Applying the Science of Behavior to the Art of Storytelling
How do we talk to people who don’t want to listen? How do we convince people to consider alternative viewpoints when media itself is polarized? How do we reach people who are deeply embedded within their own information echo chambers?
The answer lies in the application of behavioral science and the emotive power of popular entertainment. Commercially-produced, scripted content, designed to achieve a social mission, breaks down echo chambers and influences civic beliefs, norms, and behaviors that have been shown to engender a more progressive political culture.
Based on this strategy, content goes beyond awareness raising or “tackling tough issues,” which is predominantly how entertainment is used for social change. In this case, we provide concrete actions and attitudes that our audiences can engage in to strengthen democracy, combat misinformation, and engender positive social change. We then portray the social consequences of adhering (or failing to adhere) to these behaviors and attitudes.