Unit Title​:PSAs & the Digital Media Production Process

Summary of Product/Project/Problem: ​Creating a PSA (Public Service

Announcement) Students will create a PSA that is informative and persuasive. Students
will first choose a “cause” that they feel connected to and/or motivated to support. Then
students will research the cause to identify their target audience. After choosing a target
audience students will familiarize themselves with different persuasive techniques and
choose the best technique to “sell” their cause. Finally students will apply the
production process to complete their PSA.

Essential Questions for the Unit:

What is a PSA?
What are persuasive techniques?
What is the production process that takes place in the development of a digital media product?
Curriculum Area: ​persuasive techniques and the production process.
Duration: 2 weeks.
STAGE 1:
Building the Background​ (Retrieval and comprehension):
Standards:
ALD 2.1​Assess the evolution of digital media as it affects and is affected by society.
ALD 4.1 ​Evaluate diverse processes of forming and conveying a targeted message.
ALD 4.2​Compare and contrast how various audiences perceive digital media to anticipate desired
reactions and responses
Description of the Part: Students will chose a cause that they feel is relevant and/or
personally motivating. Students will identify their target audience for their PSA. Students
will develop a persuasive techniques strategy.
Tasks:
1. Students are given a short lecture explaining the concepts and purpose of a PSA.
2. Students watch several PSAs and discuss their impact on the student.
3. Provide student with the Persuasive Techniques handout to review.
4. Provide students with a list of PSA topics (from Olelo XYC)
5. Students complete the PSA Synopsis where the student chooses a PSA subject that
they feel connected to (from the Olelo list or one of their own ideas), establish their
primary audience and choose a persuasive technique to sell their idea.

STAGE 2:
Deepening the Understanding​ (Comprehension and analysis):
Standards:
ALD 4.2​Compare and contrast how various audiences perceive digital media to anticipate desired
reactions and responses
ALD 5.1​Design a targeted digital media message or concept that addresses the needs of a client.
ALD 5.2​Plan and construct a digital media product from budgeted resources that addresses client
needs.

Description of the Part: After completing the PSA Synopsis the students work toward
completing the PSA Pre-production tasks which include writing a script and completing
storyboards to prepare for production.
Tasks:
1. Students will further research their PSA topic, thier audience, and their persuasive
technique
2. Students will develop several (number depends on subject matter) talking points that
they will include in their PSA. These can be problem oriented and/or solution
oriented. Some PSA just give information about a problem without giving solutions.
3. Students will develop a plan to use their chosen persuasive technique based on the
needs of their target audience.
4. Students will create a script that includes the talking points and chosen persuasive
technique(s)
5. students will develop storyboards based on their script.
6. Utilizing knowledge from previous copyright and fair usage lessons, students will
collect and/or create materials to use in their PSA

STAGE 3:
Applying the Knowledge​ (Analysis and application):
Standards:
ALD 5.2​Plan and construct a digital media product from budgeted resources that addresses client
needs.
ALD 5.3​Assess the collaborative process for its impact on the design, planning, and production
of a digital media product.

Description of the Part: After finishing the Pre-production, students will now produce their
PSA based on the script and storyboards.
Tasks:
1. Students will apply the Production part of the Production Process.
2. Students will need to complete and apply a production schedule
3. Students will need to complete and apply a production equipment list.
4. Utilizing skills from previous lessons, students will film their PSA based on the script
and storyboard.
5. Students will edit a final product.