{"id":2682,"date":"2014-12-02T16:44:11","date_gmt":"2014-12-03T00:44:11","guid":{"rendered":"http:\/\/lm.sactoweb.com\/?p=2682"},"modified":"2016-06-23T13:04:17","modified_gmt":"2016-06-23T20:04:17","slug":"california-plan-giving-psas","status":"publish","type":"post","link":"https:\/\/ligonmedia.com\/california-plan-giving-psas\/","title":{"rendered":"California Plan Your Giving – The PSAs"},"content":{"rendered":"

[et_pb_section admin_label=”section” transparent_background=”off” background_color=”#ffffff” allow_player_pause=”off” inner_shadow=”off” parallax=”off” parallax_method=”off” padding_mobile=”on” make_fullwidth=”off” use_custom_width=”off” width_unit=”on” make_equal=”off” use_custom_gutter=”off” custom_padding=”||0px|”][et_pb_row admin_label=”row” make_fullwidth=”off” use_custom_width=”off” width_unit=”on” use_custom_gutter=”off” custom_padding=”||0px|” padding_mobile=”on” allow_player_pause=”off” parallax=”off” parallax_method=”off” make_equal=”off” parallax_1=”off” parallax_method_1=”off” column_padding_mobile=”on”][et_pb_column type=”4_4″][et_pb_divider admin_label=”Divider” color=”#ffffff” show_divider=”off” height=”55″ divider_style=”solid” divider_position=”top” hide_on_mobile=”on”]<\/p>\n

[\/et_pb_divider][et_pb_text admin_label=”CATEGORY HEADING” background_layout=”light” text_orientation=”center” text_font=”PT Sans|on|||” text_text_color=”#bcbcbc” use_border_color=”off” border_color=”#ffffff” border_style=”solid” text_letter_spacing=”2px” custom_margin=”||0px|” custom_padding=”||0px|”]<\/p>\n

CLIENT NEWS<\/p>\n

[\/et_pb_text][et_pb_text admin_label=”HEADLINE” background_layout=”light” text_orientation=”center” max_width=”660px” text_font=”PT Sans||||” text_font_size=”72″ text_text_color=”#1d1d1d” use_border_color=”off” border_color=”#ffffff” border_style=”solid” custom_margin=”18px||80px|” text_line_height=”1.1em” text_font_size_last_edited=”on|desktop” text_font_size_tablet=”52″]<\/p>\n

California Plan Your Giving - The PSAs<\/p>\n

[\/et_pb_text][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section admin_label=”Section” fullwidth=”off” specialty=”off” transparent_background=”off” background_color=”rgba(89,135,163,0.18)” allow_player_pause=”off” inner_shadow=”off” parallax=”off” parallax_method=”off” padding_mobile=”on” make_fullwidth=”off” use_custom_width=”off” width_unit=”on” make_equal=”off” use_custom_gutter=”off” custom_padding=”0px|||”][et_pb_row admin_label=”row” make_fullwidth=”off” use_custom_width=”on” width_unit=”on” use_custom_gutter=”off” custom_padding=”0px|||” padding_mobile=”on” allow_player_pause=”off” parallax=”off” parallax_method=”off” make_equal=”off” parallax_1=”off” parallax_method_1=”off” parallax_2=”off” parallax_method_2=”off” column_padding_mobile=”on” custom_width_px=”620px”][et_pb_column type=”4_4″][et_pb_image admin_label=”AUTHOR IMAGE” src=”https:\/\/ligonmedia.com\/wp-content\/uploads\/2016\/06\/blog_photo.png” show_in_lightbox=”off” url_new_window=”off” use_overlay=”off” animation=”off” sticky=”on” align=”center” force_fullwidth=”off” always_center_on_mobile=”on” use_border_color=”off” border_color=”#ffffff” border_style=”solid” custom_margin=”-48px|||”]<\/p>\n

[\/et_pb_image][et_pb_text admin_label=”AUTHOR NAME” background_layout=”light” text_orientation=”center” text_font=”PT Sans||||” text_font_size=”18″ text_text_color=”#323232″ text_line_height=”1.4em” use_border_color=”off” border_color=”#ffffff” border_style=”solid” custom_margin=”14px||0px|”]<\/p>\n

David Ligon<\/strong><\/span><\/a>, Creative Principal, Sacramento<\/p>\n

[\/et_pb_text][et_pb_text admin_label=”DATE” background_layout=”light” text_orientation=”center” text_font=”PT Sans|on|||” text_text_color=”#363636″ use_border_color=”off” border_color=”#ffffff” border_style=”solid” custom_margin=”0px|||”]<\/p>\n

