Are you ready for fast, high impact culture change? https://nicemedia.co.uk/services/drama-for-change/
In our world of fast-evolving technology, film and television remains a powerful force in shaping culture, sparking conversations, and driving social change. From the early days of cinema to the Netflix era, we have witnessed the profound impact that storytelling on screen can have on people’s thoughts and emotions. Nice Media has taken this to the corporate world with its innovative video drama/ campaign combo Drama for Change, empowering large organisations to address internal cultural challenges.
Historic evidence
Back in the 1930s in the UK, the GPO Film Unit, which became the Crown Film Unit, pioneered sponsored documentary films to promote social and government messages. Public information films were often on TV in the mid-20th century, tackling issues such as medical awareness, domestic violence, and police brutality. These films demonstrated that with captivating storytelling, audiences could be engaged in critical topics, prompting them to rethink their attitudes and behaviours.
In Mexico, theatre director and producer Miguel Sabido’s “Theory of the Tone” made a profound impact. Sabido’s telenovelas tackled social issues resulting in positive behavioural change, including increased enrolment in adult education and take up of birth control leading to a decline in population growth rates. His approach, known as “Entertainment-Education,” continues to reach billions of beneficiaries globally through non-profits and social impact programs.
Shows that showed us
Many TV shows and movies have left an indelible mark on society: Ellen DeGeneres’ coming out in the ’90s sitcom “Ellen” marked a watershed moment for LGBTQ+ representation on television, paving the way for more inclusive storytelling. “America’s Most Wanted” played a significant role in apprehending dangerous criminals and locating missing children, thanks to the engagement of viewers turned amateur detectives.
In the UK, shows such as “EastEnders” and “Brookside” delved into sensitive issues like abortion and same-sex relationships, sparking national conversations and increasing awareness. Notably, the first female same-sex kiss on British television, featured in “Brookside,” became a milestone, resonating globally and challenging societal norms.
Movies, too, have had an impact on cultural awareness. “The Day After Tomorrow” might have taken some liberties with climate science, but it raised awareness about climate change and influenced people’s perceptions of global warming. The movie “Sideways” impacted wine consumption and tourism, while “Top Gun” boosted enlistment in the US Navy by 500%!
Unintended consequence
While film and TV can be potent tools for positive change, they can also have unintended consequences. Spy-themed entertainment such as “24” has contributed to the widespread belief in conspiracy theories. And Disney’s 1942 film, “Bambi”, changed public sentiment regarding hunting and animal rights – influencing, among others, Paul McCartney to become a vegetarian and an animal rights campaigner.
Making history
In a recent article, I reported on the Mayor of London’s successful video drama based “Have a Word” campaign addressing the issue of violence against women and girls in the UK capital. The campaign is similar to a Drama for Change project we developed for large organisations to address their cultural issues.
Drama for Change closely examines workplace issues and reveals the emotional, behavioural, and cultural blockers in the way of change. These become the raw material for a challenging video drama allowing viewers to talk about tricky issues simultaneously. Watch a fictional character grapple with a relatable problem, and you can’t help but think, “What would I do in that situation?” You automatically think of solutions to the problem on screen.
The campaign takes the momentum of this engagement and gives it a boost. Telling people how to behave is only ever a partial success. Imagination and conversation are the best engines for cultural change.
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