OUR PROCESS IN ACTION
HOW DO WE UNDERSTAND JUSTICE AND CAN WE EXPAND BELIEFS ABOUT IT THROUGH ENTERTAINMENT?
Wondering how it all works? Here’s a glimpse at an actual, in-progress project aimed at creating entertaining content to change the way audiences think about justice.
1. UNDERSTANDING THE ISSUE
In collaboration with the Guild of Future Architects, we began with an in-depth examination of the underlying issues of justice, which always begins with people’s emotions, values and beliefs.
2. UNCOVERING NEW IDEAS
Early in the process we quickly understood that even the word justice means many different things to many different people. Our relationship to justice (and injustice) defines our world view. We created a new model that reflected different “lenses of justice” such as spiritual and economic.
3. PUTTING FINDINGS INTO ACTION
Our research uncovered that passively-viewed justice stories are less effective at changing hearts and minds than interactive experiences in which injustice is directly experienced, not merely viewed.
4. CHECKING OUR ASSUMPTIONS
We partnered with social scientists who helped us understand how people might interpret our ideas through three common cultural myths. Audience researchers reflected on who is most likely to be open to these ideas and how those audiences’ core values might offer a bridge.
5. CREATIVE DEVELOPMENT BEGINS
As a result, Cinereach is now working with external partners, including the gaming industry, to consider paths to entertaining, interactive stories that lead to impact. Our first prototypes are expected to be available in 2024.