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Can
                      Transmedia
                       Save the
                        World?

                       Nedra Weinreich
                         Twitter: @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
                          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 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
Entertainment
  Education
Can Transmedia Storytelling Save the World?
Can Transmedia Storytelling Save the World?
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
Can Transmedia Storytelling Save the World?
Can Transmedia Storytelling Save the World?
Can Transmedia Storytelling Save the World?
Can Transmedia Storytelling Save the World?
Can Transmedia Storytelling Save the World?
Can Transmedia Storytelling Save the World?
Can Transmedia Storytelling Save the World?
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
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.org
          818-840-2016
Let’s save the world
      together!


        Nedra Kline Weinreich


           www.Social-Marketing.com
         weinreich@social-marketing.com
                 Twitter @Nedra

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Can Transmedia Storytelling Save the World?

  • 1. Can Transmedia Save the World? Nedra Weinreich Twitter: @Nedra Photo: John Corvera
  • 3. Those who tell the stories rule the world. - Hopi Proverb (or Plato)
  • 6. Where is their attention?
  • 7. How do stories create change?
  • 8. Stories grab people’s attention.
  • 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
  • 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
  • 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

Editor's Notes

  1. http://www.flickr.com/photos/rosengrant/4410060027/
  2. http://www.flickr.com/photos/rosengrant/4410060027/
  3. http://www.flickr.com/photos/rosengrant/4410060027/
  4. http://www.flickr.com/photos/94801434@N00/5061902920