December 02, 2014<\/p>\n

[\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row admin_label=”row” make_fullwidth=”off” use_custom_width=”on” width_unit=”on” use_custom_gutter=”off” custom_padding=”0px|||” padding_mobile=”on” allow_player_pause=”off” parallax=”off” parallax_method=”off” make_equal=”off” parallax_1=”off” parallax_method_1=”off” parallax_2=”off” parallax_method_2=”off” column_padding_mobile=”on” custom_width_px=”620px”][et_pb_column type=”4_4″][et_pb_text admin_label=”ARTICLE PARAGRAPH 2″ background_layout=”light” text_orientation=”left” max_width=”620px” text_font=”PT Serif||||” text_font_size=”20″ text_text_color=”#363636″ use_border_color=”off” border_color=”#ffffff” border_style=”solid” custom_margin=”30px||0px|” text_line_height=”1.5em” text_font_size_last_edited=”on|tablet”]<\/p>\n

B<\/span>ack in 2011, we were asked by the co-chair of\u00a0“California Plan Your Giving” to create some PSAs. \u00a0CPYG\u00a0is an initiative to get people to pledge money to their favorite charities upon their passing. \u00a0It was important that we didn’t play favorites or push people toward one charity. \u00a0The whole point was to get people to give. Period.<\/p>\n

The idea was to\u00a0create PSAs that resembled\u00a0testimonials about giving, since we didn’t want to show one type of charity (e.g. homelessness). \u00a0We tried it with real donors first, and found it didn’t work out quite as we wanted. \u00a0In one case, the college aged child of parents who had made the pledge to give a portion of her inheritance to charity wanted to rewrite the script. \u00a0And what she wrote was fine if we wanted to promote her parents, but not if we wanted to ask other people to give money. Plus, she was a little stiff and not very compelling since she wasn’t used to being in front of the camera.\u00a0 The second one we did worked much better. \u00a0But we knew going forward that if we wanted to create some memorable PSAs we would have to script them, and get people who are comfortable being in front of the camera — like, you know, actors. Luckily, I know a bunch of actors. \u00a0And in almost all cases, these actors are very committed to their communities in various charity endeavors. So it was a win-win situation.<\/p>\n

Below are the PSAs we created. On the top left of the YouTube player there is a playlist icon that will display all the videos for you to choose from, or you can simply play the first one and they will play in order.<\/p>\n

[embedyt]http:\/\/www.youtube.com\/watch?list=PLR615SPD5A66RlnqB6pYoW3EKfWE1TpnP[\/embedyt]<\/p>\n

[\/et_pb_text][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section admin_label=”Section” fullwidth=”off” specialty=”off” transparent_background=”off” background_color=”#ffffff” allow_player_pause=”off” inner_shadow=”off” parallax=”off” parallax_method=”off” padding_mobile=”on” make_fullwidth=”off” use_custom_width=”off” width_unit=”on” make_equal=”off” use_custom_gutter=”off” custom_padding=”0px|||”][et_pb_row admin_label=”Row” make_fullwidth=”off” use_custom_width=”on” width_unit=”on” use_custom_gutter=”off” custom_padding=”50px|||” padding_mobile=”on” allow_player_pause=”off” parallax=”off” parallax_method=”off” make_equal=”off” parallax_1=”off” parallax_method_1=”off” column_padding_mobile=”on” custom_width_px=”620px”][et_pb_column type=”4_4″][et_pb_text admin_label=”BUTTON & DISCLAIMER” background_layout=”light” text_orientation=”center” text_font=”PT Serif||||” text_font_size=”16″ text_text_color=”#363636″ use_border_color=”off” border_color=”#ffffff” border_style=”solid” custom_margin=”30px||0px|” text_line_height=”1.5em” text_font_size_last_edited=”on|desktop” text_font_size_phone=”12″]<\/p>\n

Contact Us<\/a><\/p>\n

\n

If you like, share. If you don\u2019t like, don\u2019t share. And if you\u2019re indifferent, then share or don\u2019t share, whatever.<\/em><\/p>\n

[\/et_pb_text][\/et_pb_column][\/et_pb_row][\/et_pb_section]<\/p>\n","protected":false},"excerpt":{"rendered":"

Back in 2011, we were asked by the co-chair of “California Plan Your Giving” to create some PSAs. CPYG is an initiative to get people to pledge money to their favorite charities upon their passing. It was important that we didn’t play favorites or push people toward one charity. The whole point was to get people to give. Period.<\/p>\n","protected":false},"author":2,"featured_media":0,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_et_pb_use_builder":"on","_et_pb_old_content":"\u00a0\r\n

[button link=\"https:\/\/ligonmedia.com\/contact\/\" color=\"blue\"] Contact Us[\/button]<\/p>\r\nIf you like, share.\u00a0 If you don\u2019t like, don\u2019t share. \u00a0And if you\u2019re indifferent, then share or don\u2019t share, whatever.<\/em>","_et_gb_content_width":"","footnotes":""},"categories":[68,3,18],"tags":[6,27,22,35,9,46,5,19,36,29,24,28],"yoast_head":"\nCalifornia Plan Your Giving - The PSAs | Ligon Media<\/title>\n<meta name=\"description\" content=\"PSAs were shot for California Plan Your Giving in 2011. 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