A PSA (Public Service Announcement) can be done in various ways through the use of one of the three main methods: Logos, Ethos, and Pathos. Logos follows a more logical approach by providing facts and statistics that can prove the point the PSA is trying to make. Ethos focuses more on credibility and trust and does so by using personal testimony, citing credible sources (doctors, experts, etc.), and by doing so, emphasizes the message of their PSA. Lastly, there is Pathos, which concentrates on story and playing on the viewers emotions and their individual values.
Although all three methods are effective, I find that Pathos is the best way to reach an audience for a PSA or any commercial/ad, and which is why I used it and was successful with it for my PSA for the National Domestic Hotline. Just from writing the script, I already sensed the powerful message the PSA would portray. In the final product, it is clear that visual storytelling makes for a stronger PSA and that creating something an audience connects with is more effective in making them aware of the message you are trying to send.
We shot the entire PSA in one day. I had a special effects makeup artist come in and the work she did was absolutely amazing which I think further drove the narrative of this piece. My DP and I agreed on keeping the shots very simple, almost delicate in a sense and I am confident with that decision. With the slow, longer, minimal movement in the shots, the audience is more able to feel the weight of the tension, dread, and fear that victims of domestic violence experience. In turn, there is not only a story to be told, but an audience that is actively connecting which makes them more aware of the National Domestic Hotline.
If you want to watch the PSA, check it out here.
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