This link is an easy way to help get a grip of what we are aiming at. It finished covering the overall of a good PSA. It helped explain how we are to deliver exactly one core message and the clarity we must add to it. I like the fact of how it mentioned we should try to relate the subject to the audience, such as "Imagine if....". I liked how it mentioned that music isn't always the way to go. The announcers voice makes it more interesting. The goal is to motivate the audience to act and deliver the message with clarity.
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