Norman Lear knew that film and TV could impact audience behavior 24 years ago when he co-founded EMA. EMA encourages TV shows and movies to incorporate environmental issues into story lines. Doing so increases awareness which leads to activism and eventually, change.
Researchers at the USC Annenberg Norman Lear Center released a study measuring a movie’s power to change the behavior of people who see it. The study of more than 20,000 people found that those who saw the 2010 Oscar® nominee Food, Inc. had significantly changed their eating and food shopping habits. Continue reading