Posts Tagged ‘empathy’
18th July 12
Posted in storytelling
Author: James Mitchell, Strategist, BBH London & BBH Labs
The girl, Nina , is dressed for a meeting. “I’ve only got two business plans left,” she states matter-of-factly. She places two objects on the table in front of me: a condom, and a pouch of pills. “I would be very grateful if you could decide.”
I hesitate, and the girl’s mask of professionalism falters. “These are my only options, so could you choose…please..?”
In that moment, I realise that my choice is her choice, and her choice is the choice of a hundred young people across London.
At an IPA event on Tuesday, Saatchi’s Head of Planning Richard Huntingdon commented that “beyond all else, what we do is empathy.” It’s true – the comms we create should be an act of empathy towards our audience. When the problem is just right, empathy itself can be the answer. Complicated issues of debate – particularly around things like social justice, where the topic is one we don’t like to discuss – can lose people in the discussion. When the most important measure of success is understanding, the quickest route to the head is through the heart, as empathy. Parents know this. When they try to convince children of the wrongness of a situation, the phrase you’ll most often hear is: “well, how would you like it if…?”
When we feel anger or distrust towards someone we’re often told to walk a mile in their shoes. As humans, we’re actually very good at playing roles and seeing things from another person’s point of view – if we get the right prompts. But executionally, it’s a fine balance. You have to manage the audience’s experience positively enough to draw them into a character, and only then can you subject that character to their (often harrowing) fate. Finally, the immersive experience must offer the ‘immersed’ some sense of redemption, the sense that there’s something to be done to give this character a better future than their present. Only then can the audience leave not just with understanding, but with the desire to act.
One of the most profound cases of alienation that divides “us and them” is shocking because it’s so everyday – homelessness. Centrepoint Parliament know this all too well. They campaign to raise awareness of youth welfare, but it’s easy for the messages to get lost in the debate. We all remember the point and counterpoint that swirled around the London riots last August. Whose responsibility was it – the kids’? The media’s? Blackberry’s? British society was about to give up the youth for lost and no amount of rational discourse would overcome those images in the press of a burning M&S, a looted Tesco, a burnt-out car.
Centrepoint Parliament needed a way to viscerally cut through it all – and over six months, we worked with them to find it. The answer came directly from recordings of the youth hostel itself. No rhetoric, hyperbole or ‘advertising’ could match a simple recreation of the truth – this was Nine Rooms, an experiential theatre piece devised by its own members, with help from BBH. You are placed directly into the worst scenes of a young homeless person’s life – the loneliness, the idleness, and the dilemmas.
My choice made, I hand the item to Nina. Her expression flickers with pain but all she says is a polite “thank you for your time.” She collects her notes and walks out, leaving me alone with the untaken choice, and a sense of gratitude that I’ll never have to make this kind of decision for myself.
They are scenes that we all have suspected are happening to ‘someone, somewhere’, and internally written off as the facts of life. To be forced to go through them – to wear the shoes – drags them out of the realm of statistics in the head, and into a the form of a nuanced human experience in the heart. To read the impact Nine Rooms had on people is both affecting and uplifting. It’s clear that the power of the performance has made this a brief well answered:
“Powerful and emotive. So well done to get in touch with the reality of homelessness. Portrayed in a way which allows the audience to feel what the characters feel.”
“Moving and very effective – being so close and personal made it a hard journey.”
“Powerful stuff. Is this really going on in London? We all get so tied up in our lives that we don’t know what’s really going on. Thank you for the experience.”
There were tough strategic choices to be made, too – we reasoned that delivering a powerful experience for the few was better than a message that would get tuned out by the many – as long as those few were so impacted that they would pass it on. The sense of shock and outrage we got from our comments book shows that it’s worked. And as we said above, immersive theatre at its best doesn’t just affect people, it moves them to take action – in this case, signing the petition to restore careers advice services so that no young person has to make Nina’s choice.
From ‘events’ like Secret Cinema to political projects (Coney’s Early Days Of A Better Nation) and even new twists on horror, both secular (Hotel Medea) and sanctimonious (see the rise in the US Evangelical concept of the scare-you-straight “Hell House”), immersive theatre has come into its own as a way of heightening reality for a media-skeptic generation. Even traditional media becomes that much more powerful when technology lets us step into the scene (see the experiential touches of our own work for Missing People). Whilst at its most shallow, ‘experience’ is a play for PR-able creativity, at its best, it’s a dose of empathy that’s truly transformative.
Ask the residents of Nine Rooms.
You don’t have to have been through the rooms to take action – sign Centrepoint Parliament’s petition here.
13th January 12
Author: Jim Carroll, Chairman, BBH London
I was watching the splendid Truffault film, Jules et Jim. There’s a scene in which Jules, courting the mercurial Catherine, endeavours to impress her.
‘Catherine, I understand you’, he says.
Catherine replies,’ But I don’t want to be understood.’
I paused for thought. Don’t we spend our lives trying to understand consumers? What if, like Catherine, they don’t want to be understood? Understanding implies explanation, logic, rationality. And, critically, it suggests control. Which is precisely, I suspect, why Catherine didn’t want to be understood.
As a young Planner I’m not sure I completely understood the behaviour, ethics and attitudes of British consumers. But I did feel a strong sense of empathy with them. I felt for them in a way. I wonder now whether I’ve lost some of that natural, instinctive judgement. I wonder whether, in a data fuelled world, we have a diminished regard for feelings in our engagement with consumers.
A friend of mine occasionally dismisses films she did not enjoy with the simple assertion that she ‘did not feel it’. As an Anglo Saxon I was originally somewhat nonplussed. Surely a fuller explanation would help? Similarly we were always taught to grill Clients on their responses to work, to demand that they account for their instinctive immediate reactions. Now I wonder whether I have been wrong on both counts: in the way I expect my friends to assess movies and my Clients to judge work.
Shouldn’t feelings always trump understanding? Shouldn’t feelings suffice?
Do you ever find it a little sinister when modern marketers promise to translate data into knowledge, and knowledge into sales? I do. I confess ‘hidden persuasion’ has never been my bag. I don’t aspire to that level of control.Of course we all want the web to be all-knowing, but should I want it to know all about me? Personally I don’t want the web to know me; I want it to feel me. And I find the prospect of an empathetic, all-feeling web increasingly attractive.
Who am I to talk? I’m generally uncomfortable with unfiltered emotional expression. I shudder at the prospect of corporate hugs. Nonetheless, I return to work with a modest resolution: in 2012 I want to base more of my judgements on empathy and feeling, rather than on logic and understanding. And I’d like the web to do the same please.
Chaka was, as ever, right all along. ‘I feel for you’…