webinar - authentic storytelling with greenpeace: a 10 step process 09-14-2017

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Authentic Storytelling with Greenpeace: A 10 Step Process With Tsering Lama, Greenpeace September 14, 2017

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Page 1: Webinar - Authentic Storytelling with Greenpeace: A 10 Step Process 09-14-2017

Authentic Storytelling with Greenpeace:

A 10 Step Process

With Tsering Lama, Greenpeace

September 14, 2017

Page 2: Webinar - Authentic Storytelling with Greenpeace: A 10 Step Process 09-14-2017

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Page 3: Webinar - Authentic Storytelling with Greenpeace: A 10 Step Process 09-14-2017

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The Need Is Global – And So Are We

TechSoup’s mission is to build a dynamic bridge that enables civil society organizations and social

change agents around the world to gain effective access to the resources they need to design and

implement solutions for a more equitable planet.

Countries Served TechSoup Partner Location NetSquared Local Group

Where are you on the map?

Page 4: Webinar - Authentic Storytelling with Greenpeace: A 10 Step Process 09-14-2017

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Presenters

Tsering Lama

Storytelling Advisor at

Greenpeace International

Host: Susan Hope Bard, Training and Education Manager

Assisting with chat: Molly Bacon, TechSoup

Lewis Haidt

Senior Manager, Social

Media and Online Community

Page 5: Webinar - Authentic Storytelling with Greenpeace: A 10 Step Process 09-14-2017

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Page 6: Webinar - Authentic Storytelling with Greenpeace: A 10 Step Process 09-14-2017

Ground-Up

Storytelling A 10-Step Process

Tsering Lama, Story Team

Page 7: Webinar - Authentic Storytelling with Greenpeace: A 10 Step Process 09-14-2017

POLL QUESTION: What do we mean by “storytelling”?

A) It’s about presentation

A) It’s about connecting with values

A) It’s marketing/branding

A)No idea!

Page 8: Webinar - Authentic Storytelling with Greenpeace: A 10 Step Process 09-14-2017

What do we mean by “storytelling”?

(a) Higher order: the foundational ideas/elements of our story

a. Meta or master-narratives b. Narratives & Counter-Narratives c. Visiond. Values e. Identityf. Frames & Metaphors

(b) The craft of storytelling: the

decisions we make about presentation

a. Messengers

b. Conflict

c. Characters

d. Medium

e. Structure/Plot

f. Language

g. Visuals

etc...

Page 9: Webinar - Authentic Storytelling with Greenpeace: A 10 Step Process 09-14-2017

Storytelling is not window-dressing

We often think of storytelling as just the presentation (b). As the “last step.” Changing the language here

and there.

But this is only the tip of the iceberg.

Our storytelling has to be grounded in something deeper.

Effective language or visuals begin with ideas -- reflecting our moral perspective, identity, values, vision,

and ways of working etc.

Page 10: Webinar - Authentic Storytelling with Greenpeace: A 10 Step Process 09-14-2017

We cannot talk about storytelling

without thinking about power.

Page 11: Webinar - Authentic Storytelling with Greenpeace: A 10 Step Process 09-14-2017

Storytelling = World-Building.

To become a storyteller is to

recognize, break apart, and critically

reshape the stories of our world.

Page 12: Webinar - Authentic Storytelling with Greenpeace: A 10 Step Process 09-14-2017

How we come to our stories is an ethical

matter.

The process is as important as the outcome.

Page 13: Webinar - Authentic Storytelling with Greenpeace: A 10 Step Process 09-14-2017

Ask: Who is at the table? Who isn’t?

Is the story going to be incomplete?

The process must be open, equitable,

and true to ourselves.

Page 14: Webinar - Authentic Storytelling with Greenpeace: A 10 Step Process 09-14-2017

Gather a diverse and representative collection

of people in the room.

● Impacted Community Members, Supporters,

Volunteers, Alums, External Guests

Stories are not the domain of specific people.

