Jump to navigation Jump to search
Revision as of 03:17, 23 November 2022 by Gunner (Created page with "Narrative and storytelling *[https://350.org/ 350.org]: planned a day of action globally where folks submitted their own photos to flickr, from all around the world, holding...")
Narrative and storytelling
- 350.org: planned a day of action globally where folks submitted their own photos to flickr, from all around the world, holding a "350" sign
- A "global potluck" that connected local, individual narratives through the350 number and a singular message
- Made the issue visible, gained exposure, made it accessible -- you didn't have to be a scientist to "get it"
- Wasn't just one person talking
- Storytelling is like an equation: if X, then Y
- A beginning, a middle, and end
- Do an assessment of where you're at and decide whether to show your audience the "X" or the "Y"
- How to not be exploitative in storytelling about impact/ed communities
- You may get donations, but you're not changing people's thinking or mindset
- Weather vs. Climate
- The sum total of all the stories being told by EVERYONE on an issue -- the accumulation is the climate
- When we highlight or tell certain stories that's the narrative WEATHER
- Be careful re: language choices because they have strong associations for people
- Story about someone who worked in a "PR war room" and moved on to create "Upwell" -- a PR agency for the ocean!
- Getting more attention for the ocean: "whales have a brand"; "marine protected areas" are important but the messaging isn't sexy -- instead, "Yosemites of the sea"
- Team tracked keywords and sentiments from online convos and trends ("big listening", at the scale of the issue itself)
- Discovered that shark week was like the superbowl for the ocean
- The team targeted the people who spoke positively about sharks
- Required thinking with an abundance mentality, networking strategy, partnering with other orgs rather than competing
- Over years, the "yay sharks" conversations grew at a faster rate than the convos about shark week itself did -- they aimed for pop culture-level engagement
- Make a potluck that anyone can join, not something exclusionary/exclusive
- Example: embedding progressive memes/gifs into giphy keyboard
- Shared narrative that many actors can use
- It's intersectional (see the Race-Class Narrative project)
- Other good examples: Reframe Signals Project, The Narrative Initiative
- Funders are getting more interested in this narrative work
- Ask people what they think, find out what they are already saying, and build on that
- Engagement -- be participatory!