How to Use Behavioural Science to Supercharge Climate Storytelling in TV & Film
If you work in media, you already know the power of a great story. It can change how people think, how they feel, and—critically—what they do.
But here’s the part we often overlook: some storytelling techniques are scientifically proven to shift real-world behaviour. This is the magic zone where behavioural science meets TV and film. And when you combine those forces—boom—you get storytelling that doesn’t just entertain… it moves culture.
At Blue Tribe Media, this is our speciality. We partner with producers, brands, and creatives to embed behavioural science into shows, docuseries, and content that tackle the world’s biggest environmental and social challenges.
This article summarises a few of the key techniques we use, backed by global case studies and measurable impact. Think of it as your go-to guide for crafting screen-based stories that inspire audiences to take climate and sustainability action—without ever compromising entertainment.
#1 Social Norms — Making Good Behaviour “Normal”
People do what they think other people like them are doing.
That’s why social norms are one of the most powerful drivers of behaviour change—you’re literally shaping what audiences perceive as “normal” or “popular.”
Show a behaviour as common, everyday, and socially accepted, and audiences naturally start to see it as “the norm.”
Example: And Just Like That… (Max)
“And Just Like That…” is a modern spin-off from Sex and the City, following Carrie, Miranda, and Charlotte navigating friendship, fashion, dating, and modern life in New York.
How it used behavioural science:
A simple, 5-second moment showed a protagonist casually choosing a plant-based meal. No lecture. No moralising.
Impact:
Rare’s research showed that viewers who saw this tiny moment were more likely to believe that ordering plant-based food is normal, trendy, and “what people are doing now.”
Example: Hollywood’s Designated Driver Campaign
In the late 1980s, a coalition of writers, producers, and public health experts encouraged popular sitcom Cheers to portray characters using designated drivers.
How it used behavioural science:
Characters treated “the driver doesn’t drink” as standard behaviour.
Impact:
- Featured in 160+ primetime episodes
- Contributed to a 25% drop in alcohol-related fatalities
- Popularised the “designated driver” concept globally
If you want audiences to copy a behaviour, show characters doing it naturally, without making it a “message moment.”
#2 Social Modelling — “People Like Me Do This”
Audiences learn by watching characters they identify with. It’s one of the most powerful drivers of behaviour in all media.
Example: Renovate or Rebuild (Nine Network)
Renovate or Rebuild is an award winning home-improvement competition series we produce where two teams—featuring well-known reality TV personalities—compete to convince a family to either renovate their existing home or rebuild it.
How it used behavioural science:
Contestants modelled sustainable choices (insulation, solar, ventilation, shading) as part of beautiful home transformations.
Impact:
- 70% increase in viewers wanting an energy-efficient home
- Viewers absorbed energy-saving behaviours simply by watching likeable role models use them
Popular reality TV presenters Jimmy and Tam help make homes more energy efficienct on the award winning Renovate or Rebuild TV Show
Example: MTV Shuga (Africa)
This show is a gritty drama following young people navigating love, sex, relationships, and health issues across several African countries.
How it used behavioural science:
Characters openly discussed HIV, got tested, and made safe choices—without turning the show into a public service announcement (PSA).
Impact:
- Viewers who watched multiple episodes were significantly more likely to know their HIV status
- Dramatically increased HIV testing among young people
- A gold standard for entertainment-education
Put sustainable behaviour in the hands of characters your audience relates to, roots for, or aspires to be. They’ll follow.
#3 Trusted Messengers — Voices People Believe
A message from the right messenger carries more weight than a message from an expert.
Example: Blue Planet II (BBC)
Plue Planet II is a visually stunning marine documentary series about the world’s oceans, narrated by Sir David Attenborough.
How it used behavioural science:
Attenborough’s credibility made environmental messages feel authoritative, trustworthy, and urgent.
Impact:
- The “Attenborough Effect” reportedly influenced 88% of UK viewers to change plastic-use habits
- Led to major policy and corporate shifts on single-use plastics
Example: War on Waste (ABC)
The War on Waste was a popular Australian documentary series where comedian Craig Reucassel investigates the nation’s waste problem.
How it used behavioural science:
Craig’s everyman approach—curious, funny, non-preachy—made him a trusted guide rather than a scolding expert.
Impact:
- KeepCup sales skyrocketed 400% in 24 hours
- Website crashed from demand
- Massive national behaviour shift toward reusable cups
Choose messengers the audience naturally trusts—or characters who earn trust by learning alongside viewers.
#4 Emotion — If You Feel It, You Act On It
Emotional moments burn into the memory.
They bypass the rational brain and create urgency.
Example: War on Waste (ABC)
Iconic emotional moment:
Craig filled a Melbourne tram with 50,000 used coffee cups—the number Australians discard every half hour.
Impact:
- Shock, disgust, and empathy → action
- Reusable cup usage surged
- Responsible Cafes membership grew from 400 to 1,800 cafés
Example: Blackfish (2013 documentary)
Blackfish was a hard-hitting documentary about Tilikum, an orca kept in captivity at SeaWorld, and the ethical issues surrounding captive marine animals.
Impact:
- SeaWorld attendance plunged
- Stock price dropped 33%
- SeaWorld ended its orca breeding program
- “The Blackfish Effect” became one of the most famous examples of emotional storytelling driving corporate change
Humour, outrage, awe, hope—pick the emotion that delivers your impact goal.
Final Thoughts: Behavioural Science Isn’t Limiting — It’s Creative Fuel
These techniques aren’t about preaching. They’re about crafting stories audiences feel, absorb, and act on. Whether you’re making a documentary, a comedy, a renovation series, or a scripted drama, behavioural science can elevate your storytelling and your impact.
If you’d like help embedding behavioural science into your next series or campaign, we’d love to collaborate.
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