Assignment #4 Empathy 

Empathy is the capacity to recognize emotions that are being experienced by another sentient or fictional being. One may need to have certain amount of empathy before being able to experience   accurate sympathy or compassion.

International PSA

Emotion: Negative-dangerous

Idea: Drunk and accident

Concept: Used broken beer glass bottle to represent an accident where drunker drive a car and hit the street lamp.

Rationale: This PSA, don't drink and drive campaign to remind the drivers don't drink beer while driving. It can cause an accident either injury or death. By using tagline "what's the price of a bottle of beer", meaning that we are unable return our worthy lives back after what happened.

Local PSA

Emotion: Negative-irresponsible

Idea: Pregnancy woman, foetal injury, smoking

Concept: A pregnant woman touch her tummy and can see through the foetal was filled by poison that represent smoke of cigarette and it can cause foetal injury. 

Rationale: this PSA from National Cancer Society Malaysia campaign shows that smoking by pregnancy woman can cause foetal injury where give a bad risks to foetal or baby. By avoiding smoking it will help health development for baby itself.