Our Approach to Entertainment Education

Behavior change requires more than just information—it needs a shift in knowledge, norms, and practice. Our integrated model ensures lasting impact by:

• Knowledge – Creating factual media programs and evidence-based content to inform and educate.

• Norms & Attitudes – Using fictional media to shape perceptions, challenge biases, and inspire change.

• Practice – Engaging communities through grassroots outreach activities and interactive experiences to turn knowledge into action.

By combining these three elements, we create powerful, immersive entertainment that doesn’t just tell stories, but transforms lives.

We use the power of storytelling to help people build resilience against hate speech, manipulation, and polarisation. Our work goes beyond raising awareness. It’s designed to reach not only those who already agree, but also people who are skeptical, resistant, or simply tired of being told what to think.

Our method is research-based and appeals to the intelligence and emotional insight of every person. We help people identify their own emotional trigger points and understand how fear, frustration, and uncertainty can be exploited to divide societies. Through tools rooted in emotional intelligence and media literacy, we stimulate self-reflection, critical thinking, and the courage to act as active bystanders: standing up not against each other, but against the forces that drive us apart.

We try to create “Aha moments”: sparks of recognition that interrupt cycles of fear and blame, and invite people to look deeper. By combining trusted storytelling with psychological insight, we help build communities that are not only informed but also emotionally ready to face the challenges of today’s world.

If we don’t act together, we won’t act at all.

More information about our approach can be found in our handbook.