Driven by hunger, a fox leapt with all his strength to reach some grapes hanging high on the vine but failed. As he walked away, he scoffed, “They’re probably sour anyway, I wouldn’t want them.”

Aesop’s fable of the fox and the grapes is a reminder of a fundamental truth: our experiences don’t just shape our actions — they reshape our attitudes. The fox couldn’t reach the grapes, so he changed his perception of them to justify giving up.

We see this same principle in media. People don’t change their beliefs simply by being exposed to something—they change when they engage, experience, and internalise ideas. That’s why we believe media should be built around actions and ideas, not just ‘opportunities to see.’ Real impact comes from meaningful engagement, not passive observation.