KELP! 2023

Context and area of research
Solutions to the climate and biodiversity crises already exist. A significant obstacle to implementing them is lack of awareness amongst decision-makers and voters. More than 80% of media articles use disaster framings for future scenarios, creating eco-anxiety and apocalypse-fatigue. Neuroscience research shows that negative framings interrupt the brain’s logic and reasoning functions, whereas positive framings propel the motivational centres of the brain and build problem-solving capabilities. There is an urgent need for research into how we can be most effective in creating engaging content about solutions and mobilise the immense power of storytelling to drive cultural change.

Central research question
Does a positive story focused on solutions shift the audience’s view of the future towards possibility and opportunity?

Methods and rationale
Stage 1 – production of documentary KELP! using positive framings, upbeat music and edit style.
Stage 2 – screenings of KELP! to provide live feedback on how effective the film is in achieving the desired impacts through discussion with audience. Points of note that arise from the discussion are recorded, as are individual responses.
I am the co-director of KELP! and co-run screenings.

Outcomes, contribution and significance
The outcomes from screenings and discussions strongly support a powerful shift in future-view in our audiences. Some audience quotes:
"I have no words... just wow! I felt my mind shifting while watching it. Thank you.”
“The whole world needs to see this film! We need hope and you gave us hope… Thank you.”
“I feel a weight of anxiety lifted.”
The film was also entered into international film festivals and has attracted numerous awards, including being selected for the International Ocean Film Tour. We have received overwhelming feedback that the positivity in the message and style of the film is the main reason for this success.

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