Influencing through Entertainment
The Institute sets itself apart from much of the previous work done in the field of entertainment-education by supplementing traditional marketing with an innovative methodology rooted in behavioral science. Developed with oversight from a broad network of academics in psychology, sociology, economics and public policy, a science-based approach to entertainment-education uses applied theory to reveal constructs, cognitive processes, choice and decision-making paradigms, and most importantly, behavior change models that result in more persuasive campaigns.
Harmony believes that advocacy media should present an opportunity for building compelling case studies that reveal the power of applied theory. By setting up modes of evaluation during the brainstorming phase, the Institute can chart successes and failures of messaging, and the immediate and longitudinal impact of narrative projects.
Four Steps to Integrating Behavioral Science into Entertainment
Our entertainment projects follow a four-step methodology for the application of behavioral science into entertainment.
Step One begins with a thorough review of the specific social issue to be addressed. It is essential that communicators develop a comprehensive understanding of their topic of choice, examining perspectives from existing research and sourcing the opinions of experts, academics and policy-makers. Communicators should look to contact leading organizations within the sector that can offer policy goals and incentives for behavior change for the public. This process also assists in revealing audiences that may be receptive to messaging, and the media platforms they frequent.
Step Two is concerned with locating and understanding target audiences. Most campaigns are effective with a combination of core and persuadable audiences who can be identified through polling, focus groups, and the demographics of supporting organizations. Information gleaned from this step narrows the behavioral science models that should be employed. It also clarifies the media platforms (mobile, web, television, film, ect.) that will successfully transmit compelling information.
Step Three focuses on developing recommendations for messaging. Theoretical models from the behavioral sciences are applied with regard to the issue and the known perspectives of target audiences. By working with media professionals who have the artist vision and expertise to create projects that compete on a national level, organizations can employ these recommendations in mass media productions.
Step Four is comprised of impact assessment. Drawing up case studies illuminates the vital lessons learned during a campaign to transform public perception and behavior.