Penerapan Teknik Penulisan Naskah pada Produksi Video Iklan Layanan Masyarakat di DP3A Kota Bogor

Abstract

This project aims to apply the three-act structure theory in writing a public service advertisement (PSA) script to increase brand awareness of the Family Learning Centre (PUSPAGA) programme of the Department of Women's Empowerment and Child Protection (DP3A) of Bogor City. The project was conducted with a practice-based approach using active participation methods, interviews, and literature studies. The object of study is a video PSA entitled ‘You Are Not Alone’ which raises the issue of mental health awareness in the family. The script is structured using a three-act narrative model: introduction (setup), conflict development (confrontation), and resolution (resolution), and refers to the communication theory approach to form a persuasive and coherent message. The research resulted in a final production-ready script and visual direction optimised for social media, particularly the Instagram platform. This project confirms the importance of applying structured communication models in digital media production and contributes to the development of academic discourse in the field of scriptwriting based on branding strategies and relevant theoretical approaches.