Setting the Record Straight: Public Service Announcements on Mental Health Lesson Plans

13 Pages·2013·5.76 MB·English

Lesson Plans
LessOn PLans
Setting the Record Straight:
Public Service Announcements
on Mental Health
Duration: 2–3 hours
Overview
This lesson starts with a slideshow featuring
both commercial advertising and public
service announcements (PSAs) to help
students learn the differences and similarities
between the two. After the class has come
to an understanding of the purpose and
definition of public service announcements,
they study several examples in order
to identify the elements that contribute
to a successful public service campaign.
Once this is done, students will apply what they’ve
learned by creating public service announcements
aimed at correcting misperceptions about mental
illnesses. To prepare for this, teachers will lead
students through guided discussion on some of
the common stereotypes associated with mental
illnesses to help them develop a more accurate
understanding of the nature of mental illnesses and
the origins of these stereotypes, including media
portrayals. The teacher leads the class in consider-
ing some of the effects of these stereotypes such
as stigma and patronization towards people with
mental illnesses.
Finally, groups of students draw on their
understanding of the elements of successful
public service campaigns and their newfound
knowledge of mental illnesses to produce a plan
for a public service announcement (done either
in print or video) aimed at correcting common
misperceptions of mental illnesses.
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Learning Outcomes For the lesson:
Prescreen and load to a computer or digital
Students will:
whiteboard the following videos or alternatives
• Identify similarities and differences between you have chosen (see under “Procedure” below):
commercial advertising and public service
• E-I-E-I-O: http://www.thedigitalage.com/gallery/
announcements
Lightlife-E-I-E-I-O/5183051
• Identify the elements of a successful public
• House Hippo: http://www.cca-kids.ca/psas/
service announcement or campaign
media_literacy.html or http://vimeo.com/3947135
• Identify and correct common misperceptions
(full-screen is available only at the second link)
of mental illnesses and their negative effects
• 5 Gallons: http://vimeo.com/25108291
• Create a public service announcement on
• Evolution: http://www.dove.ca/en/Tips-Topics-
a mental health topic
And-Tools/Videos/Evolution.aspx
• Let’s Call Bulls#!t: http://www.youtube.com/
Preparation and Materials
watch?v=jcWI2Fc_zhQ&feature=plcp
(Note: Although there is no inappropriate
To prepare for this lesson, please ensure you:
language in the video, the title may cause some
reaction among students. You can discuss
• Read the Let’s Talk: Finding Reliable Mental Health
with them why the makers of this PSA might have
Information and Resources Teacher Training Guide
used (implied) profanity as part of their campaign
[http://mediasmarts.ca/sites/default/files/pdfs/
(possible answers include: to get viewers’ atten-
Lets_Talk_Teacher_Training_Guide.pdf]
tion, to seem more relevant to young viewers, to
• Review the Let’s Talk: Finding Reliable Mental
communicate the seriousness of the message.)
Health Information and Resources Teacher
Students may discuss how effective and appropri-
Training Presentation [http://mediasmarts.ca/
ate it is in each case.)
sites/default/files/tutorials/teacher-training-
• Let’s Talk: http://letstalk.bell.ca/en/
presentation/index.html]
media.php#video
• Review the Let’s Talk About Mental Health student
presentation [http://mediasmarts.ca/sites/default/ If you are unable to show videos:
files/Lets_Talk_Student_Presentation.zip]
• Photocopy A New Breed of Veggie Burger (page 9)
as a handout or overhead
• Photocopy the Print Public Service Announcements
(pages 10-12) as handouts or an overhead
For all classes:
• Review the Let’s Talk About Mental Health
student presentation.
• Print the handouts:
• What Makes a PSA Work?
• Common Misconceptions About Mental Illnesses
• Public Service Announcement Assignment Sheet
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Procedure of House Hippo is to educate the public. (However,
it should be noted that PSAs are not always made
Begin the class by showing the commercial by governments or non-profit organizations: they
“E-I-E-I-O” or an alternative commercial of your are often produced by for-profit companies or by
choice. (Note: If you are unable to access this com- industry groups that represent for-profit companies.)
