Earth Month: Change the way you think

In order to change the way people think, you must understand the way people think.

Framing problems at the individual human level is something people understand.

Framing solutions at the individual human level in ways that are concrete have much more potential to persuade than solutions that are communicated as systemic or abstract. Such is the trap that befalls the WWF in Change the Way You Think.

Screened May 2018 | 104 general population brains | Cross-screen | Toronto, Canada | General Content Benchmarks

Screened May 2018 | 104 general population brains | Cross-screen | Toronto, Canada | General Content Benchmarks

What engages?

[0-:02; :06-:12; 1:17-1:20]

  • Opening moment inviting audiences to “Change the way you think about everything”

  • Opening question around how much water does it take to make a latte?

  • Text on screen around “Now think about your business” with the range of areas to explore (supply chain management, resource conservation, etc)

What fails to engage?

[:13-1:16]

  • Most of this video performs below benchmark. The style of text on screen and stock piano music does not have enough stamina to engage and persuade.

  • The problem of water usage was framed at the individual level (how much water goes into making a latte, and how many people drink lattes each morning), but the solutions were either systemic (better farming practices) or abstract (change the way you think about everything).


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