Hocus Pocus: 3 Communications “Spells”
Hocus Pocus is a classic Halloween movie filled with incredibly dressed witches, angsty teens, typical talking black cats and a spellbinding song. After rewatching it for the 100th time this year, I started to put some communications lessons together. Hocus Pocus is a fantastic movie about storytelling - stories that have been passed down through generations that define a town, a night and leave us with a chill on our back. Through the characters and a one-night Hallows Eve adventure we are taught how to be authentic, better communicators, and good advocates.
COMMUNICATE YOUR PURPOSE
Thackerey Binx - our trusted storyteller and talking black cat - is the first character introduced and we learn very quickly his role in the history of the Sanderson sisters legend. He has seen first hands what they are capable of. Even as a cat he is able to communicate keeping people away from the Sanderson house for 300 hundred Halloweens. However, he wasn’t able to communicate one key detail about the spellbook and its connection with Winifred Sanderson, which really sets the movie in motion. Binx struggled with explaining the why… he thought visually he was able to explain the danger in the graveyard, but alas the spellbook was opened by the unknowing children, unaware of the full consequences until it was too late.
Communications Takeaway: Binx failed in conveying his message (don’t open the spellbook), because his purpose wasn’t clear to the audience (the children). The purpose of a piece of communication or campaign is the most important step when building a plan - it helps inform not only the intended audience but also your team and any subsequent tactics or materials. Making sure everyone is reading from the same playbook and understands the mission is crucial in successful outreach.
FIND YOUR AUTHENTIC SELF
We are introduced to our hero Max Dennison in a modern-day high school classroom with a teacher very much in the Halloween spirit, relaying the story of the Sanderson sisters and Thackery Binx, a story passed down through generations in Salem, Massachusetts. He would like to come across as a cool, Californian teen confident enough to get the girl, but we quickly find out he is just the “new kid on the block.” He quickly gets into trouble, spinning a web of lies, but as he faces challenges throughout the movie, we find that Max gets more comfortable in his skin, expressing his authentic self.
Communications Takeaway: We sometimes find our authentic self, brand, and identity when facing challenges and obstacles. Authenticity is not just about being honest but also staying true to your core values, showing responsibility and transparency. Authenticity can evolve and be more focused, but it is always important to stay true because an audience can see right through a fake facade.
PLAN YOUR COMMUNICATIONS STRATEGY
One of my favorite scenes in the movie is when Max, Dani, Allison and Binx try (and fail) to warn the adults at the Town Hall Halloween Party. The scene includes great songs, voguing and the Sanderson sisters putting a spell on the adults instead - a classic “parents just don’t understand” moment.
Communications Takeaway: The moment, the message, and the audience mean everything when you are trying to communicate with a group of people. You can’t just rush into a crowd on Halloween night and try to explain something supernatural - it will get lost in the celebration. Messages, especially those attached to a campaign or piece of advocacy, take a lot of planning and research to be able to convince an audience. You have to be able to communicate with them on the platforms that they frequent and in a way that they understand.
Hocus Pocus teaches us the importance of teamwork, different perspectives and storytelling. So as we celebrate a socially distant Halloween this year don’t forget to put on your favorite Halloween film, stock up on your must-have candy and remember there might be more to this spooky night than you originally thought!