing efforts to keep the country safe. Today's public service announcements cover topics like drinking or texting and driving, drug addiction, and safe sex. A PSA can be delivered in a variety of ways, from radio ads to television spots, in print, and even direct mail flyers. Video production companies can help federal government agencies, nonprofits, universities, and big brands create memorable PSAs for television and online.

‍Creating an Effective Public Service Announcement

‍How can a PSA inspire hundreds of people to pull over when they're driving while tired? With the perfect mix of compelling imagery and a slight tugging on your conscience, of course. You can create a PSA as successful as this one! How to Create an Effective PSA:

1. Choose a topic and set a clear goal. What do you want to promote? What action do you want people to take after they've seen your PSA? Outlining this information before you get started on the creation of your PSA will ultimately help you create an effective PSA. Keep your topic narrow and focused -- you don't want to include too much information in a PSA, that can distract viewers and ultimately confuse your call to action.
2. Research! Any claim you make in a PSA should be backed up by accurate and recent research. An audience will search for the facts themselves if you make a wild claim, so accuracy is of paramount importance. Plus, solid research will make your PSA all the more buzzworthy.
3. Understand your audience. What group of people do you want your public service announcement to appeal to? Consider their needs, wants, and interests so that you can communicate with them in the best way possible. What are the dislikes of your target audience? Are there certain buzzwords, topics, or imagery that will turn them off? A solid understanding of your audience will allow you to make smart, tactical choices in the creation of your PSA.
4. Appeal to emotions. While there should always be an emotional connection in a PSA, they don't have to trigger intense emotions, like anger or sadness. Instead, the PSA serves as a suggestion, offers a solution, and starts the conversation about a cause.
5. Keep it short and sweet. You have a limited amount of time to spark emotion, send a message, and inspire people to act. Be tactful when choosing what to include in your PSA. Use brief sentences that are easy to understand. Keep your imagery clean and straightforward to avoid confusing your viewers.
6. Give people a reason to share.

Do you need help creating an effective public service announcement? Reach your desired audience effectively with a PSA from Rafferty Weiss. Their unique creative approach to producing nonprofit videos always creates a sense of urgency while delivering your message with compelling and emotional visuals.