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Social Change Storytelling Workshop at Parsons Design Studies Symposium

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Slides from my Social Change Storytelling workshop at the Design Studies Symposium at Parsons The New School for Design, March 2014

http://adht.parsons.edu/designstudies/2014/03/07/

Published in: Design

Social Change Storytelling Workshop at Parsons Design Studies Symposium

  1. 1. Social Change Storytelling @leesean ! Lee-Sean Huang - ls@foossa.com
  2. 2. 2 Introductions Lee-Sean @leesean Lee Sean
  3. 3. My Story Your Stories Our Story @leesean
  4. 4. Warm Up: 30 Secs Introduce yourself with a story What brings you here today? @leesean
  5. 5. Why Stories? @leesean
  6. 6. ! are the building blocks of culture { @leesean stories help us make sense of the world ! help us define our identity ! help us connect with each other http://www.psychologytoday.com/collections/201106/the-power-stories/direct-hit
  7. 7. Dr. Kirsti A. Dyer http://www.journeyofhearts.org/kirstimd/tellstory.htm “Storytelling is a part of life, intrinsic to most cultures. They help people make sense of the world--life's experiences, dilemmas and hardships. ! Stories can educate, inspire and build rapport. They are a means of communicating, recreating, and helping preserve cultures by translating memories into a more concrete manner that can be handed down verbally or in written form. ! Telling the story can provide the opportunity to gain a deeper understanding of one's experiences and oneself. “
  8. 8. Clay Shirky “Stories organize our sense of reality. ! Stories are how we process facts. ! Stories are like food we consume that helps us turn into who we are.” http://www.youtube.com/watch?v=IyeihMTB2mE"feature=share"t=19m35s
  9. 9. Narrative Strategy @leesean
  10. 10. 10 The Path of Social Change @leesean B A
  11. 11. 11 The Path of Social Change: Stories Connect the Dots Current State Desired @leesean B State A
  12. 12. 12 Elements of (Narrative) Strategy @leesean * Purpose * Plan * Sequence of Actions * Measurable Goal
  13. 13. 13 Elements of (Narrative) Strategy @leesean Narrative * Purpose * Plan * Sequence of Actions * Measurable Goal
  14. 14. 14 @leesean
  15. 15. 15 @leesean
  16. 16. 16 * Purpose * Plan * Sequence of Actions * Measurable Goal * Narrative @leesean
  17. 17. 17 @leesean
  18. 18. 18 Developing a Narrative Strategy @leesean 1. Current State: Where are you now? 2. Desired State: Where do you want to be? 3. Document and Share. Visualize. 4. Prioritize. 5. Simplify. 6. Test. Recalibrate. Repeat.
  19. 19. Narrative Structure @leesean
  20. 20. Framework for Social Change Storytelling Narrative ! Stories about the problem and how we work together for change 20 Identity ! Who am I? Who are we? Protocols ! What do we believe in? How will we do it? Artifacts ! What objects and experiences invite participation?
  21. 21. Framework for Social Change Storytelling Narrative ! Stories about the problem and how we work together for change 21 Identity ! Who am I? Who are we? Protocols ! What do we believe in? How will we do it? Artifacts ! What objects and experiences invite participation?
  22. 22. Identity: Personify 22
  23. 23. Identity: Us and Them 23
  24. 24. Identity: Spirit Animals 24 Discover Advise Build
  25. 25. 25
  26. 26. movement entrepreneur are: 26 Hybrid Identity: Movement Entrepreneur community organizers transmedia storytellers brand/business strategists user experience designers product managers hackers and innovators generalists 21st century renaissance (wo)men ambitious mission driven interdisciplinary collaborators strategic systems thinkers principled pragmatists resourceful risk-takers results oriented rogues and rabble rousers Geek analytical Organizer inspirational Rockstar creative Rogue disruptive
  27. 27. Movement Entrepreneurs are: 27 community organizers transmedia storytellers brand/business strategists user experience designers product managers hackers and innovators generalists 21st century renaissance (wo)men ambitious mission driven interdisciplinary collaborators strategic systems thinkers principled pragmatists resourceful risk-takers results oriented rogues and rabble rousers
  28. 28. 28 Movement a community of action united by a common commitment to driving change and creating shared value What?
