Case Study:
Public Service Announcement
Prioritizing
Mental Well-Being
The Assignment
As part of my Public Relations in a Digital World course, I was tasked with developing a 30-second Public Service Announcement (PSA) designed to inform, engage, and motivate action on a topic of public importance. The goal was to create a television-ready PSA that adhered to best practices in strategic messaging, storytelling, and audience engagement.
The challenge? Deliver a compelling message in just 30 seconds.
The Concept
I chose to focus on mental well-being, particularly the importance of taking small but meaningful steps toward self-care. In today’s fast-paced world, feelings of stress and overwhelm are common. This PSA encourages individuals to pause, breathe, and take simple actions—like opening the curtains, journaling, or making a cup of tea—to shift their mindset and improve their well-being.
The Creative Approach
To ensure the PSA was both relatable and visually achievable, I focused on real-life, everyday moments. The video follows a stressed individual who makes small changes in their environment—letting in natural light, preparing tea, and journaling—to demonstrate that self-care doesn’t have to be complicated. The script reinforces this message with calm, reassuring narration, guiding viewers toward an accessible first step.
Execution & Production
The PSA was designed with practical production in mind, allowing for simple yet effective visuals that could be easily filmed or replicated using stock footage if needed. It follows a structured format:
The Problem – Stress and overwhelm are common experiences.
A Simple Solution – Small, mindful actions can help.
Call to Action – Directing viewers to Mental Health America (mhanational.org) for resources.
Final Thoughts
This project was an exercise in strategic message development, audiovisual storytelling, and audience engagement, all critical elements in the field of PR. It reinforced the power of clear, concise messaging and the importance of connecting with an audience on an emotional level.
Below, you’ll find the PSA script and video, demonstrating how a simple but effective message can inspire action.
A Simple Shift Can Change Everything.
Stress is inevitable, but how we respond to it makes all the difference. Sometimes, relief isn’t found in grand gestures—it’s in small, intentional moments. A deep breath. A cup of tea. A pause to soak in the sunlight.
This PSA isn’t about reinventing your routine; it’s about recognizing the power of small actions. Mental well-being starts with simple choices that bring a sense of calm and control.
Take a moment. Watch the video, read the script, and remember: your mind matters.