Can Transmedia Save the

World?

Nedra WeinreichTwitter: @Nedra

Photo: John Corvera

Photo: Karla K.

Those who tell the

stories rule the world.

- Hopi Proverb(or Plato)

Stories are powerful.

This doesn’t work.

Where is their attention?

How do stories create change?

Stories grab

people’s attention.

Stories make

abstract concepts concrete

and relevant.

Stories shape our understanding & interpretation of issues/events.

Photo: Adrian Kinloch

Stories provide

vicarious experience

s.

Photo: Bryan Rosengrant

Stories create empathyfor others.

Stories persuade people of the importance of taking

action.

Stories create or reinforce social norms.

Photo: Sistak

Photo: David Salafia

“While all the patients who received the storytelling DVD had better blood pressure control on average, those who started out with uncontrolled hypertension were able to achieve and maintain a drop as significant as it had been for patients in previous trials testing drug regimens.” Houston, et. al, Culturally Appropriate Storytelling to Improve Blood Pressure: A Randomized Trial, Ann Intern Med, January 18, 2011 154:77-84

Entertainment Education

Entertainment Education Principles

• Characters the audience can relate to• Ongoing relationship with characters -

emotional bonding• Modeling of desirable

behaviors/attitudes• Depicting the positive and negative

consequences of behaviors• Teaching knowledge & skills as part of

the story

Transmedia Stories

Moving the “Fourth Wall”

Original Fiction Documentary

Storyworld Extension

Crowdsourced Stories

Action

Transmedia for ChangeStory Sources

Immersive Engagement for Change =

Behavior Change Model + Good Storytelling +Ubiquitous Media +

Participatory Experience +Real World

• Documentary film• Interactive website with interviews, additional video,

advocacy tools• Indian teen-created videos• Audio podcasts• Graphic novel• Traditional song to teach at powwows/gatherings• Audience-generated videos – “What’s in Your Heart?”• Audience-generated photos• Facebook page – online community• Twitter feed – behind the scenes as film is made• Educational guide

[ExpertRachelG] The answer is - No, chewing tobacco is NOT a safe alternative to cigarettes.[clubMrCaruthers] No, I think that can cause cancer of the jaw, right?[gospelgirl16] yes[ExpertRachelG] Right -- Smokeless tobacco particularly increases the risk of oral or mouth cancers.[clubGregg] alternative to cigarettes? how about video games.....more fun, less dangerous.......just as addicting ]:}[HostMichael] ok here is a question that came up in CLUB:[HostMichael] aren't there studies that show that teens can get addicted to nicotine more quickly than adults?[ExpertRachelG] And, thought i might add: Pipes, cigars or "light" or "low-tar" cigarettes are also NOT safe alternatives. Their

effects are not exactly the same but none of them are safe.[rockhound] umm...i am guessing yes[ExpertRachelG] This is true, HostMichael [clubAllison] Mr. Caruthers was no help, Michael. As you saw...[ExpertRachelG] Several major research studies have demonstrated that teens get hooked on tobacco much faster than we

previously thought often after only a few cigarettes.[ExpertRachelG] Get this -- One study showed that among teenage girls who get hooked, it took only an average of about three

weeks from when they started smoking occasionally.[clubTheDean] Ah, Mr. Caruthers! As sponsor of the health club, I'm sure you know ALL the answers. But like a good teacher, you

ask in the form of a question -- inspiring the students to do the learning![lovelylel] only three weeks[gospelgirl16] i heard that some people get addicted after their first time...[HostMichael] ok -- let's broaden this a bit:[HostMichael] Is there any relationship between smoking and the use other substances -- like alcohol or other drugs?[ExpertRachelG] This is also related to the fact why teens get "addicted faster"...[clubGregg] so cigarettes and alcohol brainwash you? this is more serious than i thought[rockhound] word[childofGod] gg: crazy[ExpertRachelG] One way to look at it clubGreg!

ExpertHostCLUB MemberGeneral Teen Member

T2X Club Expert Chat

Transmedia for Good Network

Facebook Group

http://on.fb.me/TM4Good

EIC provides FREE research-based technical assistance for

accurate depiction of health and social issues for your scripts/productions

http://www.eiconline.org818-840-2016

Let’s save the world together!

www.Social-Marketing.comweinreich@social-marketing.com

Twitter @Nedra

Nedra Kline Weinreich