As a former behavior change specialist, I know that people’s behavior is driven by emotion, not logic.

I produced communications campaigns that catalyzed action around some of the toughest behavior changes on the planet (think Ebola in Sierra Leone, HIV in South Africa, elephant and wildlife poaching in Tanzania, fisheries conservation in Belize, and much much more).

I know how to reach big audiences with big impacts. With lives on the line, I wrote to drive people to action — conveying what’s in it for them and how it will make them feel.

In copywriting lingo, we call that selling the benefit to the customer and even better, the deep benefit.

What did I do before I was trying to save the world?

I worked in Hollywood, of course, trying to save TV shows!

I worked on tons of shows as a creative story analyst and screenwriter (did someone say Law & Order: Criminal Intent?).

I wrote scripts to elicit an emotional reaction and establish a human connection. I know that once this is established, you can take the audience anywhere, and they will come along for the ride.