Stories are everyone’s domain.

Page 15: Webinar - Authentic Storytelling with Greenpeace: A 10 Step Process 09-14-2017

● The Problem: narratives we want to dismantle.

● The Solution: narratives we want to champion.

● The Vision: what the world will look like if we win.

● The Values/Frames: what is this project really about?

● The Delivery: how do we want to tell our stories.

● The Audience: who are we trying to reach.

● The Messenger: who is the right messenger to reach

our audience?

The Brief

Page 16: Webinar - Authentic Storytelling with Greenpeace: A 10 Step Process 09-14-2017

• Story landscape analysis

• Our Identity

• Our Vision

• Positive trends

• Protagonists

• Antagonists

• Frames & defining the conflict(s)

• Central Questions

• Our Persona(s)

• Create the Story Arc

Our ProcessTo begin to co-articulate

the key elements of the narrative:

Page 17: Webinar - Authentic Storytelling with Greenpeace: A 10 Step Process 09-14-2017

I. The Story Landscape:

Exercise to examine existing narratives.

Find stories from:

● Opponents

● Allies

● Other “neutral” powerful players

● Target audience

● Ourselves

Page 18: Webinar - Authentic Storytelling with Greenpeace: A 10 Step Process 09-14-2017

Content

What they say

● How do they present the

problem?

● Is a solution possible? If so,

what is the solution?

● What point of entry do they

give to the audience?

Delivery

How they tell their story

● Messengers

● Target audience

● Language

● Imagery

● Symbolism

● Values

● Emotional force

Page 19: Webinar - Authentic Storytelling with Greenpeace: A 10 Step Process 09-14-2017

II. Old & New Stories:

● Pull out the “old” or existing dominant narratives

from your analysis.

● Now collectively define the “new” or counter

narratives for each old story.

Page 20: Webinar - Authentic Storytelling with Greenpeace: A 10 Step Process 09-14-2017

OLD STORIES VS NEW STORIES

• Cities are socially fragmented

• Experts and politicians know how to solve this. We just wait

• Disaster is unavoidable. The planet is dying.

• Only technology can save us

• Nature is a commodity

• The solutions will fit in the system

• Cities = data

● Cities are a community. Cities are the epicentre of

systemic change. Empathy is the way forward.

● The people have the knowledge and power to change

their cities

● Change is possible. There are possible solutions if we

work together

● People can save people and the planet

● We are part of nature

● Cities = people. We are more than data

Page 21: Webinar - Authentic Storytelling with Greenpeace: A 10 Step Process 09-14-2017

II. Our Identity:

● Look at the delivery of the other stories in the landscape.

● Now collectively define how your organization’s way of

working is different.

Page 22: Webinar - Authentic Storytelling with Greenpeace: A 10 Step Process 09-14-2017

● Positive but confrontational

● Grassroots

● Humble and listening to the people (bottom up solutions)

● Active change makers, not a think tank

● Brave, willing to fail and learn

● Creative but practical and realistic

● Understanding the human scale, emotions and stories.

We are...

Page 23: Webinar - Authentic Storytelling with Greenpeace: A 10 Step Process 09-14-2017

What does “winning” look like for your organization? Do you have

a clear vision?

a) Yes, our organizational vision is concrete and inspiring.

b) Kind of, but it’s vague or underdeveloped.

c) No, our organizational vision is secondary to our day to day

work/problem-solving

d) Not sure!

POLL QUESTION: The Vision

Page 24: Webinar - Authentic Storytelling with Greenpeace: A 10 Step Process 09-14-2017

We often skip this…

We think about problems we want to solve.

We think facts are enough to convince people.

III. Our Vision:

Page 25: Webinar - Authentic Storytelling with Greenpeace: A 10 Step Process 09-14-2017

Visioning exercise: a day in the life after we “win”...

● What do we see?

● What do we hear?

