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Story Telling And Advocacy


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Explains the importance of story telling and narratives in advocacy campaigns.

Published in: Health & Medicine, Technology
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Story Telling And Advocacy

  1. 1. 'Telling a compelling story: The art of communicating for advocacy&quot; <ul><li>Tamsin Rose, Progress Works </li></ul><ul><li>February 2010 </li></ul>
  2. 2. Why are stories effective? <ul><li>They are vivid and real, they correspond to the way that people think. They can illustrate facts and statistics. </li></ul><ul><li>A story outlines an issue and potential solutions in a simple way that people can understand. </li></ul><ul><li>Stories involve a catalyst that helps make transformation possible, identifying the actions that the audience can take to ensure the positive outcome. Select the stories to match the background, experience, occupation, and age of the audience as well as the nature of the occasion. </li></ul>
  3. 3. What are the elements of storytelling? Stories need to be compelling, they show opportunities for change. You need to f ind a theme that resonates with your audience. Important elements include the settings, characters, sensory information, the situation and place. Think about the biography or back history of the situation. Note any conflict, drama, opposing forces, choices and actions, solutions. Highlight the interaction between characters, keep it concrete. Why is the story interesting and powerful? As human beings we are interested in other people, stories help us to identify with those affected and generates shared emotional responses.
  4. 4. Exercises to hone your skills <ul><li>Elevator pitch – 60 seconds of attention of a senior policymaker. What would you say? </li></ul><ul><li>Cocktail party – Start with a random subject and within 60 seconds bring the conversation round to your policy issue. </li></ul>
  5. 5. Choose your image carefully <ul><li>Layers of meaning – What do you see?Does everyone see the same thing? </li></ul><ul><li>Does this mean the same thing to all participants? </li></ul><ul><li>Does it make you feel hungry or nauseous? </li></ul>
  6. 6. Constructing a story <ul><li>Group exercise </li></ul><ul><li>What issue would you like to address? </li></ul><ul><li>What key messages do you have? </li></ul><ul><li>What story could you use to illustrate the message? </li></ul>
  7. 7. Integrating stories into speeches <ul><li>- Structure carefully with a beginning, middle and end </li></ul><ul><li>- Re-frame the issue to the way you want the audience to see it </li></ul><ul><li>- Headlines not in-depth information </li></ul><ul><li>- Fewer words, more pictures and visuals </li></ul><ul><li>- Avoid jargon, acronyms, use conversational language </li></ul><ul><li>- Adapt the style and messages to the audience </li></ul><ul><li>- Use facts in interesting ways </li></ul><ul><li>- Capture the attention early on, then keep it </li></ul><ul><li>- Use pauses, vary the tone, pitch and rhythm of voice </li></ul><ul><li>- Match your body language with the spoken tone + words </li></ul>