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Sydney social media forum - WSPA Australia

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Presentation at the Sydney social media forum by Rafi Cooper from WSPA Australia, titled 'How great storytelling leads to great engagement'

Presentation at the Sydney social media forum by Rafi Cooper from WSPA Australia, titled 'How great storytelling leads to great engagement'


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  • 1. World Society for the Protection of Animals Rafi Cooper – Communications Manager, WSPA Australia
  • 2. World Society for the Protection of Animals
  • 3. World Society for the Protection of Animals What did the second story do that the first didn’t
  • 4. World Society for the Protection of Animals Tone Back / forward stories – made it personal / relevant Names – makes the characters relatable Audience participation
  • 5. World Society for the Protection of Animals What is storytelling? Brain needs stories to make sense of everything that happens to us – Dr Gazzaniga
  • 6. World Society for the Protection of Animals Marshall Ganz: Initial challenge is how to break through the inertia of habit to get people to pay attention. This happens through anger or need. STORY OF SELF STORY OF US STORY OF NOW How can we turn this into action??
  • 7. World Society for the Protection of Animals TEA TEST Touch Enthuse Act
  • 8. World Society for the Protection of Animals Keep it simple Tell the whole story Make it personal Make em laugh, make em cry
  • 9. World Society for the Protection of Animals How we’ve done it: Fun
  • 10. World Society for the Protection of Animals How we’ve done it: Being inspirational + Telling a continuous story
  • 11. World Society for the Protection of Animals How we’ve done it: Getting people involved
  • 12. World Society for the Protection of Animals How we’ve done it: Saying thanks
  • 13. World Society for the Protection of Animals Rafi Cooper – Communications Manager, WSPA Australia