Script Framework: Garrett Morgan
Script Framework: Garrett Morgan
Embedded Files
Socio-Emotional Animation Script : Garrett Morgan
Socio-Emotional Animation Script : Garrett Morgan
We will be amplifying history with the aim to move viewers beyond reaction to action using the I-See-U Socio-Emotional Framework.
Total timing: 21, 70, 19, 7, 13 = 130 seconds
Set Expectations (5-20 seconds): The Preamble
Set Expectations (5-20 seconds): The Preamble
Primal Brain: Starting with a high-emotion, introductory statement, will positively influence the audiences perception of the rest of the video. This is accomplished by boosting the dopamine levels in their primal brain right at the start. Target emotions that can be triggered by things like surprise, shame, anxiousness, confusion, courageousness, cruelty, cynicism, distress, doom, intimidation, idealism, hostility, hopelessness, hopefulness accomplishment, gratefulness, mourning, belonging.
Garrett Morgan's invention, the three-signal traffic light, saves lives every day.
Timing:
12 words = 6 seconds
aim: 40 words
Tell The Story (60-80 seconds)
Tell The Story (60-80 seconds)
Knowledgeable Brain: tell the story in a way that provides a visual and iconic image for each of the major events. We will add motion and sound, which together with the images, will inject the story into the viewer's long-term memory which are organized in the hippocampus, but with bits that are located at various places in the cortex where they are associated with sensory experiences and other tangential, previous memories that connect with and provide context.
Born in 1877 to formerly enslaved parents of Black, Native American, and white descent, he also invented the friction clutch drive used in engine transmissions, a breathing device, a precursor to the gas mask used in World War I, as well as a hair de-curling comb. In 1905, he started the G. A. Morgan Hair Refining Co., marketing a complete line of hair care products for African American women.
Because Morgan lived in times where an invention by an African American was not respected, he resorted to hiring a white actor to pose as the inventor during presentations of the breathing device.
Shunned by the white community Garrett provided leadership in the black community as a member of the NAACP, the Cleveland Association of Colored Men, HBCU financial supporter, and founder of the Cleveland Call, a popular African American newspaper.
Timing:
140 words = 70 seconds
aim: 120 words - 160 words
Affirm its importance Value Proposition (10-20 seconds)
Affirm its importance Value Proposition (10-20 seconds)
Our Logical Brain: Explain the importance of the story using dates, data, statistics, etc to reinforce it. This aims to engage the neocortex, where rational and analytical thought occurs.
In 1920 blacks received half of the patents per capita as whites. It makes one wonder whether Morgan received a fair sum for his impactful 3-signal traffic light when he sold the patent to GE for $40,000 ($520,000 in today's money). That's $620,000 in today’s money. But was he shortchanged for the invention due to his race? In 1920, 400 patents per million were granted to white inventors and only 200 patents per million granted to African American inventors.
Timing
42 words (22 seconds)
aim: 20-40 words
Connect it with the viewer (10-20 seconds)
Connect it with the viewer (10-20 seconds)
Our Tribal Brain: Connect the story to where we are today. This can give the viewer a sense that they are part of a continuum in which the history and the present are joined. This feeling of connectedness occurs in the brain's Limbic System, which has no capacity for the expression of ideas as language, but is the most important factor for moving audiences beyond reaction to action.
How many more traffic deaths would we have today if Morgan had not invented the three-signal traffic light?
Timing
18 words (9 seconds)
aim: 20-40 words
Call to Action (3-10 seconds)
Call to Action (3-10 seconds)
What do you want the audience to do with this new information? What can be said to move the viewer beyond reaction to action? Example:
His accomplishments and inventions continue to saves the lives of people of every color and proves that Black History is simply American History and should be celebrated as such.
Timing
29 words (15 seconds)
aim: 6-20 words
Time
Time
457 words
229 seconds as is in this version.
target = 90-120 seconds
Original From JCM
Original From JCM
Garrett Morgan
Garrett August Morgan was an inventor at heart. Most of us see and use his most famous invention every day, the three-signal traffic light. After witnessing numerous motor vehicle accidents because there was no interval from Stop to Go, Morgan realized that drivers needed to have a warning position in-between. Thus, the three-signal stop light was born.
Garrett Morgan was born in Paris, Kentucky in 1877 to formerly enslaved parents. His parents were of Black, Native America, and white descent. As a teenager, he left Kentucky and moved north to Cincinnati, Ohio, in search of opportunities. He first worked as a handyman in Ohio and later opened his own sewing-machine repair shop. In 1905, Morgan started the G. A. Morgan Hair Refining Co., to market a hair straightening solution and a complete line of hair care products for African American women.
He also started the Cleveland Call, a popular African American newspaper in Cleveland, Ohio in 1920. He had an innovative mechanical mind and was a skilled entrepreneur. He was also a member of the NAACP, was active in the Cleveland Association of Colored Men, opened the all-Black Wakeman Country Club, and donated to HBCUs.
In 1912 he invented a “breathing device” that protected the wearer from smoke and gasses. The device was patented in 1914 and it was later used to rescue workers after the Cleveland Waterworks explosion disaster. The breathing device became the precursor for the gas mask used in WWI and won invention awards. Because Morgan lived in times where an invention by an African American was not respected, he resorted to hiring a white actor to pose as the inventor during presentations of the device.
Morgan was the first African American to own a car in Cleveland, Ohio. Another one of his inventions was a friction drive clutch. But maybe his most impactful invention was the three-signal traffic device which added a warning light to alert drivers that they would need to stop soon. The 1923 invention was the precursor to the modern-day streetlight and is used all over the world. Morgan eventually sold the rights to his invention to General Electric for $40,000.
What would driving be like had Morgan not invented the three-signal traffic light? Although Morgan received nearly $620,000 in today’s money, one must wonder if he was shortchanged for the invention due to his race? In 1920, there were nearly 400 patents per million granted to white inventors and only about 200 patents per million granted to African American inventors.
The story of Garrett Morgan’s inventions is occasionally told but usually only during Black History Month. His accomplishments and inventions not only saved lives but proves that Black History is simply American History and should be celebrated as such.
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