Drink, laugh, game, flirt, holiday and dance your way to better health. The GE sponsored Howcast Health channel on YouTube is promoting a healthier lifestyle by playing up the fun things in life that can lead to a more healthy lifestyle.

Again on the subject of creating non-zero-sum games where only zero-sum-games are perceived, GE creates a win-win story where a paradox previously exists.

Creating a narrative around a paradox is the equivalent of putting a two-headed cow in a field. The primal part of our brain is trained to spot anomalies like red fruit in trees, tigers in the grass and other items out of the ordinary. It’s a survival instinct that has stayed with us and one we marketers employ in order to grab ever-floundering attention spans.

There are many kinds of paradoxes that we can employ, but turning win-lose stories into win-win stories provides a powerful nudge to customers: one that can be effective at creating a more civil society. If we can save the environment without compromising our lifestyle, stay healthy without the pain or have peace in our time without subsuming our values and beliefs, what a wonderful world it could be.

Related posts:

+ GE Howcast channel
+ NYT: GE Campaign puts human face on health care role