This document discusses using transmedia storytelling and participatory experiences to create motivating health interventions. It argues that delivering content across physical, digital, and real world channels can keep people engaged over time by feeding their imagination. The key is triggering behaviors when motivation and ability are aligned by understanding an individual's context, habits, and what will compel different actions. The goal is to design life-changing health experiences through connected storytelling.

1. Make Everyone’s Life An
Adventure
Robert Pratten
CEO @robpratten
http://conducttr.com
robert@tstoryteller.com
Transmedia Storytelling for
life-changing health experiences

2. YES

3. robert@tstoryteller.com

4. Online
Participatory Experiences
Gaming
Voting
Commenting
Sharing
Exploring
Role-playing
Real Places

5. +42% increase in positive brand sentiment

7. Importance of practice & simulation
Source: US DoD

8. Delivering improvements
Source: US DoD

9. Real-time Performance Assessment…
• Decision-making
– Is this person making the right decisions?
• Skills
– Do they have the skills to execute the decision successfully?

10. …Feedback for improvement
• Context
– Environmental
– Mission
– BioMetric
• Experience tracking (xAPI)

13. http://www.pocketmoneyloans.com/

14. Experience Is King

15. We see the world as a storytelling canvas

16. Conducttr is an invisible “experience manager”

17. Stories work on the
imagination

18. Transmedia Storytelling
• Taking the audience on an emotional journey
• A journey that goes from moment to moment in
someone’s life

19. Transmedia
storytelling is a
design philosophy
to connect with
people in an
authentic,
empowering way.

20. Fogg Behaviour Model
Hard to Do Easy to Do
High Motivation
Low Motivation
Motivation
Ability
www.behaviormodel.org
© BJ Fogg
Behaviour =
Motivation.Ability.Trigger

21. Transmedia Triggers

22. Motivation Wave
Time
High
Low
Motivation
www.behaviormodel.org
© BJ Fogg

23. Ability
AM PM
Responds
No Response
Midday

24. Office Worker
AM PM
Responds
No Response

25. Night Security Guard
AM PM
Responds
No Response

26. Contextual
Awareness

27. Motivation
• Sensation (pleasure & pain)
• Anticipation (hope or fear)
• Social cohesion (acceptance or rejection)

29. For sale: baby shoes, never worn

30. Physical
Digital
Real World
Storyworld

31. Physical
Digital
Real World
Storyworld
Health Buddy
Digital Coach
CBT

32. Physical
Digital
Real World
Storyworld
Health Buddy
Digital Coach
CBT

33. Physical
Digital
Real World
Storyworld
Health Buddy
Digital Coach
CBT
My other me

34. New worlds = new rules

35. Sex Games!
Hot, Horny and Healthy

36. 22% HIV prevalence among MSM
Only 32%
of HIV-infected MSM know their status
High rates of late HIV treatment

41. Conducttr as the engine and backend
Internet
Secure player database.
Conducttr automatically
assigns player to 1 of 2
groups on registration
Group 1 Group 2
Communicator is a website
that looks like a mobile app.
It will run on any browser
and hence any mobile
phone.
Activity data
What players did, when etc.
Export as CSV file for analysis in Excel
or Tableau etc.
Player database can also be exported
as CSV
Data export is anonymous.
Android/
IOS
game
app
Conducttr
Quiz content & logic
Email content and logic (iconfirmation,
follow-up, encouragement)
Desktop
game
Code snippet to use our
API to send scores
Clinic tests – HIV Syphilis
Quiz
¿Sabía
s qué?
Clínicas en
tu área

42. Story Arc
Time
High
Low
Motivation

43. Creating a transformative experience
Experience
Pedagogical
Memory
Engagement
Distributed practice (time)
Localized (place)
Multimedia
Resonance
Motivation
Personalization
Flow

44. Connected Healthy Experiences

48. Transmedia storytelling for life-changing experiences
• Sustained engagement over time
• Feeding the imagination (in the whitespaces) to create
MOTIVATION
• TRIGGERING at the right time with the right content (ABILITY)

49. Be remarkable
Robert Pratten
CEO @robpratten
http://conducttr.com
robert@tstoryteller.com