This paper explores how short-form videos—termed SciCommercials—can bridge the gap between research and public action. By borrowing storytelling strategies from marketing (Simple, Unexpected, Concrete, Credible, Emotional, Science-driven—SUCCESS), the authors demonstrate how emotional narratives can increase belief in science and motivate behavior change.

The “Good Whale Watching” video campaign, used as a case study, significantly shifted viewers’ attitudes toward sustainable tourism. Over 93% of viewers said they would choose responsible tour operators after watching.

Read the full paper here: The power of storytelling and video: a visual rhetoric for science communication
Originally published by Journal of Science Communication. All rights belong to the author and original publisher.