● What do we smell?

● Who do we now know?

● Identify an individual/group/infrastructure impacted.

● How does it feel?

III. Our Vision:

Page 26: Webinar - Authentic Storytelling with Greenpeace: A 10 Step Process 09-14-2017

What’s going right in _______?

What are the positive trends pushing us towards our vision?

IV. Positive Trends:

Page 27: Webinar - Authentic Storytelling with Greenpeace: A 10 Step Process 09-14-2017

Who are the key actors pushing these positive trends?

What are their motivations/values?

● Mothers and fathers

● NGOs, movements and collectives

● Youth (students and young urbanists)

● Neighborhoods

V. Protagonists/Audiences*

Page 28: Webinar - Authentic Storytelling with Greenpeace: A 10 Step Process 09-14-2017

Who are the opposing actors?

What are their motivations/values?

● Corrupt or captured politicians and their allies

● Urban development corporations

VI. Antagonists

Page 29: Webinar - Authentic Storytelling with Greenpeace: A 10 Step Process 09-14-2017

● Frames are ways of looking at an issue, like a lens.

● Framing helps someone understand and interpret what ‘the conflict’ is about--

what is going on, what they should/can do about it, who’s involved, what

solutions are possible

● Frames already exist in our collective psyches, and have been promoted or not

by certain actors. They can often be triggered by a single word and they trigger

values.

VII. Frames

X is really an issue of...

Page 30: Webinar - Authentic Storytelling with Greenpeace: A 10 Step Process 09-14-2017

Frames of The Dakota Pipeline:

- An environmental issue

- A human rights issue

- An illegal act

- A religious issue

- An act of colonial aggression

- “Defend the sacred”

- “Water protectors”

- “We are water”

- “Honor treaty rights”

- “Protect public health”

- “Water is life”

- “Stand with Standing Rock”

Page 31: Webinar - Authentic Storytelling with Greenpeace: A 10 Step Process 09-14-2017

Climate Change as:

- An environmental

issue

- A security threat

- Violence

- An economic issue

- A moral issue

- A gendered issue

- A racial issue

- A technological issue

- An issue of economic

inequality

Page 32: Webinar - Authentic Storytelling with Greenpeace: A 10 Step Process 09-14-2017

To work, frames must:

● Connect with the values of the audience(s) & the storyteller

● Make sense in terms of existing frames

● Work emotionally (must have emotional power)

● Be introduced in a communication system (spread over the target

population, repeated over time, and have the right messengers).

VII. Frames: X is really an issue of...

Page 33: Webinar - Authentic Storytelling with Greenpeace: A 10 Step Process 09-14-2017

Stories can be complex, but the conflict at their heart should be simple.

A classic frame is a “Unity of Opposites”

● loneliness vs. human connection

● sick vs. healthy

● gray vs.colourful

● segregated vs. inclusive

● individualism vs. people power

VII Part Two: Define Your Conflict

Page 34: Webinar - Authentic Storytelling with Greenpeace: A 10 Step Process 09-14-2017

Stories are about what

comes next.

Page 35: Webinar - Authentic Storytelling with Greenpeace: A 10 Step Process 09-14-2017

Every story has a question: What is a central question in your

story?

What are some central questions in global dramas that are

unfolding right now?

i.e. Syria, climate change, Trump?

VIII. The Central Question:

Page 36: Webinar - Authentic Storytelling with Greenpeace: A 10 Step Process 09-14-2017

The “voice” of the story. It is who we “hear.”

Every story has a speaker, even when it’s hidden.

The question is...who is the right speaker or persona for your

story?

Your persona should be consciously created based on your

identity.

IX. Your Organization’s Persona(s)

Page 37: Webinar - Authentic Storytelling with Greenpeace: A 10 Step Process 09-14-2017

Pull out your cell phones/laptops:

● What is the most common persona that your organization uses?

● Why do you think we use it?

