All right, so the dolphin, widely considered to be one of the most intelligent species on the planet, forms strong social bonds and is also known to support ill or injured individuals by bringing them to the surface of the ocean. So it’s not surprising in 2009 and 2010 the widespread shock in this country and around the world when hidden camera footage caught Japanese fishermen doing this. So it’s not surprising in 2009 and 2010 the widespread shock in this country and around the world when hidden camera footage caught Japanese fishermen doing this. All right, that goes on for a while and I think a lot of us wonder why and the question that I ask is not why are they doing that, it’s a bigger question for a different conference, but why do we care? Why is it that clips like that get us to feel something and maybe get us to act up and try and stop injustice? At participant we’ve created something called a participant index and our goal is to try to understand the social impact that entertainment has on its audience and whether or not that story gets people to act. So as Liz mentioned I work for participant, we’ve been a part of more than 60 films, narratives and documentaries over the past 11 years, we do TV as well. Our founder Jeff Skoll believes a good story well told can change the world, but how do we know we’re doing that? How do we know when a story is really connecting with the audience and getting them to do something? So let’s look at the Cove, that’s a clip from the Cove. One best documentary in 2010, $850,000 at the box office, it’s not bad, good for 154th all time and all the documentaries ever produced, I think that’s actually pretty good, estimated about 100,000 viewers or so went to the theaters. But consider this, more than 20 times that number have joined the campaign to try to stop the slaughter off the Cove, off Taishi Japan. And nearly a million now have signed a petition to the Prime Minister of Japan. So there’s something going on there and we want to figure out are there things that you can look at in stories across a wide range of stories that get people to act. So TPI is really a way of looking at stories and we get a lot of data, but principally we’re looking at two things, number one, narrative involvement really measures how absorbed you get into a story, you know when you’re reading a good book or you’re in a great movie and you forget you’re there, that’s the absorption we’re looking at. And the second thing is actions. The TPI measures the sort of amount and kinds of actions that viewers take. When you think about absorption and narrative involvement, we look at five different levels, something from how I would have responded to a situation in the film to whether or not it’s relevant to your daily life. All the way down to you decided you’re going to change something in your life. This is based on the transportation model, how transported you are into the story. And with regards to actions, I’m not going to read them, but we’ve come up with a 21-point scale in four different categories. Everything from whether or not you just wanted to find out more information about the issue to whether or not you decided to send and share it on social media, all the way down to you decided to join a political campaign, vote in an election, or even start an organization. So over the course of about a year, we’re looking at more than a hundred different entertainment titles, film, TV, short form, CSR videos, music videos, scripted and unscripted TV, big narrative films and documentaries to see if there are things that we can learn that are common elements of entertainment that get people to feel something and act. Three sources of data for us that we’re pulling together for TPI. Viewership data, we want to know who’s watching, where they’re watching, on what platform. We’re also combing through hundreds of millions of social media conversations to understand whether or not you are linking the conversation you’re having about Lincoln. And it’s not about Lincoln, Nebraska, it’s not about Lincoln, the town car, it’s about Lincoln, the film and emancipation, for example. And then we’re interviewing about 15,000 people who’ve seen one or more of the different entertainment titles. So the big blurry question is, are there emerging insights that we have about common themes in entertainment that get people to act? And the answer is yes. I want to mention three of them today and an exemplary video connected to each one of the three. So the cove represents the first insight, as does this next two and a half minute video. Hi, Erin. Hi. OK, so I’m going to just give you some actions to do and just do the first thing that comes to mind. Show me what it looks like to run like a girl. My hair. Oh my God. Show me what it looks like to fight like a girl. Now throw like a girl. Aw. My name is Dakota and I’m 10 years old. Show me what it looks like to fight like a girl. Show me what it looks like to run like a girl. Throw like a girl. Fight like a girl. What does it mean to you when I say run like a girl? It means run as fast as you can. So do you think you just insulted your sister? No. I mean, yeah, insulted girls. Is like a girl a good thing? Actually, I