  29. 29. Who? 29 Entrepreneur “one who organizes and operates a venture, while taking on the associated risks and rewards of such a venture”
  30. 30. On Entrepreneurship 30 “An entrepreneur always searches for change, responds to it, and exploits it as an opportunity.” Peter Drucker
  31. 31. 3 Kinds of Entrepreneurship 31 Political Social organize supporters and pressure decision-makers 21st Century Movement tech savvy trans-disciplinary adaptive Cultural create new tools and technologies motivate changes in behavior and identity
  32. 32. Political 32 organize supporters and pressure decision-makers
  33. 33. Social 33 create new tools and technologies
  34. 34. Cultural 34 motivate changes in behavior and identity
  35. 35. 3 Kinds of Entrepreneurship 35 Political Social organize supporters 21st Century Movement trans-disciplinary tech savvy adaptive Cultural and pressure decision-makers create new tools and technologies motivate changes in behavior and identity
  36. 36. Engage multiple aspects of our identities... 36 Political Social as citizens we can agitate, organize, & vote as cultural agents Cultural we tell stories, create and curate change-making content as corporate stakeholders we innovate, engage in collective bargaining, shareholder activism, & intrapreneurship as consumers our buying behavior shapes the nature of the economy Identity
  37. 37. ...to make change on multiple levels 37 CHANGE MODELS Political Social as citizens we can agitate, organize, & vote as cultural agents Cultural we tell stories, create and curate change-making content as corporate stakeholders we innovate, engage in collective bargaining, shareholder activism, & intrapreneurship as consumers our buying behavior shapes the nature of the economy Identity CHANGE RULES CHANGE BEHAVIOR CHANGE PERCEPTION
  38. 38. Tools and Tactics 38 CHANGE RULES legislation campaigning regulation petition to government ballot initiative target individual politicians participate in political party CHANGE PERCEPTION protest march news feature talk radio documentary film music/art research report viral video hashtag social media meme CHANGE BEHAVIOR consumer activism collective bargaining boycott/buycott information campaign public education nudges/incentives CHANGE MODELS new products/platforms new financing schemes corporate social responsibility social enterprise
  39. 39. Framework for Social Change Storytelling Narrative ! Stories about the problem and how we work together for change 39 Identity ! Who am I? Who are we? Protocols ! What do we believe in? How will we do it? Artifacts ! What objects and experiences invite participation?
  40. 40. Protocols 40
  41. 41. Sugru Manifesto: Protocol + Artifact + Interface 41 https://sugru.com/
  42. 42. Framework for Social Change Storytelling Narrative ! Stories about the problem and how we work together for change 42 Identity ! Who am I? Who are we? Protocols ! What do we believe in? How will we do it? Artifacts ! What objects and experiences invite participation?
  43. 43. Artifacts: Objects, Gestures, Interfaces, etc. 43
  44. 44. The Blue Lace Project 44 https://sugru.com/
  45. 45. The Blue Lace Project 45 http://www.kickstarter.com/projects/ jakehimself/the-bluelace-project-a-revolution- built-one-foot-a ! http://articles.latimes.com/2013/nov/19/ news/la-ar-blue-lace-project-20131119
  46. 46. Hashtag Activism 46 Feminist Hashtags! ! http://nymag.com/thecut/2013/12/can-feminist-hashtags- dismantle-the-state.html! ! http://www.hashtagfeminism.com/! ! #GivingTuesday! ! http://givingtuesday.org/case-studies.html! ! http://www.charitynavigator.org/index.cfm? bay=content.view&cpid=1651#.UtgOr2SwJg0! ! http://www.bethkanter.org/givingtuesday-dec3/!
  47. 47. Examples: Putting it all together Narrative ! Stories about the problem and how we work together for change 47 Identity ! Who am I? Who are we? Protocols ! What do we believe in? How will we do it? Artifacts ! What objects and experiences invite participation?
  48. 48. Example 1 LIVESTRONG @leesean
  49. 49. Cultural 49
  50. 50. 50
  51. 51. Example 2 All Out @leesean
  52. 52. Stories: From “Coming Out” to All Out 53
  53. 53. Table of Contents
  54. 54. Table of Contents
  55. 55. Nigeria
  56. 56. Sweden
  57. 57. Russia
  58. 58. Brazil
  59. 59. Example 3 Meu Rio @leesean
  60. 60. 62 @leesean Meu Rio is redesigning the user interface for civic participation in Rio de Janeiro. ! We are a non-partisan democratic youth movement. We create online tools to connect citizens and ensure that they have a voice in the decisions that are transforming the city.
  61. 61. 63 @leesean
  62. 62. 64 @leesean
  63. 63. 66 @leesean
  64. 64. 67 @leesean Our Values We believe that increased participation by youth and members of the emerging middle class in the political process will help bring about greater accountability and transparency. ! We are non-partisan and independent. We don’t accept money from government or political parties. ! We believe that the internet can serve as a school for a more robust democracy. ! We are committed to open source sharing. We value remix and reuse.
