Hi all, Storytelling is an essential part of being human. Stories are at the core of our memories, knowledge, and social interactions. Our brains are hardwired for storytelling, to the extent that we tell ourselves stories in our dreams at night. Stories help to sustain the history and values of a culture, forming identity and sharing social norms. Stories are fundamental to many social marketing programs, providing strategic leverage that influences behavior toward a social or environmental objective. What are the components necessary to convey a compelling story? According to Nedra Kline Weinreich, from Weinreich Communications, they are: -reference points where the audience can identify with and relate to the story’s characters-a value-add that holds the audience’s attention-an emotional drive-an incentive to share the story with others-authenticity with the brand Using stories in a social marketing program focuses attention, promotes engagement, and increases the likelihood that information will be retained and retrieved (as opposed to simply presenting facts devoid of emotion, which may or may not be remembered). Stories help trigger empathy among the target audience, which can lead to enhanced connection and a desire to help other people. Also, the social learning that occurs through stories increases the likelihood that the audience will be willing and able to engage in the behavior themselves. When an audience engages with a story, they are ‘transported’ to a different experience than the one they are currently in. This narrative transportation influences persuasion and decision-making, particularly when the characters and plotline are realistic and relatable. One example of storytelling used in social marketing is an Australian behavior change campaign called Energy Plus Illawarra, which used a collective video storytelling approach encouraging older low-income residents to engage in energy-efficient behaviors. Based on qualitative research with the target audience, the program created a series of videos that combined lay energy narratives with technical knowledge on how to be energy efficient. Audience participants acted out the stories in realistic settings, while each video focused on one of ten energy use practices. The videos were distributed on the program website, YouTube, and other community channels. The overall program demonstrated significant changes in energy-related knowledge, attitudes, values, and behaviors. To read more about the power of storytelling in social marketing, check out the eight-page PDF document, written by Weinreich, attached.
