Videos intended to change behavior may be the toughest to produce. That’s because you have to hit all of your marks along the video production process to reach your goals. To ultimately change behavior, you have to give the viewer a compelling and visual reason why. Our clients hire us to produce video campaigns meant to inform, create a brand, educate, instruct, dispel myth, create awareness, and many other objectives I’m forgetting. But videos intended to change behavior usually require the producer to deliver on all of these objectives.
in 2017, we created this campaign for the student population at Arizona State University, The objective- to create awareness and ultimately change behavior regarding sexual violence on campus:
In 2018, we are thrilled to be the video production company hired to deliver additional video content for this same campaign. We are currently in editing but will share this content soon. We can tell you the content is much more involved with scene changes and actors and more in-depth content.
But the strategies to influence and ultimately change behavior through video do not change.
Know Your Audience
What better way to reach college students than by other college students? Millennial marketing is not easy but you’ve literally lost them at hello if they cannot immediately relate to the messenger. Know your audience and speak directly to them through their peers.
Create a story they can relate to
Again, this is not an easy task. If you are not personally connected to your audience, find someone who is. Maybe a staff member, an intern, or friend can help give you some useful feedback to create a story which will connect with the viewer. For our ASU campaign mentioned above, the university hired a student liaison to provide guidance on scripting and message points. Don’t be afraid to give up a little control on this. It can go a long way towards making or breaking your campaign.
Make your intent clear
Sexual assault of any kind is wrong so make sure to say it. Say it through scripting. Say it through graphics. Serious subjects demand serious messaging and burying your most important message will also bury any behavioral change.
Say it loud and clear.
Rich Dubek is a two-time Emmy award winning TV news reporter with more than twenty five years of news media experience at the local and network level. He is President of the Dubek Media Group, specializing in expert media training and on-air coaching, and full service video production. The Dubek Media Group is based in Tempe, Arizona.