The major reframe at the heart of the story is a compelling argument to shift our mindset from simply citizens, voters and taxpayers, to owners, employers, and financiers. So we split the vid into two parts: a mini tutorial on this whole context, then an animated story ‘Hector’s Dilemma’, depicting its importance.

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We chose bright colours, strong illustration, and a simple but smooth rigged animation style to make the piece approachable, signalling story rather than sermon. We also invested significant time in casting and directing voice performances that felt compelling and relatable, particularly capturing Athleen's incredulity when Hector explains his dilemma. Her reaction is the audience's. It was also ours, quite frankly.

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• Views are growing: 604K+ combined views and counting from 2 Youtube videos
• The message is travelling. There’s organic cultural pickup from creators on TikTok who have referenced the video’s unique message in how they talk about politics, evidence that the reframe is entering everyday conversation.
• The video is opening doors. JAMP has been invited into significantly more citizen and public discussions to present this innovative approach to civic participation. The video has done heavy lifting in spreading their Theory of Change.

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