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Creating Responsible Media
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?
Sample Answer
This is a fantastic opportunity to create a powerful, responsible, and memorable campaign. Here is the concept for a high-impact public service announcement (PSA), designed for distribution across print, video, and social media, targeting both children (ages 13-17) and their parents.
💡 The "Power Down, Power Up" PSA Campaign
Target & Tone
Target Audience: Children (13-17) and their parents/guardians.
Overall Theme: Balance, presence, and real-life achievement. We aim to validate their online world while strongly promoting engagement with the physical world.
Tone: Inspiring, positive, non-judgmental, and aspirational.
Headline (Video/Print/Social)
"Your Life is the Main Feed. Don't Miss It." (8 words)
Video Announcement Concept
1. Engagement and Spokesperson
Spokesperson: Zendaya (highly respected by the target demographic for her roles, style, and mature, grounded persona) and a relevant, popular Gaming/eSports Streamer (e.g., Pokimane or MrBeast for maximum reach).
Why this pairing? Zendaya speaks to emotional well-being and real-life success (the aspiration). The Streamer speaks to credibility and understanding the digital world (the validation).
The Engage Hook: The video will start exactly like a high-energy, exciting trailer for a new product/game, quickly capturing their attention before the message pivots.
2. Visuals and Execution
The video is fast-paced, using split-screen visuals to constantly compare the digital world with the real world.
Scene
Visual (Left Screen: Digital)
Visual (Right Screen: Real)
Spokesperson/Action
0:00-0:05
High-contrast, vibrant, close-up shots of intense gaming, scrolling feeds, fast-typing (overlaid with product/service logos).
Blurry, out-of-focus shots of kids moving, laughing, doing hobbies.
Streamer (V.O., exciting tone): "In this world, you are Limitless! Ultimate power, ultimate connection!"
0:06-0:15
A zoomed-in shot of a teen’s face lit by a phone screen, looking slightly tired. Pause.
A sharp, clear, beautiful shot of a teen hitting a jump shot, finishing a painting, or genuinely laughing with friends.
Zendaya (Appears, speaking softly to the camera): "But what if I told you the real high score is out here?"
0:16-0:25
The Streamer is seen closing their laptop screen, taking off their headset, and stretching.
The teen from the right screen is now fully in focus, looking energized, enjoying a real activity (e.g., skateboarding, playing music).