Research consistently shows that information on its own does not create change (e.g. Hornsey, Harris, Bain, & Fielding, 2016), and that outrage is often counterproductive (e.g. Rothschild & Keefer, 2017) unless it occurs after people develop an understanding of and affinity for the problem (e.g. Kals, Schumacher, & Montada, 1999). Our work supports creators in putting these emotional insights at the heart of media designed to create social change.