don’t know what it really, if it’s a bad thing or a good thing. It sounds like a bad thing. It sounds like you’re trying to humiliate someone. So when they’re in that vulnerable time between 10 and 12, how do you think it affects them when somebody uses like a girl as an insult? I think it definitely drops their self-confidence and really puts them down because during that time, they’re already trying to figure themselves out. And when somebody says you hit like a girl, it’s like, well, what does that mean? Because they think they’re a strong person. It’s kind of like telling them that they’re weak and they’re not as good as them. And what advice do you have to young girls who are told they run like a girl, kick like a girl, hit like a girl, swim like a girl? Keep doing it because it’s working. If somebody else says that running like a girl or kicking like a girl or shooting like a girl is something that you shouldn’t be doing, that’s their problem because if you’re still scoring and you’re still getting to the ball in time and you’re still being first, you’re doing it right. It doesn’t matter what they say. I mean, yes, I kick like a girl and I swim like a girl and I walk like a girl and I wake up in the morning like a girl because I am a girl. And that’s not something that I should be ashamed of. So I’m going to do it anyway. That’s what they should do. If I asked you to run like a girl now, would you do it differently? I would run like myself. Would you like a chance to redo it? Thank you. Why can’t run like a girl also mean win the race? Yeah. I love that video for many reasons. The insight number one it shares with the Cove is it generates empathy in the viewers. When you can get a viewer to put themselves in the shoes of the subjects on screen, whether it is a dolphin or whether it’s a young girl, they are more likely to act. So let’s look at empathy as a driver for action in the case of run like a girl from always a CSR brand marketing video. Nearly 60% of all viewers said they empathize with the girls. That jumped to 70% for young people and that’s for both boys and girls. Although young girls outnumbered the boys. It’s been seen by more than 55 million people. The specific actions that they took more than one in five shared something about the issue online. That’s not just sharing it online. They wanted to talk about the issue. Nearly that many wanted to discuss or did discuss it in person and one in ten tried to change someone’s mind about the issue. That’s a lot of people trying to talk about what it means to be a girl in this country. With the TPI, again we’re looking at more than 100. I wanted to pull examples of other high empathy scores linked to action. How the media failed women. A great compilation video. If you haven’t seen it, four to five minutes about really depressing ways in which women are portrayed in the media. Big cat week on Nat Geo as well as God loves Uganda. A great documentary about how the religious right here in America is trying to change African culture in Uganda. Empathy is insight number one. Insight number two is represented by this video. We’re touching doorknobs, water fountains and each other. Matt, no, no, go up to your room, honey. So we have a virus, no treatment protocol and no vaccine at this time. You had a seizure this morning, Beth, before? No, no, no. She had a history of seizure. No, no, no. As of last night, there were 32 cases. Unfortunately, she did die. Right. Can I go talk to her? Mr. Amos, your wife is dead. What are you talking about? What happened to her? What happened to her? Is there any way someone could weaponize the bird flu is how we’re looking at? Someone doesn’t have to weaponize the bird flu. The birds are doing that. Watch this. It’s transmission, so we just need to know which direction. On day one, there were two people and then four and then 16. In three months, it’s a billion. That’s where we’re heading. They’re calling out the National Guard. They’re moving the president underground. People will panic. Get away! It will tip over. The truth is being kept from the world. Cook your samples, destroy everything. Hello. I need you to get me the names of everyone who serviced this room. It’s an emergency. You can’t panic now. I know. I’m going to get you home. I got people too, Dr. Cheever. We all do. Don’t talk to anyone. Don’t touch anyone. Stay away from other people. The president is dead. We’re not dead. It’s figuring us out faster than we’re figuring it out. It’s mutating. Now that you all are squishing back in your seats and looking suspiciously at your neighbor and thinking about how many times you’ve touched your face, I see some glowing of the nose over here. Insight number two is proximity to daily life. The more immediate you can put the issue into the viewer’s daily life, the more likely it is that they’re going to act on that issue and take a wide range of actions. So that was Contagion. That was a trailer from our film back in 2011. I think it’s important to think about the context in which it came out in that year. By that point, the bird flu had been spreading for nearly eight years, starting in Asia in 05 and 06. It got to the Middle East and Africa. And even last year, Canada reported its first death from the bird flu. When we created or worked on Contagion, we worked with the CDC and other health experts to make sure the information was personal, actionable, and relevant. And every year, up to 20% of this country gets the flu. It comes around every fall. We all think about getting flu shots. So this is a regular part of our world. And of course, there’s the ongoing issue with the Ebola outbreak. So it’s not surprising. The film’s now been seen more than 100 million times in the last four years. 