  65. 65. 68 @leesean Evaluating Campaign Themes ▢ RIPE ! SALIENT Is the issue in the news/being talked about? Is it something that has strong public support and a groundswell of concern among our target audience? ! ▢ ACTIONABLE Can Meu Rio or its members “do” something about the issue? Is there a concrete and plausible political, social, or cultural action that can be taken to affect change? ! ▢ POLITICAL/CULTURAL IMPACT Meu Rio’s goal is to build a more participatory and open political culture in Rio. While not every campaign needs to directly influence the political process, each campaign should have some short, medium, or long term political objective or impact on behavioral/cultural change among the citizens of Rio. ! ▢ COMPARATIVE ADVANTAGE Is this an issue or campaign where Meu Rio can take a leadership role while working with other partner organizations working in the same space? Does Meu Rio have a comparative advantage because of our member base, brand equity, and/or innovative use of technology? ! ▢ EARNED MEDIA/LIST GROWTH Will running the campaign generate free earned media and/or promote Meu Rio membership growth?
  66. 66. 69 @leesean Evaluating Tools ! Tactics ▢ CONNECTIVE Does it relate to existing user behaviors and social dynamics? Does it bring the community tighter together or connect people closer with their decision makers? ! ▢ PARTICIPATORY Is it open-ended enough to invite participation but guided and usable enough to actually use? ! ▢ USER SERVICE Does it have a clear theory of change? Does the experience inspire, delight, or motivate users? ! ▢ SCALABLE Does it “work” (both technologically and compelling for users) for 5 users as well as it does for 5 million)? ! ▢ REUSABLE Can it be reused/repurposed by Meu Rio for future campaigns and not just a one-off novelty? ! ▢ HACKABLE Is it open source/open API? Can it be reappropriated by users/hackers in new, exciting, unexpected ways or used by other cities/movements? ! ▢ AWESOME/INTANGIBLES Is it “magical”? Compelling in an intuitive/emotional way? Does it have that certain “je ne sais quoi”?
  67. 67. Example 4 The Rules @leesean
  68. 68. Peak Oil 71
  69. 69. Peak Pity 72 http://www.youtube.com/watch?v=XsxVy7vyyk0
  70. 70. Changing the story around poverty and inequality 73
  71. 71. 74
  72. 72. Advanced Techniques @leesean
  73. 73. Framework for Social Change Storytelling Narrative ! Stories about the problem and how we work together for change 76 Identity ! Who am I? Who are we? Protocols ! What do we believe in? How will we do it? Artifacts ! What objects and experiences invite participation?
  74. 74. Distill the Message Loglines & Movement Stories @leesean
  75. 75. Charlie Brown is finally invited to a Halloween party; Snoopy engages the Red Baron in a dogfight; and Linus waits patiently in the pumpkin patch for the Great Pumpkin.
  76. 76. Charlie Brown is finally invited to a Halloween party; Snoopy engages the Red Baron in a dogfight; and Linus waits patiently in the pumpkin patch for the Great Pumpkin. ! —Logline for It's the Great Pumpkin, Charlie Brown ! It's the Great Pumpkin, Charlie Brown
  77. 77. A 17th Century tale of adventure on the high seas where a roguish yet charming captain joins forces with a young blacksmith in a gallant attempt to rescue the Governor of England's daughter and reclaim his ship.
  78. 78. Pirates of the Caribbean
  79. 79. A young man and woman from different social classes fall in love, must outwit her abusive fiancé, and find a way to survive aboard an ill-fated voyage at sea.
  80. 80. Titanc
  81. 81. Narrative: Movement Loglines 84 Tea Party Freedom is under assault in our country. We will band together to restore freedom in America. Slow Food Started as a protest against McDonald’s in Rome, we are now a worldwide movement advocating for good, clean, fair food. Occupy From NYC and around the world, we are fighting back against the corrosive power of major banks and multinational corporations over the democratic process.
