“Stories can change the world”
It’s such a simple statement, yet its profundity can be debated vfor hours.
As someone who has been working in the Social Sector for 3 years as a Communications Specialist and prior to that as a volunteer, this statement lands in my heart for stories have impacted me enough to change my course of life for good and betterment. I was an engineering student with a love for science and a knack for finding ways to solve problems in the laziest ways. What pulled me to the sector as a volunteer was a need to do better, and feel better. What pulled me to the sector as an employee was the artist in me who recognized the sheer fact that there are millions of individuals who believe that the world is a fair place!
My first instance of this was when I was volunteering for the organization called Make A Difference, India — I learned a bit about Children in need of care and protection [CNCP] and the impact of ACE [Adult childhood experiences] on the growth of a child/ youth. I did know about some of this information at a surface level, but when I learned the depth of it I wanted everyone around to know the same. I remember meeting up with a friend and talking to this individual about what I learned. His response, however, confused me and honestly, I found it rather arrogant. he said “Yea, the world is not a fair place. but what can you do? Someone has to be there for us to be here. Also, they have a choice you know? They can approach the police officers for help or just get a job. Honestly, I think most people just don’t want to work hard today.”
well, needless to say, that was the last long conversation I spared him. But this isn’t about him or my knowledge of CNCP.
So what is it?
The Social Sector in India has a wide range of improvements to be made in the field of Campaigns and communications. Stories have the potential to create awareness, engage communities, and drive positive change.
Drawing from my three years of managing the communications function at Make A Difference, I’d like to share some key insights
Content Writing: Breathing life into stories
Stories are given shape through words, and they have the potential to captivate, inform, and inspire
- While writing compelling stories or articles I always try to focus on having one or a combination of these elements: Simplicity, Start with a Relatability factor, Emotional connection, A curiosity factor
[ There are more elements like highlighting contrast, using 3 words instead of 3 sentences… You can choose how you’d like to play]
- Every type of story is an important type of story. Even if the moment lasted only for 30 seconds — it’s a story. Often, we write about transformational stories where our organization enables someone to achieve a milestone or create a positive change. I confess I’ve been guilty of this focus. But, we also need to start writing stories that will make one uncomfortable — Why? Otherwise, society will not recognize the depth of the problem you are trying to solve, the society will continue to take less action and expect only organizations and government to take action. Here are some types of stories or content to consider :
Transformation Stories: these stories chronicle personal journeys of growth, transitions, and successes, often resulting from an organization’s interventions. Use transformation stories to showcase the tangible outcomes of your organization’s work. Highlight individuals or communities who have undergone significant positive changes, emphasizing the role your organization played in their transformation.
Thought Leadership: These Articles can highlight the theory of your programs, policies, events, and journey of the organization. Some recommendations are : Organisation impact strategies, philosophies of the CEO or Co-founders etc.,
Problem Factor stories: These stories focus on the challenge at hand, requesting action, encouraging engagement, and building awareness. Clearly articulate the problem, provide statistics and real-world examples, and propose actionable steps that readers can take to contribute to the solution.
Short Stories: The stories can highlight moments of kindness, joy, and happiness, and celebrate small moments that are often overlooked. I’ll be honest this is always my favorite story to curate! These stories offer a heartwarming break from heavier content. Use them to humanize your organization and connect with your audience on a personal level.
One last bit in the curation of stories that I’d like to leave with is Involving communities themselves in the process of content curation. In many communication efforts, the process remains top-down, failing to genuinely engage those directly affected by social issues. To break this pattern, it’s imperative to involve communities in shaping their narratives and providing them with a platform to share their experiences. I’ll write more on this in my next article. But until then, write to me about your experience in the field!
In summary, stories are instrumental in the narrative an organization would like to deliver, they have the potential to be instruments of change. One must realise that branding and communications and vital for the growth of an organisation: internally with their team and externally with the community of supporters.
