Storytelling and The Art of Creating Soc

Was the pro-life narrative strategy a decisive factor in overturning Roe v. Wade? After countless videos of police brutality, why did the video of George Floyd’s murder dramatically accelerate the pace of cultural and policy change? After years of campaigns to reduce teen pregnancy, how was it that a TV show became one of the main drivers of reducing teen pregnancy to the lowest point in recorded history?  After losing 31 state referendums, why did a new narrative approach enable the gay marriage campaign to start winning nationwide?  These questions and storytelling examples are part of broader social impact campaigns which combined the right mix of strategy and narrative to create change.  A social impact campaign is one that creates a significant change that addresses a pressing social issue. Often, there is too little focus on the power of narrative to change behavior and drive action.  

This class will explore all aspects of social impact campaigns that harness the power of “effective” stories to engage audiences and prompt action.  Additionally, we will investigate how corporations and brands develop campaigns and how they partner with the government, foundations and NGOs.  Students will have the chance to question some of the leading creators/practitioners as they create their own social impact campaigns.