Problems getting people to care SYMPTOM: “They are so apathetic” or “No one seems fired up about this.” SOLUTION: Remember the Mother Teresa effect—people care more about individuals than they do about abstractions. Tell them an inspiring Challenge plot or Creativity plot story. Tap into their sense of their own identities, like the “Don’t Mess with Texas” ads, which suggested that not littering was the Texan thing to do.
