Primary Author
Eleanor M. Cleverly

Contributing Authors
John S. Johnson, Debika Shome, and Tamara Del Rosso

Jed Alpert, Kenny Broad, Art Brodsky, Emma Canarick, Harmony Davis, Steve Gaghan, David Hardisty, Michael Huttner, Lawrence Lessig, Josh Levy, Jenny Toomey, Adam Wolfensohn, Thom Woodley

Andria Cimino, Leapfrog Communications

Layout & Design
Eleanor M. Cleverly

Cover Art
Gabe Benzur

Ian Webster, Hazard County Illustration

Special Thanks
The Columbia University Center for Research on Environmental Decisions

The Harmony Institute, a non-profit research organization committed to applying behavioral science to communications, created FTW! Net Neutrality For The Win: How to Use Entertainment and the Science of Influence to Save Your Internet. The guide was made possible through the generous support of The Pacific Foundation, with additional support from Free Press. This material is protected by a Creative Commons copyright. Each individual is permitted one download or print copy for reference and research purposes. The guide may be distributed to individuals and organizations for these uses as long as this notice is kept intact and attached to the material. Any other distribution or use is expressly prohibited without prior written consent of the Harmony Institute.

This work is licensed under the Creative Commons Attribution-Noncommercial-No Derivative Works 3.0 United States License. To view a copy of this license, visit or send a letter to Creative Commons, 171 Second Street, Suite 300, San Francisco, California, 94105, USA.

Citation: Harmony Institute. (2010). FTW! Net Neutrality For The Win: How to Use Entertainment and the Science of Influence to Save Your Internet. New York.

About the Harmony Institute
The Harmony Institute is a non-profit research organization that works to harness the power of mainstream media and entertainment within the United States to increase awareness and provide motivation for transformative action within traditional viewing audiences. With a keen understanding of behavioral science, and a wide network of academic and industry supporters, the Institute assists in the production of entertainment that connects with viewers on both a cognitive and emotional level. Accomplishing this goal not only means advising on conceptual projects and existing productions, but also providing key members of the media, advocacy, and public-policy realms with the tools and information they need to develop and market projects that accurately evaluate current concerns and offer empirically-based alternatives. For more information, visit

The Institute welcomes feedback about this guide. Please send emails to