To produce a radio ad, you start with a script.  A radio script includes every word you’ll hear in the ad, whether it’s dialogue or narration.  The script also includes a description of any music and other sounds you’ll hear. 

A TV storyboard is pretty much the same as a radio script, except it also includes little sketches showing us what images, graphics or text we'll see in each shot.

A script or storyboard tells the producer how to make the ad.  Narrators read the words, actors perform the dialogue, cinematographers get the shots, artists design the graphics and text, and editors insert the music and other sounds.  But it all starts from the script or storyboard. 

A script for a 30-second radio ad is very short – between 50 and 100 words.  Most TV ads have even fewer words; the best ones tell their story mainly through images.   

Even though there aren’t many words, you’ll probably want to write and rewrite your scripts and storyboards, revising, editing and fine-tuning your ad until you deliver your message effectively. 

Explore this section for templates and instructions.  See the Counter-Marketing section of this site for examples of effective tobacco prevention messages and tips on how to create a winning ad.