The 4th DBICA PSA fest 2008 was held on 20th September 2008 at 2.30 p.m. at DBICA, Don Bosco Institute of Communication Arts. The DBICA Public Service Announcement (PSA) Festival or Community Service Announcement (CSA) Festival is celebrated every year with the twin objective of, first, modifying public attitude by raising awareness about specific issues and, secondly, encouraging the youth to become committed, creative and relevant media producers. Addressing the gathering that was studded with the presence of persons like the renown film editor and director Mr. B. Lenin, well-known Ad Director Mr. J.S. Santhanam, of `Kumaran Silks` repute, and Rev. Fr. Patrick Joji, the former Chief Financial Advisor of the Don Bosco Group of Institutions, and the media savvy students and budding directors not only from Chennai, Fr. Harris the Director of DBICA, spelt out the vision and rationale behind hosting such a fest. At a time when Ads do have a great impact and is made use of for commercial purposes, he said that, we should seriously think about making it the instrument to usher in attitudinal changes among the masses and make them socially responsible. In this regard, DBICA would endeavour to promote and encourage events and movements that make a difference, he added.
The Chief invitees were all praises for DBICA`s efforts in promoting young talent and wished it well in its dream of creating awareness about mass media and awareness through mass media. Fr. Patrick congratulated both the participants and DBICA for the efforts taken in the interest of the public especially in trying to create through these PSAs a healthy living both of body and mind, and social consciousness and responsibility. He underlined the need for creativity and imagination, factors that can drive home the message conveyed, forcefully.
Mr. B. Lenin, was his pragmatic and encouraging self, when he honestly appreciated the entrants for creating ads that were very relevant and captivating and didn`t needed the much ignored censoring. The thirty one entries that came in from different parts of the state were all screening and, in fact, as Mr. J. S. Santhanam, Ad-film Director, observed were very competitive and it was a tough task to decide on the winners. He tipped the students on how they could hone their skills and screened couple of his recent productions. Before handing over the Awards he wisely concluded that creativity, an imperative in ad making, is expressed to the maximum if a person maintains good mental health. The First Prize a cash award of Rs. 5000- was given to the PSA “Stop Smoking“ directed by Mr. A R Rajarajan and Mr.Ramesh of Chennai. The Second Prize, a cash award of Rs. 3000/-, was given to the PSA “Ulagam Eriya Pogirathu“ directed by Mr. G D Albert from Gingee, and the Third Prize, a cash award of Rs. 2000/-, was given to the PSA “Oozhal“ directed by Ms. C Ashwini from Katpadi.
All the PSA makers who participated in the Festival were also awarded with participation certificates. The DBICA PSA Fest 2008 was indeed an exceptional opportunity for budding Ad-film producers to stage their wares and for DBICA it was yet another significant moment in its endeavour to promote talent that can bring out social transformation slowly, but definitely.