Presentation at DIY Days, Los Angeles, CA, October 28, 2011 Nedra Kline Weinreich Weinreich Communications www.social-marketing.com weinreich@social-marketing.com @Nedra

1. Can
Transmedia
Save the
World?
Nedra Weinreich
Twitter: @Nedra
Photo: John Corvera

2. Photo: Karla K.

3. Those who
tell the
stories rule
the world.
- Hopi Proverb
(or Plato)

4. Stories are powerful.

5. This doesn’t work.

6. Where is their attention?

7. How do stories create change?

8. Stories grab
people’s
attention.

9. Stories
make
abstract
concepts
concrete
and
relevant.

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

11. Stories
provide
vicarious
experiences.
Photo: Bryan Rosengrant

12. Stories create empathy
for others.

13. Stories persuade people of the
importance of taking action.

14. Stories create or reinforce
social norms.
Photo: Sistak

15. “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
Photo: David Salafia

16. Entertainment
Education

19. 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

20. Transmedia Stories

21. Moving the “Fourth Wall”

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

23. Immersive Engagement for
Change =
Behavior Change Model +
Good Storytelling +
Ubiquitous Media +
Participatory Experience +
Real World

24. • 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

32. 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] 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 Expert
[rockhound] word Host
[childofGod] gg: crazy CLUB Member
[ExpertRachelG] One way to look at it clubGreg!
General Teen Member

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

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

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