The Call To Action & The Reward

by Pamela Jaye Smith

In Star Wars, Luke Skywalker is entranced by the hologram of Princess Leia asking Obi Wan Kenobi to help save the Republic. In Apocalypse Now, Captain Willard is given the mission to "Terminate with extreme prejudice" the command of rogue officer Colonel Kurtz. In Lord of the Rings, young Frodo is tasked with tossing that tempting gold ring into the fires of Mount Doom.

What is it you want your audience to do? What is their Call to Action? To go online and order your product? To become a member of your team? To improve productivity?

The heroine heeds the Call to Action because there is a Reward: stated and/or implied, personal and/or universal. In Star Wars getting the girl is the implied personal reward; saving the Republic is the stated universal one. In Apocalypse Now Captain Willard's implied personal reward is to stop his own descent into darkness; the stated universal reward is to put a stop to Kurtz's unchecked barbarism. In Lord of the Rings Frodo's stated universal reward is to have saved the world for humankind; his surprise personal reward is to enter elven paradise with Gandalf.

These elements of the Call to Action and the Reward are part of the classic story structure that we all naturally respond to, whether in myths, modern dramas, commercials, or documentaries. Be sure to include in your media presentation a Reward or benefit we will receive from answering your Call to Action.

Most of the High Tech Media team have worked on commercials, where the call to action is obvious – "Buy our product or service". In this spot directed and shot by High Tech Media Associate Bruce Logan, the call to action was "purchase this TV set". The obvious reward was being able to watch clear bright media pictures. The personal reward was the rich immersive experience of watching media on this particular TV.
 

Narrative projects are usually more subtle, but to be effective they also need a Call to Action and a Reward. In this internal piece for a multinational corporate client, High Tech Media's Pamela Jaye Smith produced and directed the comedy short giving "Way to go!" recognition to people who came up with innovations that brought increased revenue to the company. The call to action was for employees to be more productive and imaginative. The obvious reward for employees who became more innovative was a sizable cash prize and a starring role in the "Way to go!" video. The implied personal reward was the self-satisfaction of seeing one's vision, creativity, and skills implemented in the real world.
 

For an awareness film on international industrial espionage, done for the aerospace community and used for many years by the Federal Bureau of Investigation, our call to action challenged workers in the industry to become more vigilant about their words and work habits. The stated personal reward was keeping the results of research and development properly within one's own company (and avoiding prosecution for espionage.) The more universal reward was keeping the country safe from people and governments who might do us harm.
 

You can find a rich collection of conflicts, antagonists, oppositions, lures, methods, and confrontational tools in Pamela Jaye Smith's new book, THE POWER OF THE DARK SIDE. Designed for easy reference and offering specific solutions as well as suggestions to spur your own imagination, her book can be a valuable addition to your content-creator's toolkit.

THE POWER OF THE DARK SIDE is available at your local bookstore, Amazon, or at MYTHWORKS, where you can also read the Introduction and check out the Table of Contents.