Effective Storytelling7 ingredients for killer social change narratives

Tim Walker & Matt Thompson

x

5

My own personal lightning strike…

What was missing???

1 :: Strategy First!

2 :: Know Who You Are

3 :: Start Where They’re at

4 :: Beware of Broccoli

5 :: Make Them the Heroes

6 :: Show Some Undies

7 :: Do It With Pictures

BONUS :: Give 'em the Easy Button

SEVEN KEY INGREDIENTS

1:: Strategy First!

Beware the “bright shiny thing” trap

• The essentials:– 1) Objectives– 2) Audiences– 3) Resources

• Bad or no strategy is a silent killer

• The best story-telling flows out of great strategy

1:: Strategy First!

• Free Range Graphics:• Strategy before concepts•

1:: Strategy First!

• Free Range Graphics:• Strategy before concepts•

1:: Strategy First!

• Free Range Graphics:• Strategy before concepts•

1:: Strategy First!

2 :: KNOW WHO YOU ARE

2 :: KNOW WHO YOU ARE

- Every org has a character.

- Not “created”

-“Found” and “discovered

- Flow from history, mission & people.

- Research stakeholders.

- Authentic, intentional & strategic

- Codify within your DNA.

- Make storytelling easy and effective.

3:: Start where they're at• What's the last big thing your audience heard

about your issue -- or a related issue? • What's ALREADY on their mind about it?• What would they likely to say about it right

now if you asked them? • It's not necessarily accurate -- or rational!

CAUTION• "Mind the gap" between audience starting

points and expert starting points• e.g., SavetheInternet.com:• EXPERT STARTING POINT:

– "Let's capitalize on the huge ill will people feel towards big phone companies."

• CITIZEN STARTING POINT: – "I feel pretty good about my phone company."

(82% positive feelings toward AT&T)

3:: Start where they're at

“Even seemingly unrelated starting points can hold rich story-telling potential.”

“Even seemingly unrelated starting points can hold rich story-telling potential.”

4:: Beware of "Broccoli!"

• Break the "do-gooder” frame• Deliberately flout a perception about

your organization or issue• “Surprise me!”

– "Tell me something I don't already know about this story"

• Avoid familiar rhetoric• Create a "head-slapper" moment --

"I didn't know that!"

4:: Beware of "Broccoli!"

4 :: BEWARE OF BROCCOLI

“The new Greenpeace commissioned report, Decentralising UK Energy...

Not only is decentralised energy cleaner and cheaper than nuclear power - it's also more secure; we don't need nuclear power.”

4 :: BEWARE OF BROCCOLI

http://www.greenpeace.org.uk/files/efficiencity/index.html

• Make your supporters the stars• Put a human face on your movement• Diverse faces of support makes your

movement seem REAL• Lets activists know they are not alone in

caring & taking action

4:: Beware of "Broccoli!"

• Make your supporters the stars• Put a human face on your movement• Diverse faces of support makes your

movement seem REAL• Lets activists know they are not alone in

caring & taking action

4:: Beware of "Broccoli!"

6 :: SHOW SOME UNDIES

- Humans are not perfect.

- Flaws are authentic.

- Endearing.

- Essential to building relationships.

- Lose the filter. Give the inside view.

- Inevitable.

6 :: SHOW SOME UNDIES

“We're happy to have you on board. This campaign is rapidly expanding, and we're trying to keep up with all of the wonderful interest from folks like you all over the country who want to join their friends and neighbors in calling for congress to Step It Up : Cut Carbon 80% by 2050! So many people have signed up, in fact, that we have had to reorganize our website.”

6 :: SHOW SOME UNDIES

“Behind the scenes, there is a small team of us based in New Hampshire. Our days our filled organizing logistics, providing support to local organizers, and reaching out to spread Step It Up 2007 far and wide.

We also enjoy playing basketball, eating sandwiches, and ringing a small bell every time someone registers a new action for Step It Up 2007.”

6 :: SHOW SOME UNDIES

7:: Do it with pictures

1. Shows a BATTLE is going on2. Shows WHERE that battle is happening3. Shows WHO the BAD GUYS are4. Implies WHY they're bad (they're "alien" -- they want to

change things)5. Messages at level of

democratic values. An attack on the American way of life.

6. Rich multimedia potential.7. Fun. No broccoli. Avoids

over-earnestness.

7:: Do it with pictures

1. Shows a BATTLE is going on2. Shows WHERE that battle is happening3. Shows WHO the BAD GUYS are4. Implies WHY they're bad (they're "alien" -- they want to

change things)5. Messages at level of

democratic values. An attack on the American way of life.

6. Rich multimedia potential.7. Fun. No broccoli. Avoids

over-earnestness.

7:: Do it with pictures

7 :: DO IT WITH PICTURES

7 :: DO IT WITH PICTURES

http://livingoceans.org/programs/energy/model/spill_model/oil_spill_model.shtml

• If your lightning does its job, it will arouse a powerful and immediate desire to RESPOND

• But that energy will evaporate without an easy immediate outlet

+

BONUS :: GIVE ‘EM THE EASY BUTTON

BONUS :: GIVE ‘EM THE EASY BUTTON

http://www.nothingbutnets.net/

1 :: Strategy First!

2 :: Know Who You Are

3 :: Start Where They’re at

4 :: Beware of Broccoli

5 :: Make Them the Heroes

6 :: Show Some Undies

7 :: Do It With Pictures

BONUS :: Give 'em the Easy Button

SEVEN KEY INGREDIENTS