PSA Scripts
As noted in the handbook, the scripts which follow were developed based on a number of criteria. First
and foremost, our goal was to develop messaging that was in line with social movement theory. Three key
points guided their development:
1) Ultimate change will not come only from changing individual behavior but by creating cultural
and societal shifts as well.
2) Developing strong relationships is of the utmost importance when cultivating a social movement.
These movements spread from neighbor-to-neighbor, mother-to-daughter, and teacher-tostudent. Our messages must match the highly personal nature of a movement.
3) Nothing will change without grassroots demand. We are not pushing a lifestyle change on
anyone; rather, we are seeking to engage the motivated, who, in turn, will further motivate their
friends, families and colleagues.
Furthermore, these scripts purposefully stay far away from topics and approaches that are overused and
have proven ineffective. These topics/approaches can best be summarized in the following ways:
1) Individuals are solely responsible for their own health situation.
2) Obesity is the crisis. To be clear, It’s Time Texas should never be framed as obesity prevention.
It’s Time Texas is a positive, solutions-focused campaign dedicated to establishing healthy
communities and a healthy state.
To be successful, these PSAs must be relatable to a broad audience. We are not targeting audience
members based solely on demographics; rather, we aim to reach everyone with a common message, or in
social movement terms, a common cause: It’s Time Texas..
In order to meet all of the aforementioned goals and provisions, ACTIVE Life developed this driving
strategic thought: As Texans, we hold the power and responsibility to ensure that our families, community—
and ultimately our state—are united towards a healthier future.
This statement conveys potential, hope and inspiration. It develops a shared set of goals and makes
the Texas community the movement’s common platform. It is this guiding vision that has guided the
development of the following scripts.
IT’S TIME
TEXAS
The
Cooper
501(c)(3)
Institute
TM
WELL. INTO THE FUTURE.
Appendix II
PSA Scripts
Rally Cry
All-Market: 30 seconds
Tone references:
http://www.youtube.com/watch?v=ZD4jv21GjrM
http://www.youtube.com/watch?v=FdW1CjbCNxw
In the All-Market spots, we would like to “splice” in imagery of past social movements to leverage the
passion and urgency of historical events.
Q1 Script: Primary Objective – Raise Awareness of ITT Brand/Cause; Target Audience
– General Public
Shot opens on a child; he is standing in front of a white screen, facing camera. As the PSA progresses,
various children of different ages take the role of speaker.
“
To the People of Texas & All Americans:
We are in CRISIS.
Besieged by an unhealthy culture.
Children today could be the first generation to have a lower life expectancy than their parents.
WE WANT A BETTER FUTURE!
We are Texans. A state of stalwarts. We are smart and powerful.
(Return to the first child for closing)
We are strong enough to TRIUMPH, but do we care enough?
As our mothers, teachers, mentors, neighbors, business leaders, PLEASE show you care!
”
It’s Time Texas. Time for a revolution. It’s time to demand a healthier future for us all.
A Title card follows
It’s Time Texas. Become United in Health at ItsTimeTexas.org
IT’S TIME
TEXAS
The
Cooper
501(c)(3)
Institute
TM
WELL. INTO THE FUTURE.
Appendix II
PSA Scripts
Q2 Scrip: Primary Objective – Recruit Schools & Families; Target Audience - School
Leadership/Staff and Families
Shot opens on a woman wearing a school T-shirt; she is a teacher. She stands in front of a white screen,
facing camera. As the PSA progresses, various teachers take the role of speaker.
“
To the People of Texas & All Americans:
We are in CRISIS.
Besieged by an unhealthy culture.
As a teacher, I spend too much time trying to get my students to focus when I need to be teaching.
Many of our students aren’t eating right or exercising. This affects their ability to REALLY learn.
ALL CHILDREN DESERVE A FAIR CHANCE AT THE FUTURE!
We are Texans. A state of can-doers. Where others see the impossible, we see a chance to lead.
(Return to the first teacher for closing)
We are strong enough to TRIUMPH, but do we care enough?
As teachers, parents, neighbors, business leaders, PLEASE show you care.
”
It’s Time Texas. Time for a revolution. It’s time to demand a healthier future for us all.
A Title card follows
It’s Time Texas. Become United in Health at ItsTimeTexas.org
IT’S TIME
TEXAS
The
Cooper
501(c)(3)
Institute
TM
WELL. INTO THE FUTURE.
Appendix II
PSA Scripts
Q3 Script: Primary Objective – Recruit Businesses & Employees; Target Audience –
Business Leaders and Employees
Shot opens on a woman wearing a business suit. She stands in front of a white screen, facing camera.
As the PSA progresses, various business-men and -women take the role of speaker.
“
To the People of Texas & All Americans:
We are in CRISIS.
Besieged by an unhealthy culture.
