As a part of my “Know Your Audience” theme for this course, I used persuasive language and video to support and tell the story that would appeal to the audience. My target audience consisting of holiday shoppers, moms, and dads, the general public, who care about consuming healthy products that are harvested responsibly and humanely.
I began my video production process with the brainstorming session that helped me arrive at the message I was trying to relay to my audience. The goal is to make the audience think before they buy the products and only purchase responsible, humanely harvested products. I used Animal Rights PNW hashtag #RaiseYourPaws as a common theme to connect this project with the Facebook page.
I wrote the script using generic storyboard template (see below). Using my iPhone’s Voice Memo app I recorded the script several times to provide alternative versions for editing, then I transferred the audio file to my computer and imported the asset into the Adobe Premiere project.
Once in Adobe Premiere, I created a timeline and laid the voice over track to get a general idea of how long my video would be. Once I knew my TRT (total running time), my next step was to begin considering the video footage needed to compose a supporting video track for my PSA.
Following that I captured the footage of the father and son shopping, I re-purposed several graphics for the Animal Rights PNW Facebook page and collected a few copyright-free materials from the internet.
Here is the Story Board:
|00:00:00||The winter season is a wonderful time of the year for celebrating the joys of life, It is a time of thoughtful sharing with your family and friends.||Montage of holiday decor shots, dinner table, fireplace.|
|00:15:27||As you head to the store to get items for your holiday table, think twice before you buy.
Have you ever thought of those who take care of us, who feed us, how keep us warm?
|The sequence of shots father putting his son in the car to go to the store shopping|
|00:26:11||Cow keeps your kid’s tummy full of food, lamb keeps you warm when it’s cold outside, goose keeps your blankets and pillows soft like a cloud.||Close Up of the cow with a calf, medium shot of the lamb with the baby lamb, medium shot of geese.|
|But what do these animals treated in return? PAIN? SUFFERING?
Think of those who are in need, in pain, without a home, separated from their family, stressed and hurt and hopeless.
|Video transition and desaturation effect over a sequence of shots of stressed animals.|
|01:02:00||Raise Your Paw this holiday season. With a little effort, you can make a difference.||Video transition deep to white
Graphic of Animal Rights PNW with hashtag #raiseyourpaws
|01:08:00||Purchase responsibly grown and harvested products
Google your list before you buy the items
Learn which products are created with love and passion for the animals who feed your tummies, keep you warm and comfortable.
|Return to the sequence of shopping in the grocery store. Exterior establishing shot with medium and several interior closeups culminating in the Animal Rights PNW Graphic at the end.|
The video is divided into several sequences. I began my narrative by establishing the time and place of the video. The opening sequence is the introduction of the holiday season (series of images and copyright free youtube shots).
The following sequence is of a father and son getting in the car and driving off. I chose two protagonists father and son – a typical couple going shopping. This would appeal to the general audience on the basic social level of everyday activities. As they go shopping the narrative shifts to animals and how they provide for humans, keeping our tummies full, our feet warm and our beds snuggly.
Followed by the introduction of the animals I began to introduce the conflict. The narration raises the question of what do animals all have in common. And the negative aspects of human cruelty are introduced.
Video attempts to generate tension by first talking about animals and how they feed us, keep us warm and comfortable while in return we as consumers payback with cruelty and pain and suffering by purchasing products that are made using cruel inhumane practices.
The finishing sequences contain a resolution. It starts with the call to action, followed by a series of shots of the father and son shopping in the supermarket, meticulously reading the labels and putting the products in the cart.
The finishing shot is another reminder graphic that asks the audience to repost and share this video and of course like the Facebook page for Animal Rights PNW.
Storyboard (click to view large image):