  82. 82. Exercise: 6 Word Stories “For Sale. Baby Shoes, Never Worn” https://twitter.com/sixwordstories @leesean
  83. 83. Craft “Moments” @leesean
  84. 84. Nesby Phips “Author of Moments” www.nesbyphips.com/
  85. 85. Story Shapes @leesean
  86. 86. 1 strong start 2 emotional climax 3 desired outcome
  87. 87. Ira Glass 2 Basic Building Blocks of a Story ! (1) The anecdote (2) The moment of reflection ! In a good story you need both -- you can flip back and forth between the two. The Anecdote and the Moment of Reflection are interwoven to make a story. ! ! http://www.presentationzen.com/presentationzen/2007/03/ira_glasstips_o.html
  88. 88. Ira Glass (1) The anecdote, a sequence of actions, a story in its purest form, one thing following from another (rather than just disjointed "facts"). ! "The Power of the anecdote is so great...No matter how boring the material is, if it is in story form...there is suspense in it, it feels like something's going to happen. The reason why is because literally it's a sequence of events...you can feel through its form [that it's] inherently like being on a train that has a destination...and that you're going to find something..." http://www.presentationzen.com/presentationzen/2007/03/ira_glasstips_o.html
  89. 89. Ira Glass (1a) Raise questions. ! Provide the "bait" (the hook) The anecdote should raise a question right from the beginning. Implied in any question that you raise, however, is that you are going to answer it. ! Constantly raise questions and answer them. The shape of the story is that you are throwing out questions and answering them along the way. ! http://www.presentationzen.com/presentationzen/2007/03/ira_glasstips_o.html
  90. 90. Ira Glass (2) The moment of reflection. ! What is the key point? What does this all mean? Why have I asked you to sit and listen for 30 min, etc. It is not just a series of facts/events. ! Many people get the first part, they tell an interesting sequence of events, but in the end it fails because it doesn't say anything new, it did not have meaning. And sometimes people have the reflection part and the question is clear in their mind, but they fail to put it in a sequence that compels people to follow and engage. ! ! h t t p : // w w w .p re s e n ta t io n z e n .c o m/presentationzen/2007/03/ira_glasstips_o.html
  91. 91. Exercise Share an Anecdote @leesean
  92. 92. Tropes and Themes @leesean
  93. 93. The Power of the 1st Person Perspective @leesean
  94. 94. Exercise Tell a 30-60 sec story Persuade us about an issue @leesean
  95. 95. Marshal Ganz Handout: Telling Your Public Story Worksheet Telling Your Public Story ! A good story public story is drawn from the series of choice points that have structured the “plot” of your life – the challenges you faced, choices you made, and outcomes you experienced. !
  96. 96. Marshal Ganz Telling Your Public Story ! Challenge: Why did you feel it was a challenge? What was so challenging about it? Why was it your challenge? ! Choice: Why did you make the choice you did? Where did you get the courage – or not? Where did you get the hope – or not? How did it feel? ! Outcome: How did the outcome feel? Why did it feel that way? What did it teach you? What do you want to teach us? How do you want us to feel? we process facts. !
  97. 97. Marshal Ganz Elements of a Public Story ! A story of self: why you were called to what you have been called to. ! A story of us: what your constituency, community, organization has been called to its shared purposes, goals, vision. ! A story of now: the challenge this community now faces, the choices it must make, and the hope to which “we” can aspire. !
  98. 98. 110 We are the 99% http://wearethe99percent.tumblr.com/
  99. 99. 111 We are the 15% http://wearethe15percent.com/post/52232149870/in-may-cheerios-posted-this-new-commercial-on
  100. 100. 112 http://emuscampaign.org/
  101. 101. 113 http://gayforsochi.com/
  102. 102. 114
  103. 103. It Gets Better 115 http://www.bluestatedigital.com/our-work/case-study/it-gets-better! ! http://www.prsa.org/Intelligence/PRJournal/Documents/20132Ward.pdf! ! http://www.dragonflyeffect.com/blog/why-it-gets-better-is-the-viral-video-campaign-of-the-decade/! ! http://www.adlibbing.org/2011/03/08/it-gets-better-a-youtube-success-story/#.Utb2f2RDt4A! ! https://tavaana.org/en/node/2091!
  104. 104. Empathy: from someone else’s perspective @leesean
  105. 105. In her shoes 117
  106. 106. In her shoes 118 http://www.youtube.com/watch?v=RBQ-IoHfimQ
  107. 107. Remix Re-appropriation @leesean
  108. 108. Six Packs Against Super PACs 120 http://www.pinterest.com/leesean/six-packs-against-super-pacs/! ! http://www.nationaljournal.com/blogs/influencealley/2012/08/how-to-use- ryan-gosling-s-abs-against-super-pacs-15!
  109. 109. Don’t Say Gay, Say Takei 121 http://www.youtube.com/watch?v=dRkIWB3HIEs! ! http://www.salon.com/2011/05/19/george_takei_gay_bill/!
  110. 110. Jump 122 http://leesean.net/jump-retweeted-by-clay-shirky/
  111. 111. Pride Propaganda 123
  112. 112. We are the World: The Universal Story @leesean
  113. 113. 125
  114. 114. 126 http://www.youtube.com/watch?v=_TBd-UCwVAY
  115. 115. 127 http://www.youtube.com/watch?v=6AeqOFo7MRw
  116. 116. Evolution Stories Shift Over Time @leesean
  117. 117. Evolution: Chicken or Egg? 129
  118. 118. Blackfish 130
  119. 119. Blackfish 131
  120. 120. Blackfish 132
  121. 121. THANK YOU! Do Good. Design Delight. ls@foossa.com

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