mercial or find it unsuitable for any reason, you may
If the term has not already come up in the discussion,
use any other recent ad. The website Advertising
explain to students that an ad like House Hippo or
in the Digital Age [http://www.thedigitalage.com]
Don’t Try This At Home is called a PSA because it
is a good source for commercials online, as are
performs a public service rather than sells a prod-
the “Ad of the Day” selections on the AdWeek
uct. Ask students if they can recall any PSAs that
[http://www.adweek.com/advertising-branding]
made an impression on them: what was it that made
website. If you are unable to show videos, display
them memorable? Is being memorable the same
or photocopy the print-based ad A New Breed
as being effective? Can they think of any PSAs that
of Veggie Burger.)
have ever inspired them to take action or change
After viewing the video, ask the class to identify their behaviour?
the product (vegetarian meat alternative) and briefly
Distribute the handout What Makes a PSA Work?
discuss the ways in which the ad gets you to
and explain that successful PSAs share the follow-
understand and remember its message. Students
ing characteristics:
will likely mention the humour and inventiveness of
the animated animals made of vegetables and the
• They select and appeal to their target
use of a well-known song; you can also point out
audience. Generally, PSAs (like ads) are more
that the use of children’s voices and the imagery of
successful if they can target their message to
a farm are a good way of making a non-traditional
a narrower audience (teenage boys or girls,
product seem more mainstream, and that animating
parents, seniors, etc.).
the animals might make viewers more prone to buy
• They give a reason why the audience should
a vegetarian alternative rather than meat.
care about the issue. A PSA is sometimes the
Now show the public service announcement House first time a viewer will have even heard about an
Hippo. If you are unable to show videos, display issue so it’s important to make an impression and
or photocopy the print-based PSA Don’t Try This show why it’s important.
At Home (p. 10).
• They give viewers clear steps to take to
address the issue. The most effective PSAs
After viewing the video, ask the class to identify
are aimed at convincing viewers to do a specific
ways in which the PSA was similar to and different
thing or take a first step towards a particular
from the ad. Likely similarities will include the use of
behaviour (for instance, call a cab or a friend/
humour and special effects to get their points across,
parent instead of driving drunk).
and using animals to be more appealing; differences
may include the use of music in E-I-E-I-O, the use • They leave viewers feeling empowered
of faux-documentary style in House Hippo and, and better-informed instead of guilty or
most importantly, the fact that House Hippo is not depressed. Although PSAs often address very
intended to sell a product but to promote a particular serious issues, it’s important that they leave a
behaviour (viewing media critically). In addition, the viewer feeling as though they can do something
ultimate purpose of E-I-E-I-O is to make money for to make a difference.
the sponsor for the ad, while the ultimate purpose
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Using the What Makes a PSA Work? handout, have Does it leave viewers feeling empowered
students evaluate the House Hippo or the Don’t Try and better-informed?
This At Home PSA together as a class. You will likely
House Hippo: This PSA definitely leaves viewers
come to the following conclusions:
feeling as though they are “in the know.” It’s easy
Does it select and appeal to the target to imagine someone sharing this video with a friend
audience? and watching them try to decide if it is real or not.
House Hippo: The target audience isn’t clear from Don’t Try This At Home: Not really.
the PSA itself, but the other PSAs on the website
Now show the remaining videos or print PSAs and
for Concerned Children’s Advertisers (which
have students analyze them using the work sheet
produced it) would suggest it is aimed at kids.
What Makes a PSA Work? (You do not have to show
The faux-documentary narration is more likely
all of the videos or ads if you have concerns about
to appeal to older audiences, but the imagination
time or content.) You may choose to have students
and cuteness of the visuals will probably appeal
do their analysis in pairs to provoke further discussion.
to kids as well. This might work as a PSA aimed
at getting kids and parents to talk about the issue.
When students have finished analyzing the videos,
discuss their evaluations and ask them to defend
Don’t Try This At Home: This public service
their judgments.
campaign is aimed at tweens or teens, who will
enjoy its absurd humour. This particular PSA is
Now explain that the class will be creating public
aimed at boys so we see a boy both playing a
service announcements aimed at correcting public
sport and being silly.
misperceptions of mental illnesses. Ask students
what they think they know about mental illnesses
Does it give a reason why the audience
based on media portrayals and other sources: what
should care about the issue?
are some common beliefs that may or may not be
House Hippo: This demonstrates effectively true? After a brief discussion, distribute or project
that what you see on TV may not be true, but the handout Common Misconceptions About Mental
it doesn’t clearly communicate why this is Illnesses and go through it with the class.
important.
