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.