How To Create The Perfect Public Service Announcement Video

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.

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?
  • PSA videos are typically short, about 30-60 seconds, which teaches clear and concise communication with a strong call-to-action.
  • Narrative-driven videos evoke emotions, often through drama or shock, to drive change.
  • In the past, PSA videos were widely broadcast, making them effective for sharing public information.
  • Today, thanks to the internet and social media, you can target smaller, specific audience groups.

PSA Video Ideas

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 / reenacted scenes, montages and footage of true events, in ways that are designed to cut through apathy and promote real change.

Song

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

1. Set Your Goal

Define the purpose of your PSA video, whether it’s raising awareness or changing perceptions.

2. Know Your Audience

Understand who your video is for and adapt your message to their preferences.

3. Craft Your Message

Convey a clear, simple message and one action you want viewers to take.

4. Define CTA and KPI

Decide the call to action (CTA) you want viewers to follow and the key performance indicator (KPI) to measure success.

5. Research

Use recent, accurate facts and statistics to back your message and build trust.

6. 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

 

Record your video

If your organization has a video team, they’ll assist you. If not, when filming, think about gear, lighting, framing, audio, and recording.

Post-production

1. Edit Your PSA

For Shootsta clients, you’re all set! Need editing help? Contact us through the form below for video production assistance.

2. 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.

3. 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.