THE BUSINESS CASE FOR CHANGING NEWS COVERAGE
Transformative Journalism is an activating, engaging, solution-focused approach to covering news. It does not ignore serious issues facing our world; it covers them in depth in a way that activates the belief that our behavior matters, enables social engagement from readers and viewers, and provides actionable solutions to the issues covered.
Groundbreaking research across the globe reveals that our current media and advertising model is inefficient and fails to take into account one key element: the psychological state induced by the preceding or surrounding content.
In brief, research shows that a positive, engaged mental state directly impacts key measures of advertising effectiveness, including memory recall, feelings toward the brand, and likelihood to purchase.
Studies show engaging content people feel positive about result in more shares, attracts a bigger and better audience, and for the brand linked to this content, it leads to greater advertising effectiveness.