How entertainment can be used to improve behaviour change outcomes

Simon Mutter

This article explores how educational entertainment can be particularly powerful and effective in gaining people’s attention and effecting behaviour change.

Helping people to change their behaviour for the better is crucial to making a difference in the world today – from eating less meat and buying electric vehicles to improving vaccine uptake and using greener transport.

But how to ensure these behavioural change messages grab people’s attention – and are then acted upon – has been a constant challenge for marketers. No matter how well-intentioned a message is, if it falls on deaf ears, or comes up against deep-seated cultural norms – especially among specific groups – it will be ineffective. But by tapping into our craving for quality entertainment...

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