YELLOWBRICKROAD - How We Work

We believe communication is equal parts science and art. We deal with complex issues that can’t be overcome with a silver bullet or a clever public service announcement. It requires both a disciplined and systematic approach designed with a compelling aesthetic appeal. It stands to reason then that we draw inspiration from architecture, which is the art and science of design.

As architects of change, we believe that programs we design must deliver on three areas:

Function: What is the change that this program is intending to achieve?
Inspiration: Will what we build cause others to use the information and tools to change?
Sustainability: Are we building something that can stand the test of time and lead to long-term change?

Like the work of the architect, ours is a highly collaborative process, drawing upon many types of expertise. We have developed innovative communication tools that build upon important work done in both private sector and public communications. From the foundation of our work which is grounded in the ecological model that acknowledges not only individual responsibility but also the myriad of environmental influences that impact change to the work of George Lakoff and Frank Lunz that helps inform how we frame our communications in order to make sure we are placing the emphasis on what our audience(s) perceive and hear and not just on what we say. We frequently engage noted experts, authors and social scientists to ensure that we understand the complexity of human behavior in order to develop communications that don’t just reinforce accepted beliefs but address the cognitive dissonance that is often beneath the surface.

We have developed proprietary tools that help understand the barriers to overcoming this dissonance (Barriers to Change Segmentation Model) synthesize our thinking (Communications Change Brief) and provide consistency across all our message platform development (Communications Architecture).

Whether you are a corporation, a media company, a non-profit organization or a member of government, we all must face the question of how do “cause and commerce” best come together. How do we as a society reconcile a free market economy with the greater social good? How do we as individuals do our job and do “good”? We are uniquely familiar with the challenges that surround these questions. Companies are looking to do more than just write a check. They want to invest in products, causes and relationships that will build both goodwill and profit. Non-profits are seeing the need to improve the sophistication with which they promote themselves in order to compete in an attention-starved economy. They are moving beyond just trying to find funding to needing to secure mutually beneficial partnerships. And government is realizing that spending a dollar today investing in innovative communications programs that stress prevention and education can save three dollars in treatment down the road. And more importantly improve lives in the process.

Our experience working in this arena is unparalleled. We have worked with all of these constituencies to develop programs that have resulted in both financial benefit and societal betterment. We are the primary architect of this country’s most successful youth public health initiative, VERB. We have collaborated with the CDC, HHS, Congress, corporations, media companies and community organizations to create a campaign that has seen unprecedented cooperation AND results.

There is wonderful work being done today. And many companies and organizations dedicate a tremendous amount of resources to improving their communities. Still too many people view these programs with an eye towards what they are not doing versus what they are. To this end, we can leverage our experience to ensure that your programs are having their optimal effect in the lives of youth and are receiving the proper recognition your key constituencies.

We are dedicated to giving a home and a voice to various media that will help make the world a better place for our youth. We have produced one documentary entitled “the education of matthew leiphart”. We are in production on a second film “A Tale of Two Families” which examines the displacement effects of children’s media consumption, including the changing nature of play. From a publishing perspective, we have several projects in the pipeline. Of note is a collection of photographic essays entitled “A Thousand Words”, which examines twelve issues facing American youth today each captured by one provocative picture and 1,000 words written by our most astute social commentators.

In addition to the media we produce on our own, we are also excited by the prospect of partnering with others to put forth more positive communication. This means providing a home to artists who need help in producing their ideas. It applies to providing non-profit organizations world-class resources to produce films and materials that promote their noble causes. And it equals opportunities for corporations who are seeing the lines of content and commerce blurring and are looking for partners to create and promote positive messages.

There are serious issues facing our youth today. We live in the most prosperous society the world has ever seen. Yet we are raising children who are less healthy, less educated and less inspired than previous generations. Childhood obesity is at an all-time high. Ten million children do not have health care. Our educational system is littered with inequalities that leave too many children behind. Apathy among youth is increasing at an alarming rate and their dreams too quickly fall to the wayside. Each of these issues is met with great debate. Too much of this debate is not about finding solutions but appropriating blame. Too much time spent pointing fingers and not enough time spent holding hands. We have seen the progress that can be made when the government, corporations and citizens work together towards a solution. When we accept the principle of N.O.F.E.R. (No One’s Fault Everyone’s Responsibility) and act accordingly.

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