Facts Are Useless in Emergencies
June 4th, 2009 | 
Author:
So the producers of this video have compiled an impressive number of statistics — and some of the statistics themselves are quite impressive. But what does it prove? And what are YOU supposed to do about it?
I stole today’s headline from an old Talking Heads song. But it’s appropriate: I dare any of you readers to go home tonight and summarize this video for your companion (pets don’t count). Up for it? If not, remember that next time you are planning to wow somebody with some mindblowing fact. The most powerful facts in the world are useless if you forget to tell your audience what they prove.
Here’s how you avoid missing the mark like that with your next environmental advertising effort: Step one of the Water Words That Work method is “Begin with Behavior.”
- First you tell them what you want them to do.
- Then you show them a picture of somebody else doing it.
- And only then do you supply some impressive facts to convey the importance of the action.
Anybody up the dare? What will you say about this video to your companion?
Posted in 1. Begin with Behavior
Eric: I don’t disagree with your point at all, but I’m not sure it’s the biggest problem with this video. Though nicely produced (I like the graphics), it’s really hard to follow the connection between the statistics, the story and what they want people to do. In fact, that almost seems like the bigger problem – what is it they are asking people to do?
I’d say that I couldn’t remember much about it except a black background, blinking white text and some semi-annoying music. At the end it tells you to “Spread the Word” – What word? The word(s) seem to be ‘public health’ but after watching this video twice I still don’t know what they want me to do.
What a load of CRAP!
I says to me there are compelling reasons to teach our children about public health issues. I think it’s a little long for the typical person’s attention span, but otherwise the message is compelling and as it brings it down to what to do with YOUR child, I think makes a point. The message at the end could be better shaped to address personal action more directly. Overall, I thought it was a good effort.
You make a good point. It is easy to alarm, much harder to suggest constructive action.