Synchronicity and the Art of Videomaking

A persuasion pattern emerges in partner-created behavior change videos.

Crafting the perfect behavior change video is an art just as much as it is science. A great portion of the illuminAid’s Video Education Workshop (VEW) training instructs partners on the most effective behavior change video creation elements. From storyboarding editing and dissemination to filming on location with community members, illuminAid’s efforts help people recognize harmful, inefficient behaviors and adopt behaviors that propagate a higher quality of life.

The content of these behavioral change videos relies solely on the creativity of our content-creating partners. While there is no exact formula for the content itself, after conducting many VEWs, we’ve noticed a pattern emerge.

The evident pattern

Screenshot from partner Pathfinder Mozambique 2021’s video on proper sanitation

Typically, our partners begin their behavior change videos by showcasing a detrimental or inefficient behavior. For example, to demonstrate the potentially harmful consequences of not washing one’s hands after changing a diaper, the video would show an actor failing to wash their hands after changing a diaper. Additionally, the video would include either a voiceover or text underscoring the behavior. The scene is then typically followed by a visual demonstration of the beneficial behavior — such as an actor washing their hands after changing a diaper — with a verbal and written overlay.

After demonstrating both behaviors, the videos then usually include interviews with locals. These interviews allow community members to anecdotally discuss their behaviors’ harmful or beneficial effects. In the case of our previous example, a partner NGO would interview a local about how failing to wash hands after changing a diaper led to the spread of E. coli poisoning in their community.

Our partners then conclude their videos with a segment showing the adoption of the beneficial behavior. The video in our example would show the first person now washing their hands after changing a diaper, enthusiastically vouching for the health benefits of this practice.

A tried and true formula

Two participants producing a video on proper WASH techniques, breastfeeding, and infant nutrition during CARE VEW in Malawi 2018

illuminAid educates partner organizations about the science of behavior change videos and the technical aspects of filming and editing. We also discuss any other necessary evidence-based components. At the same time, we encourage our partners to utilize their creativity and create their own unique video content. While the formula mentioned above may seem like an obvious way to promote beneficial behavioral changes, it’s important to consider that all our partner organizations around the world have used the exact same formula, despite having the creative license to deviate from it. Is this merely a random coincidence, or is this synchronicity at work? 

To anthropologist Michael Harner, he describes synchronicities in his 1980 book The Way of the Shaman as “a kind of homing beacon analogous to a radio directional signal indicating that the right procedures and methods are being employed.” At any rate, illuminAid recognizes the importance of both science and art in creating video. We marvel at the ability and drive of our international partners to create engaging videos that benefit so many.