Imagine you are part of a marketing team at a company that relies heavily on social media advertising to children ages 13 to 17. You want parents and children to be aware of your products and online services, but you want to be a responsible entity that understands Internet and social media addictions can occur.
Create a public service print or video announcement for distribution in targeted children’s magazines, websites, and social media. You have an unlimited budget and can retain the services of famous actors or singers, as well.
Consider the following when creating your announcement:
What visuals will you include?
Who or what will be the spokesperson to remind children to use social media responsibly?
Who or what will you use to engage with your target market?
What will you use for your headline (no more than 15 words)?
Will you include information on screen time, using a blue light filter, and so on?
Will you use rhyming words? Will it be a type of lyrics for a song?
Option 1: Print Option
8.5-inch by 11-inch Microsoft Word document featuring your choice of images and appropriate text with good use of white space
Option 2: Video Option
1-minute video including your choice of background, music, audio, and graphics with a stimulating lead, explanation about why the topic is important, and your persuasive message
After completing your public service announcement, write a 350- to 700-word explanation defending the choices you made in your announcement.
This exercise requires creating a Public Service Announcement (PSA) and then providing a defense of the strategic choices made. I will select the Video Option for maximum impact and leverage the unlimited budget.
🎬 Public Service Video Announcement: "Level Up Your Life"
Target Audience: Children ages 13–17 and their parents.Medium: 1-minute video for distribution on YouTube, Instagram Reels, TikTok, and targeted children's websites.Celebrity Spokesperson: Zendaya (Widely respected by teens, known for navigating fame and social media gracefully).Tone: Empathetic, empowering, and non-judgmental.
Defense of Strategic Choices (680 words)
The video PSA, "Level Up Your Life," is strategically designed to resonate with the target demographic (13–17) and their parents while fulfilling the company’s commitment to responsible social media use. Every element, from the spokesperson to the messaging, was chosen to maximize engagement, credibility, and impact, directly addressing the risks of internet and social media addiction.
1. Spokesperson and Engagement
The choice of Zendaya is the cornerstone of the strategy. At this age, teens are highly sensitive to authenticity and reject overt marketing or condescending adult voices.
Credibility and Relevance: Zendaya is one of the most successful and relevant young celebrities today, known for being articulate, grounded, and active in major media franchises (Euphoria, Spider-Man, Dune). Her presence immediately gives the message weight and bypasses the "preachy" tone that often causes immediate tune-out.
Engagement: She is used to directly engage the market. Her opening line, "We love connecting with you online... But let's be real," establishes her as a relatable peer and not an external authority figure. Her image is associated with success and ambition, subtly linking the message of "leveling up" off-screen to achieving success in life.