Transmedia Storytelling for Health: An Integrated Behavior Change Model

Theoretical Background and research questions/hypothesis:  Immersive experiences in which participants feel like they are involved in a real situation have been shown to enhance learning, as well as influencing changes in attitudes and behaviors. Transmedia storytelling is an immersive approach told on multiple media platforms, with different parts of the story appearing in different places. The audience/participants can get to know the characters and their world from many different angles, often in real time. The entertainment education approach, grounded in the Sabido Method, utilizes extensive audience research to develop fictional stories (usually in a single medium) designed to bring about positive health and social change. Given the decades of global success of this method, the potential for immersive engagement when combined with the transmedia storytelling approach is promising. Using the social marketing process to design the elements of the behavior change strategy for the story experience ensures that it goes beyond merely communication. A new integrated behavior change model can guide how best to bring these elements together.

Methods and Results (informing the conceptual analysis):  Two health-focused transmedia storytelling projects were implemented to explore how the approaches could be combined. One project involved a transmedia experience on a youth-focused social network that was an NIH-funded research project to increase teen healthcare literacy. The other project unfolded via popular social media sites as one storyline within a transmedia alternate reality game, following a character who was diagnosed with depression and sought treatment. Response to both projects was positive, and indicated that the priority audiences were interested in obtaining health information in this format.

Conclusions:  By reviewing the successful elements of the two projects, as well as lessons learned from related projects, the integrated model requires the following elements to be successful:

• Clear Goals/Objectives –Be clear on what you are trying to accomplish beyond raising awareness.

• Behavior Change Model – Use the social marketing process to inform the identification of the most relevant behavior change model for your purpose to understand what you need to include in the experience to effectively reach your objectives.

• Good Storytelling - Engagement starts with a good story. This includes the key characters, the conflict, how the story arc will play out, and how best to present different parts of the narrative for maximum effect.

• Ubiquitous Media - By offering your content in the places the audience is already spending their time, your story can seamlessly integrate into their day. The selected platforms must support the story strategically and synergistically.

• Participatory Experience - As much as possible, offer opportunities for the audience to go beyond passively watching the story unfold, to interacting with the content and characters or creating their own related content.

• Real World – The audience must be able to draw the lessons from the story world and apply them to their lives within the real world.

Implications for research and/or practice:  Many people try to use storytelling in their behavior change programs. Including the key elements of this integrated model will increase their probability of success.