8 million last year alone because it continues to be relevant to our daily lives. Examples of high proximity scores, again, across TPI, I thought was interesting. These were the top three. Number one, how the government tracks you, and they say surveillance. Number two, stop watching us NSA. And number three, NSA comes to town. So you see a theme about what people are thinking about. And number three, actually our documentary on Edward Snowden Citizen 4, just one best documentary at the Academy Awards. So again, clearly this is an issue that is proximate to people’s daily lives. I thought it was interesting if you look at element entertainment that had low proximity scores linked to action. Shark Week did not, sharks not proximate to our daily lives. World War Z, the impending zombie apocalypse also seems pretty far off. And then Orange is the new black. Maybe not a lot of women prisoners in the audience. All right, so proximity to the daily life was insight number two. Insight number three is represented by this trailer. When you start college, that’s the time when you have the chance to experiment. You have the chance to open yourself up to new things. When you get discovered who you are, who you might become. Tell me one thing. Yes. Is my daughter going to have a job and she’s not going to come back home after it’s done. The very concept of the institution of higher learning is about to be broken. Our nation’s combined student loan debt has now hit $1 trillion. College tuition has increased more than any other good or service in the entire U.S. economy. It’s like a subprime mortgage broker that ripped you off. Original balances in the tens and 20 thousands of dollars ballooning up into hundreds of thousands of dollars. If I do ever have kids, my private loans will be directly passed to them, even if I die. It’s a nightmare. The government will make 184 billion off our kids trying to get an education. Colleges have turned into these large businesses. It’s a feeding frenzy to outbuild your rivals. It created a race. You’ve got to cater to how state students who want to party. Some of our leading presidents can be quite shameless in the size of their compensation. The older generations that criticize millennials grew up in a time when you could go to a state university and pay your way through with summer jobs. There’s going to be a collapse. People just don’t want to pay for it anymore. There’s all sorts of things that got us into this mess and it wasn’t the cost of educating the students. I want this for my kids. It’s just too bad it costs $60,000 a year. Peter Thiel is offering college students $100,000 if they drop out of school and start their own business. If you didn’t go to college, what would you do instead? When I went to school, there was no way to access the services that higher education provided. Now you can. I want to better myself. If I dropped out of Harvard, I’m back where I started. What kind of a society do we want to be? America has been all about critical thinking. There has to be a change coming. So I didn’t know the president of the University of Florida was going to be here today. But the third insight is when you get the viewer to change something in his or her own life, they’re more likely to act socially on the issue. If you look at Ivory Tower, more than half of young people, 18 to 34, said the film encouraged them to change something in their life. That number was not quite one in five for folks over 55, which isn’t surprising. When 55-year-olds were in college, the average tuition and fees was about $2,400. It’s gone up 400% since then. And interestingly and importantly, minorities out over indexed whites by about 10%. The actions they took, nearly one in four, wanted to talk over the phone with someone about the issue. One in five or so wanted to change someone’s mind. And when you look at the conversation online, it wasn’t about necessarily dropping out of school. It was about different school options, about how to pay for it. It was about ed reform and student loan reform. And 14% said they took it to the polls, which I think was pretty exciting. This is a recap. Three ways in which narrative involvement, your absorption into the story, can lead viewers to take action. Think about empathy, put them in the shoes of your subjects. Again, it doesn’t have to be a human subject. Proximity to daily life, make it really relevant. Make it into their daily life, not just into the life, but the things they go through every day. And then if you get them to think about how they would change something in their own life, they’re much more willing and interested in acting socially. Thank you.