Awareness campaigns

The HTV Lab works collaboratively with artists, actors, international and local partners in order to create realistic and high-quality awareness campaigns that also conform to an exacting research design.

In our studies, we vary a campaign’s format and message content to see how different delivery mechanisms and messaging frames shape the efficacy of the campaign. One important variation we explore is whether or not fear-based campaigns that consistently emphasize negative, “danger signs” throughout each story are more or less effective than empowerment-based campaigns that use positive, agency-based plot points. We also look at whether using fact-based messaging or narrative-based messaging is more effective. Below are links to campaigns we designed and deployed as interventions in our Nepal and Hong Kong studies.