Chad Froomkin

TCOM 110

10-11

March 10, 2000

Public Service Campaign

This public service campaign is being launched by S-A-O-F (Save the Anemic Otter Foundation) to help anemic otters. This non-for-profit organization needs volunteers, money, and publicity to accomplish its missions and goals. Anemic otters are threatened with extinction along with being on the endangered species list. The S-A-O-F wants to stop the destruction of the otter’s habitat by urban sprawl. They also want to stop the destruction of natural wetlands, and stop hunters from hunting otters for their pelts. Their strategy is to get viewers to call in and donate money to help their cause.

The S-A-O-F decided to use Betty White, the star of the television sitcom Golden Girls, as their spokesperson. Most viewers are aware of her love for animals and her constant want to help as many endangered animals as she can. Being that Betty White most identifies with senior citizens, and that senior citizens are usually the demographic of people who donate money to non-for profit organizations, it would make sense that senior citizens would be the main target audience.

The commercial follows the basic public service announcement format. It starts out with Betty White introducing herself, and then introducing the organization and it’s purpose. Clips of otters in their natural habitat are used to introduce the audience to these lovable animals. Then Betty White gives the toll-free 1-877 phone number for people to call in and donate. Shots of the telephone operators are used to portray a helpful and friendly operation. The last part of the commercial is Betty White saying her last plea and sounding very serious, to make the audience feel guilty is they don’t do anything to help.

TV “IN HOUSE” PSA DATA BLOCK

A PUBLIC SERVICE MESSAGE FROM:

SAVE THE ANEMIC OTTER FOUNDATION

1584 EAST STATE ST.

ATHENS, OH 45701

(740) 594 – 3979

FOR RELEASE: March 21, 2000 to March 24, 2000.

JOB/ISCI# SAOF – 3979 LIVE ___ FILM ___ VTR XX_ SLIDE ___

SUBJECT SAVING AMENIC OTTERS LENGTH :60

REVISION 1 TITLE “SAVE THE ANEMIC OTTERS”

APPRV DATE 3/14/00 AS PRODUCED 3/21/00

Objective: To get the viewers to donate money to the “Save The Anemic Otter Foundation.”

Production Note: When Betty White is in front of the telephone operators (shot #10), the sound effect of the phones ringing and the operators saying hello, continues through shot #14. Also, this sound effect is faint and in the background, so it does not take away from Betty White’s dialogue. The repeated sound effect is written as “SFX: SAME AS LAST SHOT.”

Video Audio

MS OF BETTY WHITE. :00 BETTY WHITE: Hi, my name is Betty

White. You might know me from my role

As Rose Nylund on the hit T.V. sitcom

Golden Girls. I love to act, but my first love

In life is not acting, it is my love for

animals.

MS OF BETTY WHITE WITH “SAVE :08 That’s why I’m here today, to urge you to

THE ANEMIC OTTER FOUNDATION” support the S-A-O-F, better know as “Save

AT THE BOTTOM OF THE SCREEN. :05 the Anemic Otter Foundation.”

MS OF OTTER SITTING IN THE :13 These anemic otters need your help, whether

WATER. :04 it be for medical reasons, or for just plain

surviving.

MS OF OTTER SWIMMING ON IT’S :17 Otters are on the endangered species list and

BACK. :03 are also on the verge of extinction.

SFX: THE SOUND OF AN OTTER

SWIMMING.

MS OF OTTER CRAWLING ONTO A :20 BETTY WHITE: That is why it is

LOG FROM THE WATER. :02 imperative…

SFX: THE SOUND OF THE LOG

MOVING IN THE WATER.

LS OF TWO OTTERS ON LAND :22 BETTY WHITE: …that anemic otters be

CRAWLING AROUND. :03 saved. We have to stop the destruction…

SFX: THE SOUND OF TWO OTTERS

MAKING OTTER NOISES.

MS OF OTTER CATCHING A FISH :25 BETTY WHITE: …of these otter’s habitat

THAT JUMPED OUT OF THE WATER. by urban sprawl. We have to put an end to

:04 the abolishment of natural wastelands.

SFX: THE SOUND OF WATTER

SPLASHING.

MS OF AN OTTER SHAKING WATER :29 BETTY WHITE: And we have to stop the

OFF HIS BODY. :03 hunters from killing anemic…

SFX: THE SOUND OF AN OTTER

SHAKING WATER OFF HIS BODY.

CU OF THE OTTER’S FACE. :02 :32 BETTY WHITE: …otters just for their

pelts.

MS OF BETTY WHITE IN FRONT OF :34 The only way we can do this is if you put

THE TELEPHONE OPERATORS. :04 down that remote, pick up the phone…

SFX: PHONES RINGING IN THE

BACKGROUND AND THE FAINT

SOUND OF THE OPERATORS SAYING,

“HELLO S-A-O-F.”

MS OF BETTY WHITE IN FRONT OF :38 BETTY WHITE: …and call the number

THE TELEPHONE OPERATORS WITH that appears on the bottom of your screen.

THE NUMBER “1-887-LUV-OTTERS” SFX: SAME AS ABOVE.

AT THE BOTTOM OF THE SCREEN. :03

CU OF MAN TALKING ON THE :41 BETTY WHITE: We have helpful and

PHONE. :02 friendly operators…

SFX: SAME AS ABOVE.

CU OF WOMAN TALKING ON THE :43 BETTY WHITE: …standing by to take

PHONE. :02 your calls 24 hours a day.

SFX: SAME AS ABOVE.

MS PAN OF BETTY WHITE WALKING :45 BETTY WHITE: We accept donations of

AWAY FROM THE PHONE any amount, because even the smallest of

OPERATORS AND TOWARDS A donations will help these anemic otters a

BACKGROUND. :06 great deal.

SFX: PHONES RINGING.

MS OF BETTY WHITE IN FRONT OF :51 BETTY WHITE: Help S-A-O-F put an end

THE BACKGROUND. :09 to the endangerment of anemic otters. We

urge you to call today, so that another

species of animals does not become extinct.

:60