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
Okay, this is a fantastic and timely challenge! Crafting a responsible yet engaging message for teens about social media use, while operating as a company that uses social media, requires a delicate balance. We want to promote responsible digital habits without sounding preachy or undermining our own platform.
Given the unlimited budget and ability to leverage famous talent, we'll create a dynamic, multi-platform campaign centered around a positive, empowering message, anchored by a catchy song and visually rich content.
Campaign Concept: "Your World, Your Rules: Digital Balance!"
This campaign aims to empower teens to be mindful architects of their digital lives, leveraging relatable visuals and a positive message from an influential figure.
Public Service Announcement (PSA) - Video Concept
Target Audience: Children ages 13-17 Format: Short-form video (30-60 seconds) for social media (TikTok, Instagram Reels, YouTube Shorts) and longer-form for websites/streaming. Print ads will use key visuals and the headline.
1. Headline (for video intro/outro & print):
"Screen Time's Cool, But Real Life Rules! Find Your Digital Balance."
2. Spokesperson & Engagement:
We'll engage with our target market through a famous, relatable, and respected Gen Z music artist known for their positive social messaging and creativity. Think someone like Olivia Rodrigo, Billie Eilish, or Lil Nas X – artists who genuinely resonate with this age group and can deliver a message with authenticity and impact, not just celebrity. Let's go with Olivia Rodrigo for this example, as her authenticity and focus on real-life feelings would be perfect.
3. Visuals:
The visuals will be a vibrant, fast-paced montage contrasted with serene, real-world scenes, designed to capture attention and convey the message visually.
Opening (Fast-paced, high energy):
Quick cuts of teens happily using phones: texting friends, watching funny videos, gaming, scrolling through social media.
Visually appealing, colorful graphics that represent digital interactions (e.g., likes, emojis, game power-ups flashing across the screen).
Olivia Rodrigo (or chosen artist) briefly shown on her phone, smiling, initially part of the digital montage.