Earth Month: How to Save the World in Six Seconds

What's the power of the small and simple in climate communications? Are there any risks? Brainsights finds out in its analysis of 'Little by Little: How to Save the World in Six Seconds'.

Screened March/April 2018 | 119 general population brains | Cross-screen | Toronto, Canada | General Content Benchmarks

Screened March/April 2018 | 119 general population brains | Cross-screen | Toronto, Canada | General Content Benchmarks

What engages?

[0:14-:39, :46-:51, 1:18-1:26]

  • The introduction of Jillian Mercado uses a glamour-like shot and a powerful bassline beat to engage viewers before delivering the key message.

  • Sharing the problems that “might seem impossible to solve” by showing imagery reinforced by text on screen – Energy | Water | Oceans

  • Conveying a collective hope (”But we can solve them”), and the reassurance that it need not be anything big, but simple, small actions done by each of us

What fails to engage?

[s54-1:05]

  • The caveat: “It only works if your action is part of 2 billion just like it”.

  • The scale of coordination (2 billion just like it) and that change is contingent on others are associated with significant disengagement.


For more information about how to read this analysis, click here.