July 11, 2013

Student-Created PSAs to Debut

Announcements about social issues will run on television stations

Still from Help Soldiers Heal

USC School of Cinematic Arts students have created public service announcements (PSAs) targeting urban violence, veterans’ issues and youth Internet safety that will premiere later this week on CBS 2 (KCBS-TV) and KCAL 9 (KCAL-TV). The three PSAs were developed and directed by students in the USC School of Cinematic Arts’ Media Institute for Social Change (MISC) in collaboration with the television stations.

“We are very grateful to CBS 2/KCAL 9 President and General Manager Steve Mauldin and his team for partnering with us on this exciting project,” said Michael Taylor, Executive Director of MISC and Kortchak Family Endowed Division Chair of the Film & Television Production Division. “Not only has the collaboration helped to provide the students with professional studio and work experience, but it has also given them an opportunity to see their work make a direct impact in society.”

Formed in 2011, the Media Institute for Social Change promotes positive social change through three main components: by offering scholarships to students dedicated to the promotion of social change, by acting as a service to professional filmmakers who are promoting positive social change in their work, and by conducting research to measure the cultural impact of these films. The PSAs were developed and created by graduate students who were each tasked with selecting a topic relevant to the community.

Still from Collateral Damage

The students worked with CBS 2/KCAL 9 producers and with foundations and non-profits whose work focused on the specific social issues.

“We are extremely pleased to partner with USC on this first-of-its-kind collaboration between the University’s School of Cinematic Arts and our television stations,” said General Manager Mauldin. “It has been a pleasure for us to work with the incredibly talented students who participated in this project which has produced three terrific and impactful public service announcements that we look forward to airing on our stations.”

“The Power of the PSA,” a half-hour special that showcases the work of the students with the CBS 2/ KCAL 9 team, will air on CBS 2 on Saturday, July 13 at 4:30 p.m. and will rebroadcast on KCAL 9 on Sunday, July 14 at 5:00 p.m.

The following PSAs are scheduled to debut later this week:

Directed by Ryan Lipscomb, featuring Alfre Woodard
A distraught grandmother addresses the perpetrator of her nine-year old grandson’s murder.  A message from families destroyed by senseless urban violence to those who threaten the community.
Women Against Gun Violence -http://wagv.org/

Directed by Maury Shessel, narrated by Emmy winner Keith David
Home but not yet safe from psychic injury, veterans of combat struggle to return to life after war.  A message of understanding and help for combat veterans with PTSD.
Operation Gratitude -http://www.operationgratitude.com/

Still from Internet Safety

Directed by John Berardo
Parent’s illusion of safety and privacy is changed forever by access to the Internet and social media. A reminder about parental guidance and personal responsibility on the Internet.
NetSmartz -http://www.netsmartz.org/