Many of my employees are unwell. Some are absent from work. Others don’t have the energy to get the job
done.
I want healthy employees…
…And a healthy business.
THE STRENGTH OF OUR STATE IS THE CHARACTER OF ITS PEOPLE!
We are Texans. A state of leaders. When things get tough we get tougher.
(Return to the first woman for closing)
We are strong enough to TRIUMPH, but do we care enough?
As business leaders, neighbors, customers, and employees, PLEASE show you care.
”
It’s Time Texas. Time for a revolution. It’s time to Demand a healthier future for us all.
A Title card follows
It’s Time Texas. Become United in Health at ItsTimeTexas.org
IT’S TIME
TEXAS
The
Cooper
501(c)(3)
Institute
TM
WELL. INTO THE FUTURE.
Appendix II
PSA Scripts
Q4 Script: Primary Objective – Increase Recruitment; Target Audience – General Public
Shot opens on a woman wearing every day clothes. She stands in front of a white screen, facing
camera. As the PSA progresses, various people—old and young and of every race—take the role of
speaker.
“
To the People of Texas & All Americans:
We have made huge strides.
We found strength in one another and purpose in our path toward a healthier future.
WE HAVE UNITED IN THE NAME OF HEALTH!
And I am proud.
I am proud.
I am proud to call y’all my neighbors.
My friends. My family.
(Return to the first woman for closing)
I am proud to be a Texan, and I am confident that we will continue our progress.
”
It’s Time Texas. We’ve started a revolution. It’s time to show the world what we can do.
A Title card follows
It’s Time Texas. Become United in Health at ItsTimeTexas.org
IT’S TIME
TEXAS
The
Cooper
501(c)(3)
Institute
TM
WELL. INTO THE FUTURE.
Appendix II
PSA Scripts
All-Market: 15 seconds
Q1 Script: Primary Objective – Raise Awareness of ITT Brand/Cause; Target Audience
– General Public
Shot opens on a child; he is standing in front of a white screen, facing camera. As the PSA progresses,
various children of different ages take the role of speaker.
“
To the People of Texas & All Americans:
We face the CRISIS of an unhealthy culture.
Children today could be the first generation to have a lower life expectancy than their parents.
WE WANT A BETTER FUTURE!
We are Texans.
(Return to the first child for closing)
We are strong enough to triumph, but do we care enough?
As a community we must CARE!
”
It’s Time Texas. It’s time to create a healthier future for us all.
A Title card follows
It’s Time Texas. Become United in Health at ItsTimeTexas.org
IT’S TIME
TEXAS
The
Cooper
501(c)(3)
Institute
TM
WELL. INTO THE FUTURE.
Appendix II
PSA Scripts
Q2 Scrip: Primary Objective – Recruit Schools & Families; Target Audience - School
Leadership/Staff and Families
Shot opens on a woman wearing a school T-shirt; she is a teacher. She stands in front of a white screen,
facing camera. As the PSA progresses, various teachers take the role of speaker.
“
To the People of Texas & All Americans:
We face the CRISIS of an unhealthy culture.
As a teacher, I worry that my students aren’t eating right or exercising.
ALL CHILDREN DESERVE A FAIR CHANCE AT THE FUTURE!
We are Texans.
(Return to the first teacher for closing)
We are strong enough to triumph, but do we care enough?
As a community we must CARE!
”
It’s Time Texas. It’s time to create a healthier future for us all.
A Title card follows
It’s Time Texas. Become United in Health at ItsTimeTexas.org
IT’S TIME
TEXAS
The
Cooper
501(c)(3)
Institute
TM
WELL. INTO THE FUTURE.
Appendix II
PSA Scripts
Q3 Script: Primary Objective – Recruit Businesses & Employees; Target Audience –
Business Leaders and Employees
Shot opens on a woman wearing a business suit. She stands in front of a white screen, facing camera.
As the PSA progresses, various business-men and -women take the role of speaker.
“
To the People of Texas & All Americans:
We face the CRISIS of an unhealthy culture.
Many of my employees are unwell. Some are absent from work. Others don’t have the energy to get the job
done.
THE STRENGTH OF OUR STATE IS THE CHARACTER OF ITS PEOPLE!
We are Texans.
We are strong enough to TRIUMPH!
(Return to the first woman for closing)
We are strong enough to triumph, but do we care enough?
As a community we must CARE!
”
It’s Time Texas. It’s time to create a healthier future for us all.
A Title card follows
It’s Time Texas. Become United in Health at ItsTimeTexas.org
IT’S TIME
TEXAS
The
Cooper
501(c)(3)
Institute
TM
WELL. INTO THE FUTURE.
Appendix II
PSA Scripts
Q4 Script: Primary Objective – Increase Recruitment; Target Audience – General Public
Shot opens on a woman wearing every day clothes. She stands in front of a white screen, facing
camera. As the PSA progresses, various people—old and young and of every race—take the role of
speaker.
