The document discusses a session on storytelling for a 30th anniversary communications campaign. It includes an agenda for the session that focuses on building audiences, capturing compelling stories, photography and videography, branding, infographics, and examples. The goal is to communicate the depth of the Palestinian experience through digital storytelling and engage global audiences in rebuilding Palestine.

1. 30th Anniversary -
Communications
storytelling for the web
Ramallah - Feb 12 - 2013
Session #3
by @rchakaki
Monday, February 25, 13

2. Campaign Messaging WA 30th CTA
• 30 years strong
• Spent the past 30 years building - we’re spending this year communicating
• We have stories of a rich culture and a people who survived and thrived against all odds
• We shoulder the responsibility to convey the depth of the Palestinian Human Experience
• We want to give a global voice to the thousands of people who’ve touched our lives
• We want to shine a spotlight on our partners in the field who do the difficult work
diligently and in silence
• We want to connect Palestinians and lovers of Palestine in Japan, Australia, Brazil and
Norway with those in our land through their beautiful tales.
• We want to engage a global audience in rebuilding Palestine through our programs
Monday, February 25, 13

3. building a storytelling platform and collaborating to
fill it with success stories.
Monday, February 25, 13

4. Session format
• interactive - dialogue
• open & transparent
• productive - notes & outcome
• provide constructive criticism
to improve the process
• Think digital
Monday, February 25, 13

5. will’s and won’t’s
• will
• focus on 30th anniversary
• introduce social media communication tools
• tweak processes to facilitate communication
• highlight areas of improvement to be adopted
longterm
• measure outcome
• will not
• build or change the WF communication strategy
• change the WF brand
• stop current workflow
Monday, February 25, 13

6. Agenda
1.The process of building
audiences
2.Storytelling for a web audience &
capturing stories - How to..
3.Photography & Videography for
the web - creating compelling
content
4.How do we shoot and capture
the Brand identity
5.Infographics - what, why and
how.. plus examples relevant to
the theme
6.Working session
Monday, February 25, 13

7. your message -
content basics
• personality!
• visual
• authenticity - in your writing
• relevance - to your audience
• consistency - in delivery
• collaborative - mentions
• simplicity - in layout
Monday, February 25, 13

8. Story Components
• Hero
• Emotional Narrative
• Words
• Photos
• Facts & Figures
• Dan Hill _ Cameo Sensor =
http://www.youtube.com/
watch?v=lSSCZye8ZHY
Monday, February 25, 13

9. 6 fundamental emotions &
(over, under) stimulation.
• Emotion meter:
• happiness (joy, satisfaction)
• surprise (amazement, curiosity)
• anger (rage, annoyance)
• disgust (loathing, boarded)
• sadness (grief, pensive)
• fear (terror, worry)
Monday, February 25, 13

10. Exercise
• use the emotion meter to measure
effectiveness of 6 campaigns.
• look at the emotion meter and try to
understand which emotions are
being used..
• and how they use it..
• which images are mobilized,
sounds, words
• how is the brand captured?
• how are facts and figures captured?
Monday, February 25, 13

11. Videos to critique
• Fiona - http://www.youtube.com/watch?v=YJkZXh9v_i4
• The Lazarus Effect - https://www.youtube.com/watch?v=W82SoRp9Au4
• Coffin makers -
• Rachel - Charity world USA - http://www.youtube.com/watch?v=nC_vXAF-pBM
• Birthdays that change the world - charity water - http://www.youtube.com/watch?
v=kcEOdrszsCE
• Mirrors - http://www.youtube.com/watch?v=2UJizKL0h8U
• Voices - RSPCA - http://www.youtube.com/watch?v=dsnOxmp7zbM
Monday, February 25, 13

12. come up with your stories
Monday, February 25, 13

13. how do I achieve my objective?
• if my objective is to flood communication channels with powerful stories
about success in palestine.. mostly ours but hopefully a much larger scope..
how do I do that?
Your input?
Monday, February 25, 13

14. ideathon
• a storytelling toolkit on the platform
• storytelling board in the office
• storytelling gatherings in lieu of meetings - selection process
• use our events to tell stories (every speaker tells a story.. we give them the format)
• An afternoon with Munib - Palestine
• Generations + - the Qattans @ Altcity (Youth)
• Coffee with Nabil Kaddoumi - UAE
• meet kamal - our interns, our future leaders..
• use print to tell stories
• use advertising to tell stories..
• An advocacy network - tree structure
• List Public activities on SM inviting storytellers
Monday, February 25, 13

15. Agenda Review
1.The process of building audiences
2.Storytelling for a web audience &
capturing stories - How to..
3.Photography & Videography for the
web - creating compelling content
4.How do we shoot and capture the
Brand identity
5.Infographics - what, why and how..
plus examples relevant to the theme
6.Examples
Monday, February 25, 13