Ask students what effects these misconceptions
Don’t Try This At Home: It’s not immediately might have on either people with mental illnesses
clear what the issue is in this PSA. or the general population. Make sure that the ideas
of a stigma towards people with mental illnesses,
Does it give viewers clear steps to take to
a sense that it’s not everyone’s problem and reluc-
address the issue?
tance among people with mental illnesses to talk
about their conditions, are included.
House Hippo: The next steps are clearly stated
but somewhat vague: “Think about what you’re
Before continuing with the lesson, present the
watching on TV and ask questions.” (But which
slideshow Let’s Talk About Mental Health student
questions?)
presentation [http://mediasmarts.ca/sites/default/
files/Lets_Talk_Student_Presentation.zip] to the
Don’t Try This At Home: The next step (get out
class to help students deepen their understanding
of the house and exercise) is implied in the tag
of mental health and understand the context of
line, but it’s only clear once you understand what
the lesson.
the topic of the PSA is.
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Distribute the Public Service Announcement Next, have each group develop a script for their
Assignment Sheet and have students work in video (you may wish to review each group’s script
pairs or small groups to prepare a PSA poster or before allowing them to start filming). Before
video aimed at correcting a popular misconception students begin filming, have them consider the
about mental illnesses. following points:
Tell students to draw on their analyses of the PSAs • Where are they filming?
they have looked at to plan how they will appeal to
• Do they have permission to film there?
their target audience, make the target audience care
• Will they have room for the camera and any
about the issue, provide the audience with clear first
other equipment?
steps to take and make the audience feel empowered
and better-informed. (Though you should ensure that • Will there be any problems with sound (background
students are respectful, don’t feel the need to steer noise, people walking by, etc.)?
them away from using humour: focus groups held
• If filming outdoors, will weather be an issue?
with students who had experienced mental illnesses
• Always consider safety first. Students shouldn’t
showed that they thought humour was an appropri-
do anything that will put them or anyone else
ate tool for reaching young people.) Depending on
in danger.
the time and equipment available to you, the PSAs
can either be done as posters or videos.
Depending on the equipment available to you,
the PSAs may be edited “in camera” (with the film
If students are filming their Psas, explain that
shot in sequence so that no editing is necessary)
careful planning is the key to making a good video.
or may be edited with editing software such as
Before they start production, have students consider
iMovie or MovieMaker.
the following points:
Tell students they will be evaluated on:
• What is the message you want to convey?
• What visual and technical elements, such as • Their understanding of the elements of a
sound and camera angles, will help to get your successful public service announcement
message across?
• Their understanding of mental health issues
• What other elements may help get your message
• How well their PSA appeals to their target audience
across? Consider locations (where you will film),
• How engaging their PSA is for their target audience
people and props. If any of these are central to your
message it’s a good idea to plan around them. • How well their PSA educates and empowers their
target audience
• The creativity and technical sophistication
of their PSA
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InsuFFIcIenT LeveL 1 LeveL 2 LeveL 3 LeveL 4
Knowledge and PSA shows PSA shows PSA shows PSA shows PSA shows
understanding little or no a beginning a developing a competent a confident
understanding of understanding of understanding of understanding of understanding of
the elements of a the elements of a the elements of a the elements of a the elements of a
successful PSA successful PSA successful PSA successful PSA successful PSA
PSA shows PSA shows PSA shows PSA shows PSA shows
little or no a beginning a developing a competent a confident
understanding understanding understanding understanding understanding
of chosen mental of chosen mental of chosen mental of chosen mental of chosen mental
health issue health issue health issue health issue health issue
Inquiry and PSA contains no PSA contains PSA contains two PSA contains PSA contains
analysis elements that one element that elements that three elements four or more
make it appeal makes it appeal make it appeal that make it elements that
to the intended to the intended to the intended appeal to the make it appeal
audience audience audience intended to the intended
audience audience
PSA fails to PSA educates PSA educates
educate or and empowers and empowers PSA educates PSA educates
empower audience audience and empowers and empowers
audience with limited somewhat audience audience very
effectiveness effectively effectively effectively
application PSA has four PSA has three PSA has one PSA is technically PSA is technically
of skills and or more major major technical or two major competent, with skillful, with no
Knowledge technical flaws flaws technical flaws no major flaws major flaws and
some particularly
PSA contains PSA shows PSA shows PSA shows
effective use of
elements little creativity some creativity significant
technology
plagiarized from creativity
another source PSA shows
a great deal
of creativity
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