Week 8 Part 1: Copywriting for Public Safety Announcements

STEP 1 Facebook outdoor advertisement

Headline: Fake news is not our friend.

New Body : We employing fact-checker globally and improve cutting-edge technology for identifying fake news. Bringing you the authentic news is our responsibility.

Call to action: Find out how we’re addressing the spread of fake news by going to fb.me/fbchangesAU

Insert: Facebook logo

Step 2 (reducing it to 6-10 words): We check the facts so you can enjoy the authentic news.

Step 3: Identifying problems in advertisement:

1. The connection between celebrities and AD topic is not strong. Because Pharrell William is usually gives people a relaxed state, like his Music and sneakers. But this AD is serious. While his image may appeal to most young people, it. is not a good way to promote serious issues.
2. There are too many text in the AD, people may feel this AD is wordy. And this make the subject less clear, losing people’s attention.
3. There is no good WARNING about the dangers of talking on the phone while driving. It should have more consequences of doing so, this can be a more effective way of reminding people not to drive and talk on the phone.

step 4 : creating headline

Mothers aged 30 – 50

1. Your child is waiting for you. Focus on driving !
2. You only live once, don’t text and drive
3. life is held in your hands. don’t text and drive
4. A moment can take you life or bring you home safely
5. Text and drive on the phone is a gamble of your life
6. Your family is at home instead of on your phone
7. Don’t let car accident news appear on your phone
8. Text and drive means you never see your child AGAIN!
9. Back home safely or be dead
10. Sending a last word to someone?

Step 5: Chosen headline

Your family is at home instead of on your phone

I will choose this one,“Your family is at home instead of on your phone”. Because in my target audience , everyone CARES about their family very much. And this headline is simply and explicitly tell the audience do not text and drive. It will alert them.