“
To the People of Texas & All Americans:
We have made huge strides.
WE HAVE UNITED IN THE NAME OF HEALTH!
And I am proud.
(Return to the first woman for closing)
I am proud to be a Texan, and I am confident that we will continue to progress.
”
It’s Time Texas. It’s time to CONTINUE to working for a healthier future for us all.
A Title card follows
It’s Time Texas. Become United in Health at ItsTimeTexas.org
IT’S TIME
TEXAS
The
Cooper
501(c)(3)
Institute
TM
WELL. INTO THE FUTURE.
Appendix II
PSA Scripts
Local-Market: 30 seconds
The goal of the Local-Market PSA spots is two-fold
1) Connect the high-level, idealistic message of the All-Market PSA to actionable steps community
members can take as members of the movement
2) Begin to cultivate the relationship that is so important to the development of social movement
To meet this goal, these spots will feature Local Heroes: City Officials, Police or Fire Personnel, News
Station Anchors or Reporters, Local Business Executives, etc.
Using the questions, “What was your It’s Time moment? What is your rally cry as you spread the message
to your family, friends and community? Why should we all stand up, united in health?” These PSA
messages will leverage the work each hero has accomplished.
The backdrop of these spots will be the same white space used in the All-Market spots.
Note, the website site listed is XXXX.com/ItsTimeTexas. Each should be customized to
the local affiliate.
Example 1:
Austin Police Chief, Art Acevedo
Ask off camera, “Please tell us about the moment you decided “It’s Time.” Why have you
committed to this cause?”
As Police Chief, I have It’s Time Moments everyday, but the moment I decided “It’s Time” ...I saw a
group of young kids sitting on the curb, basketball in hand, but stuck without a safe place to play.
Ask off camera, “At that moment, what was your rally cry to put the movement into action? What
did you tell your community it was time to do?”
That’s when I cried out, “We can’t just solve crime; we have to put our neighbors on the right path
to prevent it.”
Ask to repeat this phrase verbatim:
“It’s Time Texas. It’s time to make our city a safer place to play. It’s time to Demand a healthier future
for us all.”
A Title card follows
It’s Time Texas. Become United in Health at XXXX.com/ItsTimeTexas
IT’S TIME
TEXAS
The
Cooper
501(c)(3)
Institute
TM
WELL. INTO THE FUTURE.
Appendix II
PSA Scripts
Example 2:
HEB executive, Kate Rogers
Ask off camera, “Please tell us about the moment you decided “It’s Time.” Why have you
committed to this cause?”
As an HEB executive, I think about health every day. But my work as a community mentor was
really my It’s Time Moment. Through this work, I saw kids and parents desperate to learn more
about the food they eat.
Ask off camera, “At that moment, what was your rally cry to put the movement into action? What
did you tell your community it was time to do?”
That’s when I cried out, “We can’t just sell food; we have to feed the minds of our customers.”
Ask to repeat this phrase verbatim:
“It’s Time Texas. It’s time to learn about nutrition. It’s time to Demand a healthier future for us all.”
A Title card follows
It’s Time Texas. Become United in Health at XXXX.com/ItsTimeTexas
IT’S TIME
TEXAS
The
Cooper
501(c)(3)
Institute
TM
WELL. INTO THE FUTURE.
Appendix II
PSA Scripts
Local-Market: 15 seconds
Example 1:
Austin Police Chief, Art Acevedo
Ask off camera, “Please tell us about the moment you decided “It’s Time.” Why have you
committed to this cause?”
As Police Chief my “It’s Time” moment came when I saw a group of young kids sitting on the curb,
basketball in hand, but stuck without a safe place to play.
Ask to repeat this phrase verbatim:
“It’s Time Texas. It’s time to make our city a safer place to play. It’s time to Demand a healthier future
for us all.”
A Title card follows
It’s Time Texas. Become United in Health at XXXX.com/ItsTimeTexas
Example 2:
HEB executive, Kate Rogers
Ask off camera, “Please tell us about the moment you decided “It’s Time.” Why have you
committed to this cause?”
As an HEB executive, I think about health every day. But my work as a community mentor was
really my It’s Time Moment. Through this work, I saw kids and parents desperate to learn more
about the food they eat.
Ask to repeat this phrase verbatim:
“It’s Time Texas. It’s time to learn about nutrition. It’s time to Demand a healthier future for us all.”
A Title card follows
It’s Time Texas. Become United in Health at XXXX.com/ItsTimeTexas
IT’S TIME
TEXAS
The
Cooper
501(c)(3)
Institute
TM
WELL. INTO THE FUTURE.
