Tackling Wicked Problems
act 4 — scene 2
Imagine... Unilever + Charity: Water created an interactive video series where viewers help the show's host make construction decisions while building a sustainable water system for a local community.
What's Happening?
Organizations addressing "wicked problems" through edutainment initiatives focused on Science, Social Issues, or Sustainability can engage audiences while fostering loyalty and passion around causes.
What is a Wicked Problem?
A wicked problem is "difficult or impossible to solve because of incomplete, contradictory, and changing requirements." These issues have no single solution—think climate change, inequality, or public health crises. The UN's 17 Sustainable Development Goals represent classic wicked problems.
Key Insight: Edutainment alone cannot solve these issues, but brands can simplify complex topics into engaging, accessible content.
The Power of Storytelling
Research from Baylor University demonstrates that edutainment effectively influences health behaviors among millennials.
"Edutainment is a powerful communications tool that can lead to positive health-related changes."
Study Details
- Shows Analyzed: ABC's "Private Practice" and syndicated "The Doctors"
- Topic: ADHD health information
- Finding: Fictional narrative formats engaged audiences more effectively than direct-to-camera medical information
Venture capital firm a16z suggests complex technical topics benefit from storytelling approaches similar to those used by physicist Richard Feynman.
Why This Matters
Brand activism is now a consumer priority. According to Accenture's survey of 30,000 consumers across 35 countries, 62% want companies addressing sustainability and fair employment.
Organizations successfully unpacking issues like climate change and pandemics through accessible storytelling attract mission-aligned audiences.
In Action: Tackling Wicked Problems
The Mind, Explained
Netflix docuseries narrated by Emma Stone covering memory, anxiety, dreams, and brain function—making scientific knowledge accessible to general audiences.
MTV Shuga
Coming-of-age drama across East, West, and South African settings addressing sexual health, relationships, family issues, and gender-based violence.
Research confirms: Studies from London School of Hygiene & Tropical Medicine and Tulane University confirmed increased HIV testing awareness and attitude shifts.
Puntos de Encuentro
Nicaraguan feminist NGO combining television drama, radio talk shows, and magazines with leadership training—focused on youth and women's rights.
Patagonia - "Don't Buy This Jacket"
Activism campaign questioning overconsumption while donating 100% of tax savings to environmental causes and giving 1% of profits to environmental organizations.
Skam
Norwegian web series with interactive choose-your-own-adventure format across multiple platforms, addressing homophobia, sexual assault, and mental illness.
Gillette Venus x Animal Crossing
In-game campaign featuring 250+ diverse skin representations including 19 skin types, 8 in-game tones, freckles, acne, cellulite, scars, vitiligo, tattoos, psoriasis, and differently-abled bodies.
Key Themes for Edutainment 3.0
Mission-Driven Marketing
Consumers align purchases with brand values on social causes. 62% want companies supporting sustainability and fair employment.
Storytelling Power
Breaks down complex topics through narrative. Communicates "why" behind initiatives.
Multiple Delivery Modes
Edutainment 3.0 leverages various platforms and formats rather than single-channel approaches.
In Action: Ones to Watch
TikTok Syllabus
Public scholarship project curating resources on socio-cultural issues for educators and researchers.
Coca-Cola HBC Italia
Campaign across 20,000 vending machines promoting correct recycling: "How many lives can a bottle have?"
Undercurrent
Event series with 40+ musicians and artists featuring 11+ audiovisual installations focused on climate crisis conversations.
Garnier x National Geographic
Green Beauty educational campaign empowering 250 million people toward sustainable living through expert knowledge on plastic, packaging, and green sciences.
Guidelines for Greatness
Inclusivity Matters
Demonstrate audience capability for understanding complex topics. Communicate across multiple mediums.
Make Impact Visible
Show clear benefits and even small wins. Drives engagement, empathy, and legitimacy.
Create Spaces
Enable two-way communication and audience engagement. Source community input for initiatives.
Multiple Modes Forward
Avoid single-platform constraints. Leverage diverse delivery methods.
Opportunities
- Video Potential: Underutilized for explaining complicated subjects concisely and visually
- Game Mechanics: Can encourage exploration and social sharing through subtle game elements
Challenges
- Wicked by Nature: These problems are inherently tough; scope creep and overestimation common
- Accuracy Required: Entertainment element doesn't permit casual data interpretation
- Bad Storytelling: Poor execution evident in flawed logic, unimaginative characters, unclear mission connection
Spark Your Creativity
- What hidden stories exist within complex topics? Which remarkable people deserve spotlight?
- What games could you design for audiences to discover and share?
← Scene 1: Brands as Neo Educators | Scene 3: Cultural Institutions Reimagined →