PSA/PR AD
PSA/PR AD
Creative Brief
Consumer Problem:
Consumers are killing the everglades because it is “cheaper” to not recycle in Pembroke Pines. They have allowed the Wetlands to become Wastelands
Target Auidence:
Southern broward county residents, heavy emphasis on Pembroke Pines residents, ages 25-55
Insight:
The everglades are becoming a hungry vacuum eating away at the green nature and becoming everyones communal trash can.
SMP:
The swamp is now a crumbling wasteland.
Script:
Written by: Peri Gardner
"The swamp is now a crumbling wasteland" - 30-second PSA
[Peaceful shot of sunrise over the Everglades, birds flying overhead]
NARRATOR (warm, concerned tone): The Florida Everglades have been our natural treasure for generations - a unique ecosystem found nowhere else on Earth.
[Cut to shots of Pembroke Pines neighborhoods, families sorting recycling]
NARRATOR: Here in Pembroke Pines, every piece of plastic we recycle, every can we keep out of the landfill, helps protect these precious wetlands. But our recycling program got stripped from us.
[Split screen: Landfill runoff threatening wetlands / a vacuum picking up trash]
Narrator: What was beautiful Lush Wetlands now has turned into a dumpster filled with trash that would have otherwise been recycled. The land starts to look like a trash-eating vacuum when the reality is that it has become a dying environment that is crumbling and disintegrating.
[End with a full screen of disintegrating Everglades picture]
[Show quick shots of recycling benefits: less landfill runoff, reduced pollution, protected wildlife]
ENVIRONMENTAL EXPERT: "Landfill runoff directly threatens the Everglades ecosystem. A strong recycling program isn't just about convenience - it's about protecting our environment."
[Shownbefore and after pictures of the Everglades]
NARRATOR: We want to remind you of what the possibilities there are to solve this problem and that there is something to do for everyone.
[Show the Everglades restoration program]
NARRATOR: "This is our home. We have to protect it."
[Return to beautiful healthy, lush, green, and thriving Everglades picture]
NARRATOR: Help us restore the Everglades by restoring the Pembroke Pines recycling program.
[Florida-style mosaic tile recycling logo]
[End with text overlay] TEXT ON SCREEN: To protect our Everglades we must restore our recycling. Learn more at RecycletoSave.org
* *This was written for an assignment for JOUR 3279W