Case 03
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PUBLIC HEALTH + POLICY
Change minds. Change behavior. Change policy.
A nonprofit advocacy organization needed to shift perception and behavior around high-potency THC and build momentum for policy change. Years of interviews and footage had produced a video testing at just 7-8% favorability.
01 / Assessment
Move the middle.
The issue wasn’t short on evidence. The video was short on hierarchy: how people process information and retain ideas. We rebuilt the messaging architecture before writing the script.
01 / Assessment
Move the middle.
The issue wasn’t short on evidence. The video was short on hierarchy: how people process information and retain ideas. We rebuilt the messaging architecture before writing the script.
02 / Aperture
Evidence → emotion.
We traced marijuana’s normalization and the tobacco industry’s marketing tactics, then brought the evidence to life through one family’s experience.
02 / Aperture
Evidence → emotion.
We traced marijuana’s normalization and the tobacco industry’s marketing tactics, then brought the evidence to life through one family’s experience.
03 / Activation
Advocacy → audience choice.
A ~$15K preview using existing footage validated the storytelling architecture. The rebuilt film secured Documentary+ distribution and became its #1 documentary for a month.
03 / Activation
Advocacy → audience choice.
A ~$15K preview using existing footage validated the storytelling architecture. The rebuilt film secured Documentary+ distribution and became its #1 documentary for a month.
THE PROOF
7-8% → 80%
FAVORABILITY IN TESTING
DOCUMENTARY+
SOLD FOR DISTRIBUTION
#1
DOCUMENTARY FOR A MONTH
A film audiences chose to watch, with continuing use in education and policy conversations.
PUBLIC ATTENTION → ADVOCACY LEVERAGE
THE PROOF
7-8% → 80%
FAVORABILITY IN TESTING
DOCUMENTARY+
SOLD FOR DISTRIBUTION
#1
DOCUMENTARY FOR A MONTH
A film audiences chose to watch, with continuing use in education and policy conversations.
PUBLIC ATTENTION → ADVOCACY LEVERAGE
THE PROOF
7-8% → 80%
FAVORABILITY IN TESTING
DOCUMENTARY+
SOLD FOR DISTRIBUTION
#1
DOCUMENTARY FOR A MONTH
A film audiences chose to watch, with continuing use in education and policy conversations.
PUBLIC ATTENTION → ADVOCACY LEVERAGE