Appendix II
PSA Scripts
Special Interest Stories
The development of Special Interest Stories will function to further the goals of the All-Market and LocalMarket PSAs, connecting the message even further to the local community by tying an everyday community
member to the cause. We will do this by leveraging the true -life stories we gather through the It’s Time
Texas websites, as well as social media outreach.
With each Local- and All-Market PSA, we have driven viewers to the It’s Time Texas website. Once at the
website, the visitor can find more information about the cause; see others in their community who are
taking action; and find tools and resources to put the cause into action in their own lives. The site will serve
to inventory and promote the PSAs and Special Interest Stories, as well as the actions of the growing It’s
Time Texas community.
By tracking the actions of this community, you will have a pool of stories from which to develop these
Special Interest Stories. These Stories should be very organic, real and unfiltered, yet they must be
anchored by a central concept or theme, as the PSA spots are. The goals of the Special Interest Stories are
to make heroes of those taking action and to use their examples to inspire and inform others.
Therefore, we propose the following message frame to use while developing the Special Interest Stories.
Example 1
A young father has seen the It’s Time Texas spot featuring the police chief.
Using Twitter, the man tweets, “I’ve found a purpose, my community fell into disarray, but with tips
from the police chief, we’ve now formed a watch group #ITSTIMETEXAS”
The local new station contacts him, via direct message, to ask if they can set up a day in which we can
follow him as he says “It’s Time” and put his message into action.
(Reporter sets up the story)
Unfortunately it’s a story many of us know all too well. We wake up one morning to find our
neighborhood is no longer the American Dream we bought into. Fences have graffiti tags, and four
letter words have replaced the laughter of kids out to play.
This was the story of Peter and his neighborhood, until he heard the message “It’s Time Texas.”
Spoken by our Austin’s very own chief of police, Chief Acevedo, these three words resonated with
Peter and were just what he needed to take to the streets with positivity.
(Story begins, showing Peter working to plant trees with his neighbors)
IT’S TIME
TEXAS
The
Cooper
501(c)(3)
Institute
TM
WELL. INTO THE FUTURE.
Appendix II
PSA Scripts
Peter has gathered a group of concerned parents and rather than complain, they’ve chosen to take
up arms: in the form of shoves, hammers and paint brushes.
(Peter’s quote in the story) It felt like it just turned overnight. I woke up and thought: Where did my
piece of the American Dream go? It went to that kid with the spray can, that’s where it went. In just
the same way, it dawned on me when I heard the police chief: It is time. It’s my time. Today. So I got
my own paint and got some of my own friends, and we made it a fair fight.
(Reporter Closes)
The group has painted and landscaped two parks and each one of their own front yards. With
each stroke of the brush, knock of the hammer, and every beautiful tree, they are telling the world:
It’s Time Texas: Time to take to the streets with positivity, united in our pursuit of a healthier future.
For more information and actionable steps you can take to become United in Health, visit our XXXX.
com/ItsTime Texas
Example 2:
An entrepreneur has seen the It’s Time Texas spot featuring HEB’s Kate Rogers.
The woman posts on the It’s Time Texas Facebook page, “Inspiring! As a big company, HEB is
making huge strides; I pledge to do the same with my small business.”
The local new station contacts her, via direct message, to ask if they can set up a day in which we can
follow her as she says “It’s Time” and put her message into action.
(Reporter sets up the story)
In an era of reporting on corrupt corporations, a slowing economy, and small business that can’t
make ends-meet let alone innovate, it’s an honor to bring this story to you tonight.
Judy Smith, owner of Blue Elephant, a local, eclectic boutique has stood up to say, “It’s Time Texas.”
It’s Time our businesses not only supported our community economies, but also our community lives.
(Story begins, showing Judy working at her store)
Judy has set aside Sunday mornings for community outreach. This week she’s teaching a handful of
IT’S TIME
TEXAS
The
Cooper
501(c)(3)
Institute
TM
WELL. INTO THE FUTURE.
Appendix II
PSA Scripts
high school students about finance, showing them some behind-the-scene business strategies and
insights.
(Judy’s quote in the story) I saw Kate Rogers from HEB propelling the message of community
outreach and thought, that’s something I need to do. I’ve always tried to create a welcoming
environment for my customers, but now I try to create a supportive environment for my neighbors.
(Reporter Closes)
Judy plans to grow her weekly outreach efforts with the hope that, one day, she’ll be able to have
a larger intern-like program. She wants to reach local high school girls who have the dream of
owning their own business. Her message to them: You and your dream are worth more than money.
Her message to the community: It’s Time Texas: Our business must go further than dollars and cents
to add value in our pursuit of a healthier future.
For more information and actionable steps you can take to become United in Health, visit our XXXX.
com/ItsTime Texas
IT’S TIME
TEXAS
The
Cooper
501(c)(3)
Institute
TM
WELL. INTO THE FUTURE.
Appendix II
PSA Scripts