Why We Dream: An Agency’s Perspective
At Buoyant, we start every storytelling campaign with one question: “In an ideal world, what would tomorrow look like?”
Dreaming plays a pivotal role in shaping and transforming our world. When we envision a better future, we lay the foundation for creating real systemic change. This article examines research that underscores the importance of dreaming and our agency's approach to achieving a dream state.
The Brain’s Limitless Potential
When you dream or engage in imaginative thought, various regions in your brain fire up in extraordinary ways. Dr. Sara Lazar, a neuroscientist at Harvard Medical School, explains that during dreaming, our brains demonstrate enhanced connections between different brain regions, promoting creativity and allowing for the exploration of ideas without constraint. It is this freedom of thought that allows us to venture beyond the boundaries of our current challenges and circumstances.
The Dream State
Buoyant story producers and strategists spend countless hours crafting social impact stories, so we know it’s easy to become mired in the details of dismal statistics and bleak outcomes. As we craft narratives around hunger, infant mortality, AI bias, and other societal harms, we find it’s better to fixate on possibilities rather than problems.
We begin client discovery sessions by focusing on the world we want to create. This grounds us in a shared vision. That vision becomes our main characters’ quest. As we follow characters through their journeys, the problems they face emerge as mere obstacles to overcome on the way to their dream.
This approach aligns with the pioneering work of Dr. Roberta Ness, dean of the University of Texas School of Public Health, who suggests that imagining a future without limitations enhances problem-solving capabilities and fosters innovative solutions. It is through this dream phase that we can challenge the status quo, suspend disbelief, and forge new paths toward equity and justice.
So, before your next marketing campaign, spend some time dreaming up a better, alternative future.
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