TaWanna Y. Berry, M.A.Westat | Health Communicationstawannaberry@westat.com or on Twitter @tawannaberry

Sally Heldrich. M.Ed.Westat | Graphicssallyheldrich@westat.com

www.westat.com

As health communicators we are

presented with facts, statistics

and figures—it is the basis of

the information we communicate. This

information is the foundation of many

of our program’s messages, but they are

all mind and no heart. Statistics, figures

and facts lack a compelling nature

to engage and draw people into our

programs. This is why so many agencies

are focused on identifying SUCCESS

STORIES to show the value of their

programs, highlight achievements, and

deliver compelling program messages

to various target audiences.

To make those stories appealing and

still balance the facts and figures, you

have to find the “STICKY FACTOR”—

the components that give your message

a certain personality which causes the

ideas to remain active in the audience’s

minds and compels them to spring into

action based on your message.

But how do you make success stories STICK?Creating messages consumers, potential partners, and program stakeholders feel connected to, we have to tap into our role as storytellers. By using storytelling models such Heath & Heath’s S.U.C.C.E.S.S model1 and Denning’s “Springboard Story,”2 health communicators can create success stories that combine information while entertaining audiences.

The overarching framework that Westat Health Communications uses to tell inspiring stories that STICK is as follows:

Case Study:The Community Guide in ActionWestat Health Communications and the Community Preventive Services Task Force worked together to collect and develop a series of success stories that highlighted how decision-makers, program planners, employers, and leaders across the country use The Guide to Community Preventive Services (The Community Guide) to make people safer and healthier. The goal was to

inspire greater use of The Community Guide by showing how it has been used in various settings and to address a variety of public health issues.

The team collaborated with key partners and stakeholders, such as the Public Health Foundation, National Association of Local Boards of Health, and the Association of State and Territorial Health Organizations, to identify credible and compelling stories of successful public health interventions that started with the use of The Community Guide. Multiple interviews were conducted to uncover the arc of each story and other details that would resonate with the target audiences. Fifteen print stories, three videos and two podcasts were created as part of the series and bring The Community Guide to life for its multiple stakeholders.

The Community Guide in Action success stories series is available online at http://thecommunityguide.org.

SUCCESS IN STORYTELLING: HOW TO FIND THE “STICKY FACTOR” IN YOUR SUCCESS STORIES

1Chip Heath and Dan Heath, Made to Stick: Why Some Ideas Stick & Others Die, (New York, NY: Random House; 2007).

2Steve Denning, The Leader’s Guide to Story Telling: Mastering the Art & Description of the Business Narrative, (San Francisco, CA: Jossey-Bass; 2011).

Keep it SIMPLE.Cut the story down to its essential elements. Audiences get distracted when too many messages are introduced at one time. Identify the one central theme and weave it throughout the story to drive home the message. Make sure to state your message and theme in terms that everyone can understand.

Use a creative brief document to organize the elements of your story, and don’t be afraid to cut information for clarity.

Be TRUTHFUL. The story must be factual and believable. The audience should be able to identify with the central characters of the story. Explain the obstacles the characters faced and how they approached and/or overcame them. Also, add details about the time and place of the story.

Detailing the crisis and the climax —the most compelling components of any story arc —endorses a story’s authenticity.

Appeal to the IMAGINATION.Let your story unfold and add to your audiences’ curiosity. Allow the audience time and space to imagine elements of the story. This lets them wonder, so they’ll want to hear more.

You can appeal to the imagination by asking questions within your story. This gets the audience thinking and considering different elements of the story.

Use CREDIBILE storytellers.Storytellers are a key factor of your story and add credibility. Select storytellers that are similar to your target audience and have the authority to tell the story.

Also, the forum where your story is told can also add credibility. For example, if your story appears on a well-respected health organization’s website or blog, your target audience may consider the story credible because it’s supported by an organization they trust. Share success stories with key partners and encourage them to promote it.

When interviewing your storyteller allow them to freely discuss their experiences. You’ll often identify little details that add to the truthfulness and credibility of the story.

Leave audience with KEY TAKEAWAYS.End your story with key learnings. Highlight positive outcomes and what this meant for the storyteller and their community. This is the last chance to drive home your key messages and call to action.

The ending of your story should be one that members of the audience can visualize as a successful ending for themselves.