How can you develop a narrative arc that drives social impact?

Many times, it is difficult to map clear goals under the social sector. A simple trick is to map social impact projects to the UN SDGs goal to be accountable and hold track of the impact being made. This makes the narrative process a lot easier.

Generally, a story that travels far and is retold by listeners voluntarily, live longer. If the story hold relevance to the audience the narrative arc will naturally take shape leading each individual to the central point: 'Moral of the story as they say.' In my experience case studies are the best examples of how impact itself leads the narrative arc. More often, the social impact itself measures the effectivivty of the beginning and the end.

To develop a narrative arc that drives social impact, embrace innovative storytelling approaches: Personalization and immersion, through augmented reality, gamification, and data-driven narratives, can make the narrative experience more engaging and memorable. Collaboration with diverse creators and using transmedia storytelling can expand the reach and depth of your narrative. Emphasize sustainability, ethical storytelling, and success stories to inspire long-term engagement, respect for individuals' dignity, and hope for positive change. A global, transcultural perspective can make your narrative relevant to diverse audiences, fostering broader social impact.

A narrative for social change is less a story told and more a movement sparked. It's the pulse of community life transformed into a call to action. Authenticity is key; the narrative should mirror the shared experiences and empower, not dictate. It's about forging a bond, a shared resolve, and igniting sustained action for real change. What is the true measure of impact? Not the applause when the tale is told, but the myriad footsteps marching towards a better tomorrow.

As we say on a day by day basis of the business, if you are planning to touch someones heart, you need to have facts to also touch their mind. Think about the emotions and actions you want your audience to have after they've heard your story. Do you want them to feel more connected, maybe a bit fired up, or filled with hope and a sense of purpose? It's important to be clear about the feelings you want to stir in them. And it's not just about emotions. What do you want people to actually do after hearing your story? Do you hope they'll sign a petition, lend a hand by volunteering, offer some support through donations, or perhaps make changes in their own lives? These are the actions you're hoping to inspire.

Choosing a protagonist who is thematically right for the audience gets easier when we try to answer a few questions such as: 1) how is the protagonist linked to the conflict (problem statement) 2) how is the protagonist’s journey unique to the conflict 3) what are the values behaviours of the protagonist 4) what are the typical mistakes the protagonist makes Having a clear illustration of the characteristics of the protagonist will easily navigate the storyline.

A great resource to learn some universal narrative arcs and plot structures for constructing stories is the book "The Seven Basic Plots: Why We Tell Stories". It outlines some narrative arcs such as 'Overcoming the Monster,' 'Rags to Riches or Riches to Rags,' 'The Quest,' 'Voyage and Return,' among others.

You can shake up the audience's thought process by placing your story in a reality different from today. For instance, a story set in a world where gender roles are completely reversed can prompt viewers to question their perceptions of gender.

In many cases, the audience can be left feeling overwhelmed and helpless by emotional storytelling that is too focused on the challenges or the global nature of the problem. Exposing people to too many big problems leaves them with no choice but to emotionally disconnect and compartmentalise and eventually disengage. I encourage you to experiment with dialling the crisis communication down a notch, and instead try connecting with your audience with more inspiring language that lets them tap into the feeling that every small action CAN make a difference.

In my experience it’s about being genuine and leveraging stories to draw interest. Focus on the why and not the what or who. People care about your motivations so be clear about your why and how that fits in.

I’ve learned that to craft a successful social impact story, you need to set the problems but clarify that it’s possible to surmount. If the challenge is too hard to overcome, people will get alienated. To do that, have in mind micro changes that are taking place and relate them to your audience. If the problem was solved in some part of the world, how to scale it? Or, if we haven’t had this problem, how was life before? Spark the power of imagination. Sometimes it’s hard. Do you remember the days of no fast fashion around? It’s only 3 decades since we started a new and aggressive relationship with garments. Remembering people that a different reality is possible inspires them.

People make decisions based on emotion, then use logic to justify that decision. Ask folks you want to talk to what’s the hardest part of their job. Then craft a story based on the language you hear and the emotions they tell you that takes them on the Hero(one)’s Journey

Making a Difference as Individuals Creating social impact starts with each of us as individuals. We have the power to inspire change through our everyday actions. Some simple yet impactful ways to contribute include volunteering our time and skills, supporting local businesses, practicing sustainable habits, and advocating for positive change. By being aware of the issues that affect our community and taking action, we can set an example that motivates others to join us in our efforts.

It all depends on what the social change and message you want to impact. It is all well and good creating narratives, but does that relate to the issue. Or can the author manipulate a situation of an arc to create social change which is more harmful then helpful? A good place to look at such narratives for social impact are fairy tales and fables. Each culture has their own to portray messages that impact social change and behaviour. It depends on genre of the story as well. Fantasy is a great genre to convey social impact for change as you can make anything up. Another example are the writers. Such as Jane Austin and the Bronte sisters. Women writing in a society where published works were for men only. That made change itself.

In this new world of A/B Testing, AI tech, and dynamic storytelling, stories will need to evolve in time (real time), and as reactions (good/neutral/bad) comes from you direct and adjacent audiences, this two way road where having you are able to send messages and constantly receive feedback, is a learning opportunnity to gather all this interactions, analyse it and use it to allow your narrative to evolve, learn, and keep it current in order to engage those who you are targeting. Is like having a whole village around a fire pit hearing legends and stories, but everytime that the elderlies told the story they are able to transform it, keep it more interesting, but without loosing the essence

While what you want is a clear narrative arc that is engaging and enticing, straightforward to produce and easy to grasp for the audience, it can pay to cast your net a little wider. Back in the day, "transmedia" was all the rage for a few years. The term abated, while the practice lived on. I firmly believe applying transmedia storytelling principles to projects at an early stage can pay dividends far along the course of the project's life cycle. So - take a moment to consider things like - what is the story world your narrative grows in - what other stories grow there, what protagonists, what antagonists, and can they support your narrative (or can it be beneficial for you to support them)

When aiming to magnify your impact and authenticity, it’s valuable to hand over the reins to those who are directly delivering or benefiting from your social impact activities. Don’t assume you already know the story, when you do you’re limiting the voices and experiences that get heard. I’m biased of course but if you integrate timebanking systems into your communications and CSR strategies you can not only magnify the authenticity of the stories you tell but also create a sense of community ownership and active participation, leading to a more significant social impact. There may well be adept story tellers among your teams and audiences just waiting for an opportunity - making your narratives more compelling and impactful.

In shaping a narrative that drives social change, it's essential to remember that every social movement began as a single voice. It's about finding resonance in personal stories that echo a collective experience. Diversity in these stories matters; they should reflect the multifaceted nature of our communities. It's not just about the macro-level issues but also the micro-moments of triumph and struggle. The narrative must be inclusive, giving a platform to voices often unheard. It's these nuanced, personal elements that allow a story to weave into the fabric of societal consciousness, ensuring the drive for change is not just heard but deeply felt and irrevocably acted upon.