CCL partners with Central Michigan University students to create climate change PSAs
By Elissa Tennant
What makes a memorable public service announcement? Is it the visuals? The messaging? The catchy tagline? Or is it all of the above?
Citizens’ Climate Lobby’s marketing team proudly partnered with Central Michigan University (CMU) to explore this question. Over the course of the 2024-2025 academic year, CMU students created five, one-minute PSAs to educate the public on climate change solutions and encourage volunteer signups to CCL.
First, students in Dr. Jinhee Lee’s Fall 2024 Advertising and PR Research class conducted and presented formal research on ideal slogans and concepts. After weeks of research, they determined an ideal tagline would be: “Your Actions Shape Their World.” This tagline taps into the emotional appeal behind volunteering for the climate. Everything we do today is to create a better world for generations to come, including our own children.
Dr. Lee’s students also passed on key concepts and ideas from their research that the animation students used to shape their creative concepts for each PSA.
The research students then passed the baton to the students in CMU’s Spring 2025 Animation Jr. Studio II: Short Form Production class, led by Professors (and producers!) Steve Leeper and Rose Brauner. Working in groups of three, these students created full animations, from concept to final product, along with short social media previews for each PSA.
The students produced excellent work. Every piece is well-done, and each takes a different approach to talking about climate. Some groups used heartfelt sentiment, others leaned into humor, but all make the same, clear point: Our actions today shape the world of tomorrow.
CCL is grateful for this partnership and the hard work of all involved CMU students and staff. Enjoy the full showcase of animated PSAs below.
PSA #1: Urban Forests
Animation, Story & Design
Martha Kalumbula
Haley Kershaw
Diana Malla
Music by Zack Stark
Sound Design by Maggie Bauer
PSA #2: Fire!
Animation, Story & Design
Jo Moorehead
Cady Stalvey
Jillian Todd
Music by Kenzie Greene & Brendan Erickson
Sound Design by Maggie Bauer
PSA #3: Mudman
Animation, Story & Design
Megan Blades
Ava Ciaramitaro
Caroline Westfall
Music by Sammy Blades
Sound Design by Maggie Bauer
PSA #4: Pet Call
Animation, Story & Design
Makayla Dixon
Brayden Johnson
Kameron McClain
Music by Jay Batzner
Sound Design by Maggie Bauer
PSA #5: River
Animation, Story & Design
Emily Billinghurst
Michele McGraw
Estrella Moreira
Music by Angelo Buford
Sound Design by Maggie Bauer
Additional Credits
CCL would also like to thank the following people who contributed to the success of these projects:
Producers/Professors
Stephan Leeper
Rose Brauner
Production Partners
Professor of Advertising – Jinhee Lee
Professor of Commercial Music – Jay Batzner
Branding Consultant – Chip Humitz
CCL Mt Pleasant Chapter Co-Leader – Marie Koper (who initially brought the project to CCL!)
JRN 369 Advertising and PR Research Students
Ellison Elward
Madison Fagerstrom
Gigi Fox
Nash Fulgham
Liberty Guilmette
Olivia Jones
Kara Lacerna
Laura Lubahn
Lorenzo Martinez
Kathryn Nickell
Gabriella Pierzecki
Payton Thurston
Samuel Tomaszewski
