Can Transmedia Save the World?
Nedra Weinreich Twitter: @NedraPhoto: John Corvera

Photo: Karla K.

Those who tell thestories 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 makeabstractconceptsconcrete andrelevant.

Stories shape our understanding &
interpretation of issues/events. Photo: Adrian Kinloch

Stories provide vicarious experiences.Photo: Bryan
Rosengrant

Stories create empathy for others.

Stories persuade people of the
importance of taking action.

Stories create or reinforce social
norms. Photo: Sistak

“While all the patients whoreceived
the storytelling DVD hadbetter blood pressure control onaverage, those who started outwith uncontrolled hypertensionwere able to achieve and maintaina drop as significant as it had beenfor patients in previous trialstesting drug regimens.”Houston, et. al, Culturally Appropriate Storytelling to Improve BloodPressure: A Randomized Trial, Ann Intern Med, January 18, 2011 154:77-84 Photo: David Salafia

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”

Transmedia for Change Story Sources
Original Documentary Fiction Action Storyworld Crowdsourced Extension Stories

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

T2X Club Expert Chat[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] arent 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, Im 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 -- lets 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 Expert[rockhound] word Host[childofGod] gg: crazy CLUB Member[ExpertRachelG] One way to look at it clubGreg! General Teen Member

Transmedia for Good Network Facebook
Group http://on.fb.me/TM4Good

EIC provides FREE research-based technical
assistance for accuratedepiction of health and social issues for your scripts/productions http://www.eiconline.org 818-840-2016

Let’s save the world together!
Nedra Kline Weinreich www.Social-Marketing.com weinreich@social-marketing.com Twitter @Nedra