About this event
PSA teams produce a 30-60 second public service announcement video on a social issue released annually. Judging covers message clarity, emotional impact, production quality, factual accuracy, and call-to-action effectiveness. The most effective PSAs -- study the Ad Council portfolio -- use one unexpected angle, one concrete human story, and one clear ask. The issue changes each year; the persuasive short-form video craft is constant.
What's on the test
PSA format conventions (15, 30, and 60-second structures)Target audience identification and message tailoringEmotional appeal techniques (fear appeals, hope, empathy, social proof)Credibility and factual accuracy in advocacy messagingSingle clear call-to-action constructionStorytelling structure compressed to under 60 secondsVisual metaphor, symbolism, and imagery selectionScript writing for broadcast pacing and natural deliveryMusic selection, licensing, and emotional toneAd Council PSA archive analysis and competitive benchmarking
Study resources
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