Message
with
E SS
CC
SU
How to Communicate with Impact
globalyouthfund Creative Activist Toolkit 005

ENERGY, SINCERITY,
CLARITY OF VISION,
CREATIVITY...
Dan Eldon (1970-1993)
Creative Activist

in partnership with
globalyouthfund Creative Activist Toolkit 005

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globalyouthfund Creative Activist Toolkit 005

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Like you, I get lots of
FORWARDS
in my Inbox
globalyouthfund Creative Activist Toolkit 005

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jokes and Subject: Make A Wish Foundation (fwd)
A plea from a sick little girl
chain Little Kimberly Anne is dying of a
horrible tropical disease. Her goal,
letters
before she passes into the Great
Beyond, is to collect as many free
America Online disks as she can, to
make the Guiness Book of Records.
Her project is being sponsored by the
Wish-Upon-a-Star Foundation, which
specializes in fulfilling the final
wishes of such sick little girls...
globalyouthfund Creative Activist Toolkit 005

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videos of cute children...
...cute animals
globalyouthfund Creative Activist Toolkit 005

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...outrageous experiments, etc.
globalyouthfund Creative Activist Toolkit 005

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Why do some messages
travel
and others don’t?
Let’s look at one example.
globalyouthfund Creative Activist Toolkit 005

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a lo t of
warded to
o wa s f or . Wa tch it
This vide appe ared
n it first this?”
peop l e whe peop le like
, “ Wh y did
an d ask
globalyouthfund Creative Activist Toolkit 005

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What made it
fwd:
STICKY?
Why did it travel
from inbox to inbox?
globalyouthfund Creative Activist Toolkit 005

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According to
Made to Stick,
messages that spread
easily share six
common traits:
globalyouthfund Creative Activist Toolkit 005

1
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SIMPLICITY
It’s simple. It’s about an autistic boy who
scores six three-pointers at a high school
basketball game. People can easily and
accurately re-tell this story to their friends.
globalyouthfund Creative Activist Toolkit 005

2
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UNEXPECTEDNESS
It’s unexpected. “He’s autistic? Wow.”
Most will find it hard to believe and will
want to see the video for themselves.
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3
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CONCRETENESS
He scored SIX three-pointers. The
details of this story make it that much
more unbelievable... and interesting.
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4
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CREDIBILITY
It’s credible. There’s evidence of this
“incredible story.” You just watched it.
Otherwise, it should be something people
can verify or see for themselves.
globalyouthfund Creative Activist Toolkit 005

5
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EMOTIONS
This story is bursting with emotions.
Powerful messages tend to have an
emotional hook or some emotional appeal.
globalyouthfund Creative Activist Toolkit 005

6
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STORY
Finally, it’s a story. Not all messages
come in the form of stories but the most
“sticky” ones tend to. Our brains are
wired to tune in to stories (with characters
and plots).
globalyouthfund Creative Activist Toolkit 005

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ess age?
a uti stic
derl ying
m
at an
ha t ’s th e un
u me wh .
W
’t a ss ot do
D on ca nn
an or
c hil dc
Many studies can back that up
but I doubt any could drive the
point home as well as the story
of “J-Mac.”
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SUCCESs
In summary, the six ingredients are:
Simplicity – simple enough for someone to
summarize for another
Unexpectedness – out of the norm or hard
to believe
Concreteness – important details that would
amaze or amuse
Credibility – offers proof or a way for
people to verify for themselves
Emotions – it makes people feel
Story – involves characters, a plot and has
beginning, middle and end
globalyouthfund Creative Activist Toolkit 005

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The most important of these is
STORY
globalyouthfund Creative Activist Toolkit 005

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Once you have a good story,
it should be easy to line up
the other five ingredients.
globalyouthfund Creative Activist Toolkit 005

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What type of stories?
For social change projects,
the most important are
INSPIRATIONAL STORIES
globalyouthfund Creative Activist Toolkit 005

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As described in
Made to Stick, most
inspirational stories
follow three
common plot lines.
globalyouthfund Creative Activist Toolkit 005

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1. Challenge Plot
Someone overcomes
a difficult challenge.
Triumph over
adversity.
globalyouthfund Creative Activist Toolkit 005

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exampl e of this.
J-Mac is a great
globalyouthfund Creative Activist Toolkit 005

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2. Creativity Plot
Someone comes up with a brilliant
solution or something truly out of the
ordinary. Think of social entrepreneurs.
globalyouthfund Creative Activist Toolkit 005

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, the 14 -year-old
am Kam kwamba
ple, W illi for his v illage.
For exam built a windmill
Malawi kid who
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3. Connection Plot
Someone makes an
unlikely connection
with someone else.
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souther n town
nts from a white
xamp le, stude ivors...
For e ust sur v
Holoca
con nect with
Note: This story
also follows a
“creativity plot.”
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So... do you have an inspirational
story? Simply ask yourself:
1. Does my project involve someone overcoming
great challenges?
2. Does my project involve someone being creative
and coming up with innovative solutions?
3. Does my project bring together people who are
usually worlds apart?
globalyouthfund Creative Activist Toolkit 005

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If you answered yes to any of the three questions
(and the answer could be YOU), then you have
A POWERFUL STORY waiting to get out.
globalyouthfund Creative Activist Toolkit 005

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e rest of the
ou follow th
make sure y
Just
CES m odel:
SUC
Sim picity
xpecte dness
Une
Concre teness
Cred ibility
Em otions
Stor y
globalyouthfund Creative Activist Toolkit 005

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Good luck! Share your story with us!
Click image to visit our community.
globalyouthfund Creative Activist Toolkit 005

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Check out other chapters...
globalyouthfund Creative Activist Toolkit 005

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globalyouthfund Creative Activist Toolkit 005

about the author
Charles Tsai is the founder and Executive Director of Global
Youth Fund and also works for Ashoka’s Youth Venture as
Director of Virtual Program. Previously, he worked at CNN
as a reporter and producer.
creative activist toolkit thanks
The Creative Activist Toolkit is a series of PDF The Creative Visions Foundation
booklets designed to help today’s youth The Vancouver Foundation
impact the world through creativity and social The Steve Nash Foundation
entrepreneurship. Produced by the Global
Youth Fund and the Creative Visions Jon and Amy Eldon Turteltaub, Joanne Marien
Foundation, the toolkit chapters are offered Elaine Munro, Debbie Riopel, Jaspal Lisa Rai
free to download. Email us if you would like Bruce Johnson, Brooke Kuhn, Serge Martin
to contribute a chapter.
Copyright ©2009 Global Youth Fund credits
Feel free to pass this booklet on but you may Amy Eldon Turteltaub Executive Producer
not alter the content or charge for it. You may Charles Tsai Managing Director
quote brief sections if you credit Global Youth
Fund and provide a link to Images from MadetoStick.com and
globalyouth.ning.com YouTube.com
globalyouthfund Creative Activist Toolkit 005

Global Youth Fund
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Vancouver, BC V6Z 3G2
CANADA
Tel: +1 (604) 628-1807
www.globalyouthfund.org