Download - Storytelling - drawing on emotion. Small charities communications conference, 23 September 2016
![Page 1: Storytelling - drawing on emotion. Small charities communications conference, 23 September 2016](https://reader031.vdocument.in/reader031/viewer/2022030304/587995331a28ab95318b65eb/html5/thumbnails/1.jpg)
Story, Story, Hallelujah
Using storytelling to change hearts, minds and actions
Presented by Stephen Follows Creative Director of Catsnake Film
[email protected] @stephenfollows23rd September 2016
![Page 2: Storytelling - drawing on emotion. Small charities communications conference, 23 September 2016](https://reader031.vdocument.in/reader031/viewer/2022030304/587995331a28ab95318b65eb/html5/thumbnails/2.jpg)
2
My Story
• Stephen Follows, Creative Director at Catsnake Film
• A story agency based in Ealing Studios
• Over 30 million views to date
![Page 3: Storytelling - drawing on emotion. Small charities communications conference, 23 September 2016](https://reader031.vdocument.in/reader031/viewer/2022030304/587995331a28ab95318b65eb/html5/thumbnails/3.jpg)
3
Three truths about stories
• We all enjoy stories – Deep down, on a primal level
• Stories affect us – We feel connected and personally involved
• Stories inspire action – Far more than logic and reason
![Page 5: Storytelling - drawing on emotion. Small charities communications conference, 23 September 2016](https://reader031.vdocument.in/reader031/viewer/2022030304/587995331a28ab95318b65eb/html5/thumbnails/5.jpg)
5
… in a land long ago…2
50
,00
0 B
.P.
20
0,0
00
B.P
.
10
0,0
00
B.P
.
10
,00
0 B
.P.
Pre
se
nt
Da
y
Homo
sapiens
Stone
tools
Mitochondrial
Eve
Fully modern
humans
Farming
Fudge
iPhones
One Direction
Credit Default Swaps
Spoken
language
15
0,0
00
B.P
.
50
,00
0 B
.P.
![Page 6: Storytelling - drawing on emotion. Small charities communications conference, 23 September 2016](https://reader031.vdocument.in/reader031/viewer/2022030304/587995331a28ab95318b65eb/html5/thumbnails/6.jpg)
6
… humans evolved tales
• The love of stories is hard-wired into our brains
• Evolution has made the most important things deeply enjoyable
– Fuel became cuisine
– Procreation became sex
– Survival techniques became stories
![Page 7: Storytelling - drawing on emotion. Small charities communications conference, 23 September 2016](https://reader031.vdocument.in/reader031/viewer/2022030304/587995331a28ab95318b65eb/html5/thumbnails/7.jpg)
7
So, waddya know?
• People who crave fat and sugar live longer
• In the bush predators could be anywhere
• You’re unlikely to meet someone only once
• Faces you see often are your friends
Obesity
Superstition
Ethics
Celebrity
![Page 9: Storytelling - drawing on emotion. Small charities communications conference, 23 September 2016](https://reader031.vdocument.in/reader031/viewer/2022030304/587995331a28ab95318b65eb/html5/thumbnails/9.jpg)
9
So, waddya know?
• People who crave fat and sugar live longer
• In the bush predators could be anywhere
• You’re unlikely to meet someone only once
• Faces you see often are your friends
• Representations of humans are humans
Obesity
Superstition
Ethics
Celebrity
Photos & Videos
![Page 10: Storytelling - drawing on emotion. Small charities communications conference, 23 September 2016](https://reader031.vdocument.in/reader031/viewer/2022030304/587995331a28ab95318b65eb/html5/thumbnails/10.jpg)
10
The Life of Brain
Primate“Cerebral Neocortex”Language, planning and perception
Mammal“Limbic System”Motivation, emotion, reproductive/parental behavior
Reptile“Basal Ganglia”Aggression, dominance and instinct
![Page 13: Storytelling - drawing on emotion. Small charities communications conference, 23 September 2016](https://reader031.vdocument.in/reader031/viewer/2022030304/587995331a28ab95318b65eb/html5/thumbnails/13.jpg)
13
What’s a story?
An account of imaginary or real
people and events
told for entertainment
![Page 17: Storytelling - drawing on emotion. Small charities communications conference, 23 September 2016](https://reader031.vdocument.in/reader031/viewer/2022030304/587995331a28ab95318b65eb/html5/thumbnails/17.jpg)
17
• Practical Value
• Social currency
• Triggers
The elements which make content more shareable
Tap into your audiences’ inner caveman
Make people look good when they share
Tap into familiar items to trigger associations
![Page 19: Storytelling - drawing on emotion. Small charities communications conference, 23 September 2016](https://reader031.vdocument.in/reader031/viewer/2022030304/587995331a28ab95318b65eb/html5/thumbnails/19.jpg)
19
• Practical Value
• Social currency
• Triggers
• Public
The elements which make content more shareable
Tap into your audiences’ inner caveman
Make people look good when they share
Tap into familiar items to trigger associations
Being seen to share, and feeling included
![Page 21: Storytelling - drawing on emotion. Small charities communications conference, 23 September 2016](https://reader031.vdocument.in/reader031/viewer/2022030304/587995331a28ab95318b65eb/html5/thumbnails/21.jpg)
21
• Practical Value
• Social currency
• Triggers
• Public
• Emotion
The elements which make content more shareable
Tap into your audiences’ inner caveman
Make people look good when they share
Tap into familiar items to trigger associations
Being seen to share, and feeling included
When we care, we share
![Page 22: Storytelling - drawing on emotion. Small charities communications conference, 23 September 2016](https://reader031.vdocument.in/reader031/viewer/2022030304/587995331a28ab95318b65eb/html5/thumbnails/22.jpg)
22
The emotions that cause action
High Arousal Low Arousal
Positive
Awe
Excitement
Amusement
Contentment
NegativeAnger
Anxiety
Sadness
![Page 27: Storytelling - drawing on emotion. Small charities communications conference, 23 September 2016](https://reader031.vdocument.in/reader031/viewer/2022030304/587995331a28ab95318b65eb/html5/thumbnails/27.jpg)
27
Stay in touch
For these slides, or to just swap stories,
email me at [email protected]
Twitter @StephenFollows
![Page 28: Storytelling - drawing on emotion. Small charities communications conference, 23 September 2016](https://reader031.vdocument.in/reader031/viewer/2022030304/587995331a28ab95318b65eb/html5/thumbnails/28.jpg)
Visit the CharityComms website to
view slides from past events, see
what events we have coming up
and to check out what else we do:
www.charitycomms.org.uk
![Page 29: Storytelling - drawing on emotion. Small charities communications conference, 23 September 2016](https://reader031.vdocument.in/reader031/viewer/2022030304/587995331a28ab95318b65eb/html5/thumbnails/29.jpg)
23 September 2016
London
#CCsmallcharity
Small charities
communications
conference