Public Service Announcements – why video works best?

Corporate Video House - Offing Merdia

Public service announcements are an essential tool for helping Singaporeans understand the nature of the Covid-19 pandemic and what they can do to keep themselves safe.

Public service broadcasts not only provide essential health messages, but they’re also increasingly important to combat the threat of misinformation and fake news. In this article, we’ll look at why video is the best tool for delivering your public service announcement or PSA.

PSA Videos inform and educate your audience
Organisations can create public service videos to raise awareness or influence public attitudes towards an issue. PSA videos inform the community and look after their best interests. They’re sometimes called general information films or Corporate Social Responsibility (CSR) videos.

Video is the best medium for important messages
When you’ve got an important message to get out there, video is a powerful way to communicate that information. A well-crafted video creates an emotional response in the viewer that is harder to achieve through text or graphics. Through video, people can tell their stories directly to the viewer, and we know people are more likely to listen to someone than read an article or study an infographic.

Why public information videos work
By creating useful information videos for your clients or target market, you can achieve several goals:

• Educate your viewers about an issue that affects your industry and what you are doing about it. For example, how your company is reducing its carbon emissions.
• Highlight the community work being done by your organisation.
• Correct false or misleading information about your products or services.

Many businesses are currently producing Covid-19 safety videos to demonstrate the actions they are undertaking to keep their customers safe. This not only provides reassurance to customers, but it also reminds them that you are still open for business.

Safety communications have become a high priority
Traditionally, health & safety videos are used internally within an organisation, to induct new employees into your safety protocols. The global pandemic has highlighted the need for companies to reach out beyond their workforce and communicate important safety messages to customers and anyone who may come into contact with their business, such as suppliers and contractors. Offing Media can help you repackage your existing H&S material into concise public safety videos that you can distribute across your networks.

Tell your story through animation
Social distancing restrictions have made traditional on-location filming more challenging. Animation and motion graphics are a highly effective alternative you can create without the need for physical contact. Animated videos are a way to bring detailed information to life, and they work beautifully on websites and social media channels.

Important guidelines around public service announcements
There are no hard rules when it comes to creating a public service video, but here are some best practise guidelines to follow:

• Provide genuinely useful information that benefits or educates the viewer.
• Don’t ‘sell’ or market your products – A PSA is not a promotion or a TV Ad.
• Keep to one key message – keep it short.

While a PSA video might not lead to direct sales, it does play a vital role in lifting your organisation’s profile and showing your commitment to your community. If you have a project you’d like to discuss with the team at Offing Media, give us a call or send us a message.

Scroll to Top