Creating an effective announcement video involves captivating your audience, driving engagement, and prompting action for meaningful impact. In this blog, we'll discuss PSA videos, their advantages, content suggestions, and tips for crafting an impactful PSA video.
Looking for inspiration first? See our breakdown of 12 PSA video examples that changed behavior - mostly corporate brand-led films from P&G, Apple, Microsoft, Lloyds, Mastercard, and others - then come back here for the production playbook.
Contents:
What is a PSA video?
Public service announcement (PSA) videos are short, educational, and made to create awareness or change attitudes / behaviour on issues in the public interest e.g. by governments or not-for-profit organisations. These PSA videos vary depending on the objective, target audience and key message, and use formats like traditional announcements through to narrative videos, songs and even animations — or a combination.
What are the benefits of PSA videos?
Drive Action
PSA videos with a strong call to action can motivate viewers to make a move.
Evoke Emotion
Narrative-driven videos evoke emotions, often through drama or shock, to drive change.
Far Reaching
PSA videos are typically short, about 30-60 seconds, which allows you to communication clearly and concisely.
Targeted Reach
Today, thanks to the internet and social media, you can target smaller, specific audience groups.
PSA Video Ideas & Examples
When brainstorming ideas for public service announcement videos, consider your goal, target audience, and message. Determine which type of video would resonate best with your audience, considering what you want to convey and the desired action. In recent times, popular choices have included announcements, narrative videos, and songs.
Announcement video
Announcement videos are the foundation of a classic PSA campaign: typically, a series of 'piece to camera' and / or voiceover videos that communicate information to the masses.
Narrative video
The PSA narrative video is usually reserved for issues serious in nature e.g. smoking, motor safety etc. These videos use techniques like interviews, dramatised / re-enacted scenes, montages and footage of true events, in ways that are designed to cut through apathy and promote real change.
Song video
If we're talking PSA videos specific to COVID-19, there's no question — Vietnam is the hands-down winner. Their National Institute of Occupational Safety and Health not only managed to rework a V-pop hit song into a public service announcement video (which then went viral thanks to a dance challenge on Tik Tok), but also paired it with awesome animations. Who said PSA videos had to be boring?
How to make a PSA video
Pre-Production
Planning is everything. Ensure you follow each step of this process carefully to keep your project focused.
01
Set Your Goal
Define the purpose of your PSA video, whether it's raising awareness or changing perceptions.
02
Know Your Audience
Understand who your video is for and adapt your message to their preferences.
03
Craft Your Message
Convey a clear, simple message and one action you want viewers to take.
04
Define CTA and KPI
Decide the call to action (CTA) you want viewers to follow and the key performance indicator (KPI) to measure success.
05
Research
Use recent, accurate facts and statistics to back your message and build trust.
06
Script and Storyboard
Write a concise script with 3-5 key points. Plan visuals to enhance understanding. Storyboarding helps visualize shots. Remember, your PSA video aims to communicate effectively and prompt action.
Production
For more detail on the production phase of the project, read our comprehensive guide on how to shoot professional video.
01
Gear Setup
A stable setup is crucial. Ensure your equipment, whether it's Shootsta's comprehensive kit or your own collection, is ready and reliable. Stability in your shots will enhance the professional quality of your video.
02
Set up your shot
Pay attention to the composition. Ensure your subject is well-placed within the frame, adhering to principles like the rule of thirds for a visually appealing shot. The backdrop and subject positioning should work harmoniously to tell your story.
03
Record your video
Convey a clear, simple message and one action you want viewers to take.
Post-Production
The final step in your videography journey is editing, where your footage transforms into a coherent, engaging story.
01
Edit Your PSA
For Shootsta clients, you're all set! Need editing help? Contact us through the form below for video production assistance.
02
Share Your Video
With your video complete, share it on social media, through email, or at events, giving it broad exposure. Tag partners like celebrities or influencers if you collaborated with them.
03
Learn from Feedback
After your video goes public, use listening tools to gauge reactions. Are people responding positively? Are they getting your message? Pay attention to their actions, and adjust your approach if necessary.
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PSA video FAQs
What is a PSA video?
A PSA (public service announcement) video is a short non-commercial video produced to raise awareness or change behavior on an issue of public interest. PSAs are typically 15-60 seconds long, focus on a single message, and end with a clear call to action. Government agencies, not-for-profits, and corporate social responsibility teams are the primary producers. The format varies from straight-to-camera announcements to narrative storytelling, animation, and music videos.
What is the purpose of a PSA video?
To inform, persuade, or change behavior on a public-interest issue. Common goals include raising awareness of a health risk, promoting a public health behavior (vaccination, road safety, mental health support), driving fundraising, or shifting attitudes on a social issue. Unlike commercial advertising, the success metric is behavior change or awareness lift, not revenue.
How long should a PSA video be?
15-60 seconds for broadcast and social distribution. 15-second versions work for pre-roll ads and short-form social. 30-second versions are the standard for TV, radio adaptation, and most paid placements. 60-second versions allow more narrative space and work well on YouTube, in-feed social, and waiting-room screens. Anything over 60 seconds rarely runs on paid media unless it is being used for events or training.
What makes a good PSA video?
Five things: a single clear message (not three), an emotional hook in the first five seconds, a recognizable specific human story rather than abstract stats, a credible source on screen (a doctor, a person directly affected, a recognized authority), and one specific action the viewer can take immediately - a number to call, a website to visit, a behavior to start.
How do you make a PSA video?
Six steps. First, define the single behavior or attitude you want to change and the audience you want to change it for. Second, write a script that opens with a hook, names the issue, presents the consequence or solution, and ends with a specific call to action. Third, storyboard the scenes - PSAs are visual-first, not script-first. Fourth, film with the right format (live action, animation, or hybrid). Fifth, edit tight - cut anything that does not move the message forward. Sixth, distribute through paid media, partnerships, and earned channels.
What are the most common PSA video formats?
Three formats dominate. Direct announcement videos feature a presenter or affected person speaking straight to camera. Narrative videos use a short story arc to dramatize the issue and resolution. Animated PSAs work well for sensitive topics, statistics-heavy messages, or campaigns aimed at younger audiences - see our animated video production service for animated PSA work. Many of the strongest PSAs use a hybrid format that blends two of these.
How much does a PSA video cost to produce?
Production cost varies widely depending on format and distribution scope. A straightforward live-action PSA with one location and one presenter can be produced from $3,000-$10,000. Animated PSAs typically run $5,000-$25,000 depending on style and length. Broadcast-grade campaigns with multiple versions for different placements can run $25,000-$100,000+. Subscription production models like Shootsta bring unit cost down significantly for organizations running ongoing PSA programs - get in touch for a quote.
Produce your next PSA with Shootsta
Shootsta produces PSA-format video for government agencies, not-for-profits, and corporate CSR teams. Whether the format is live action, animated, or hybrid, our editors deliver a first cut in 48 hours with full brand kit integration. For animated PSAs, see our animated video production service. For interview-led PSA formats featuring affected people or experts, see interview video production. For inspiration before you start scripting, see 12 PSA video examples that changed behavior.