RADIO PSA
This is an assignment I wrote in an advertising (copy writing) class. The task was to write a 60seconds radio spot about an upcoming event at a local homeless shelter/support center (HIS House in Placentia, CA). I decided to write the radio spot on their annual toy drive. It was very fun to write, hope you enjoy!
:60 “HELP SANTA” PSA
SFX:
(SANTA’S SLEIGH
BREAKINGDOWN)
SOUND OF CAR BREAKING DOWN TOGETHER WITH STRUGGLING SLEIGH BELLS
(03 SECONDS)
SANTA CLAUS:
NOOO! (FRUSTRATED) THERE GOES THE GOOD OLD SLEIGH FAILING ON ME AGAIN.
HOW AM I SUPPOSED TO DELIVER TOYS TO ALL KIDS THIS CHRISTMAS?
ELF:
(HIGH PITCH VOICE
OF AN ADULT MALE)
SLEIGH TROUBLES AGAIN BOSS?
SANTA CLAUS:
(SIGHS) YEAH, I’M GOING TO NEED ALL THE HELP I CAN GET THIS CHRISTMAS.
(URGENTLY) START CALLING OUR FRIENDS AT HIS HOUSE AND...
ELF:
(INTERRUPTING) ALREADY ON IT BOSS. OUR FRIENDS AT HIS HOUSE ARE HOSTING A
TOY DRIVE BETWEEN DECEMBER 1st AND DECEMBER 23rd. ANYONE CAN DROP OFF
THEIR DONATIONS AT CHARITY’S CLOSET THRIFT STORE LOCATED AT 134 BRADFORD
AVENUE IN PLACENTIA.
SANTA CLAUS:
(WITH A JOYFUL LAUGH) HO-HO-HO SPLENDID NEWS! HIS HOUSE DOES A GREAT
JOB SUPPORTING THE HOMELESS COMMUNITY IN ORANGE COUNTY. HO-HO THEY
SURE WILL BE OFGREAT HELP, SO DROP OFF YOUR DONATIONS AND HELP SPREAD THE
JOY OF CHRISTMAS TO ALL KIDS THIS HOLIDAY SEASON.
ELF:
(AGREEING) SURE THING! VISIT HIS HOUSE O-C DOT ORG TO FIND OUT MORE
AND HELP THEM, HELP US, MAKE SURE ALL KIDS GET TOYS THIS CHRISTMAS.
SFX:
(SANTA’S SLEIGH
BREAKINGDOWN)
SOUND OF CAR BREAKING DOWN TOGETHER WITH STRUGGLING SLEIGH BELLS
(02 SECONDS)
STRATEGY & RATIONALE
My target audience are women and men living within the Greater Los Angeles area and Orange County. They would be classified as financially stable individuals in their early 30’s to late 60’s. They tend to be religious, value the holiday season, and are inclined to help others. These individuals grew up helping out the community and donating their time and money to efforts of the church.
The formats I am targeting are Adult Contemporary, Oldies, and Talk. These stations fit draw in the target audience of adults who have professional jobs and listen to music either at their work, on their drive/walk to work. Their education and sophisticated taste draws them to tune into stations that involve them intellectually, like Talk shows. A big part of this audience is also comprised elder individuals who get joy out of listening to older music of their generation.
I chose to advertise during the afternoon drive daypart. This time is a time when the younger part of the audience is driving back home from work to their nice warm homes. This might make them more likely to sympathies and give to a child that might not have a nice warm home to sleep in every night. This is also a time when the elders are driving to their church choir rehearsal, which might be the only time of their day spend in the car listening to the radio.
I would classify my ad as a situation aka storytelling spot because it revolves around Santa’s sleigh breaking down and the service helping to salivate the issue of not being able to delivertoys to all kids on Christmas.