● What are its uses and limitations?

IX. Your Organization’s Persona(s)

Page 38: Webinar - Authentic Storytelling with Greenpeace: A 10 Step Process 09-14-2017

Now we sound...

● Young, well-educated, liberal

● Demanding, condescending

● Expert, rational, judgmental

● Negative, problem-focused

● Concerned, worried, threatened

IX. Your Organization’s Persona(s)

We’d like to sound...

● Curious

● Humble

● Enabling, supportive. emotional

● Optimistic, ‘We’re one of you’

● Humourous

Page 39: Webinar - Authentic Storytelling with Greenpeace: A 10 Step Process 09-14-2017

Our current persona is useful for:

● Dealing with politicians, corporations,

media, academics

● Inspiring activists

IX. Uses and limitations

The persona we want could be useful for:

● Working with allies

● Working with young people

● Inspiring new people

● Inviting learning

Page 40: Webinar - Authentic Storytelling with Greenpeace: A 10 Step Process 09-14-2017

X. Create the Story Arc

Plot out your story now as 3-act structure:

1. Set Up2. Plot Points → Confrontation3. Resolution

Page 41: Webinar - Authentic Storytelling with Greenpeace: A 10 Step Process 09-14-2017

X. Create the Story Arc

The Set Up:

● Write down the sequence of events from the past that led to

this moment of conflict.

● The key events that brought us to the present.

Page 42: Webinar - Authentic Storytelling with Greenpeace: A 10 Step Process 09-14-2017

X. Create the Story Arc

The Plot Points: Write down the concrete events that you think will

mark your campaign.

1) Plot point I: what is the entry point for your audience?

2) Plot point II: again, what is the entry point for your audience?

Confrontation: Write down what you think will be the climax of your

story.

Page 43: Webinar - Authentic Storytelling with Greenpeace: A 10 Step Process 09-14-2017

X. Create the Story Arc

Resolution: You don’t have one yet!*

But what is the dream ending? What is the vision

you’re selling?

Page 44: Webinar - Authentic Storytelling with Greenpeace: A 10 Step Process 09-14-2017

Final Steps

Identify the “must-haves” of the narrative:

What are the negotiables and non-negotiables of

each narrative element?

Page 45: Webinar - Authentic Storytelling with Greenpeace: A 10 Step Process 09-14-2017

Next Steps:

● Run this session

locally.

● Workshop your story.

● Research your

audience(s).

● Identify best messengers.

● Consider different

mediums of storytelling.

● Get feedback.

● Test! And return to your

story regularly.

Page 46: Webinar - Authentic Storytelling with Greenpeace: A 10 Step Process 09-14-2017

Resources

The Stories We Live By: http://storiesweliveby.org.uk/

George Lakoff, Don’t Think of an Elephant: https://www.amazon.com/Dont-Think-Elephant-

Debate-Progressives/dp/1931498717

The Art and Science of Framing an Issue:

https://www.lgbtmap.org/file/art-and-science-of-framing-an-issue.pdf

Narrative Stress Test:

http://centerformediajustice.org/resources/narrative-stress-test/

Narrative Initiative Report:

https://static1.squarespace.com/static/588917781e5b6c5189c11818/t/594120b1cd0f68519

2dbb10f/1497440450094/TowardNewGravity-June2017.pdf

Temporary home of Greenpeace Story Team www.moon.greenpeace.org

Page 47: Webinar - Authentic Storytelling with Greenpeace: A 10 Step Process 09-14-2017

Thank You!

Reach me via Twitter: @lippointer

Page 48: Webinar - Authentic Storytelling with Greenpeace: A 10 Step Process 09-14-2017

Questions

Page 49: Webinar - Authentic Storytelling with Greenpeace: A 10 Step Process 09-14-2017

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Storymakers 2017

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Page 51: Webinar - Authentic Storytelling with Greenpeace: A 10 Step Process 09-14-2017

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