Streaming across borders

With internet access so readily available, it’s never been easier to access entertainment, information and knowledge in just a few clicks with more people holding one, if not multiple subscriptions to streaming services.

While content warnings are beginning to increase across streaming platforms, there has also been a call for access to support viewers who find content distressing.

Mindframe is often asked what progress is being made to assist people who are confronted by problematic content.

In this news item, the Mindframe team turn the lens on just what is involved when it comes to supporting safe and responsible content through collaboration.

What does this support looks like?

A great example of the support provided is Mindframe’s recent collaboration with Netflix after global interest peaked on release of 13 Reasons Why (season 2).

Through collaboration, provision of regional help-seeking messaging which was designed to support audiences as well as evidence-based messaging Mindframe contributed to efforts aimed to protect those in social media discussions.

The way in which Mindframe supports the release of online content looks different for each piece of work and the following information has been shared to highlight the advantages and importance of utilising the evidence-based Mindframe approach.

Audience engagement

The best way to understand how to support audience decisions around engagement with online content is to first consider:

  • Who the intended target audience is?
  • Who is likely to engage with the content?
  • What general themes will be discussed?

Obtaining this information will assist in guiding and informing a tailored sector response, which consequently highlights key organisations who can provide an appropriate voice for comment if called on by the media.

Mindframe helps to facilitate this by working with streaming platforms and content creators, prior to release where available and by viewing full length screeners.

The team then develops a strategic approach which incorporates guidance for activity before, during and post the release of content.

Problematic content

Identifying content that may be problematic is only one part of the strategic approach.

Each piece of entertainment has the capacity to also demonstrate protective factors and priority groups are more likely to engage with content online when they are able to relate to the story line.

It is important to consider that highlighting protective factors in relatable content is an important factor in the development of key messages.

Key messages & delivery

Tailoring the key message and best method of delivery is different each target audience, or ‘priority group’ have their own unique considerations.

Access points for the development of key messages are include:

  • Appropriate content warnings
  • Supplementary communication collateral for use on social media
  • Skilled spokespeople who are able to de-escalate inflammatory community attitudes and promote help-seeking behaviour
  • Background briefing & support

Background briefing on a ‘need to know’ basis is the Mindframe approach to supporting the Mental Health and Suicide Prevention sector (MHSP sector) is to develop a comprehensive briefing document.

A background briefing usually includes:

  • production running time
  • official rating
  • genre listed content warnings
  • themes that may be problematic
  • protective factors.

By providing this information at the time of production release, Mindframe helps to assist in mitigating fear among sector stakeholders while also supporting services to ensure they are equipped with the necessary staffing levels during increases in demand.

The outcome The outcome of engaging with Mindframe is the development and roll out of a sector wide communication strategy which better prepare stakeholders to confidently respond to communities in need, help dispel myths and provide a better service to those in crisis.

With continued application of the Mindframe approach supporting streaming services in Australia and around the world, there is room for wider exploration into safe storytelling, increased engagements by viewers, increased opportunities for safe media portrayal and ultimately building a safer online environment.

If you are currently producing, writing or creating a body of work designed for entertainment purposes please reach out to the Mindframe team for support, guidance and resources via mindframe@hnehealth.nsw.gov.au

Find out more about the Mindframe guidelines here: https://bit.ly/2BRf3WV

For further support and information for those working within the stage & screen sector: https://bit.ly/1HF8cKy

END