How do you engage huge audiences in sad and depressing story's? To be relevant and make people care, you must take on your audience mighty brain, at its preference for good news.

Jonas Brenna is an award winning producer behind the international hit documentary series «Sweatshop – deadly fashion». Currently a buyer and producer with Norwegian news giant Schibsted/Aftenposten.

This talk was given at a TEDx event using the TED conference format but independently organized by a local community. Learn more at http://ted.com/tedx