3.3 Cross-cultural story-based marketing - National … · 3.3 Cross-cultural story-based marketing...

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Workbook 3.3 Person Centred Practice Across Cultures Cross-cultural story-based marketing – 1 story @ a time July 2016 futures UPFRONT

Transcript of 3.3 Cross-cultural story-based marketing - National … · 3.3 Cross-cultural story-based marketing...

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Workbook3.3PersonCentredPracticeAcrossCultures

Cross-culturalstory-basedmarketing–1story@atimeJuly2016

futuresUPFRONT

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ThisworkbookhasbeendevelopedforNationalDisabilityServicesby:BarbelWinter,ManagingDirector,futuresUpfrontandMariaKatrivesis,ConsultantandTrainerFirstpublished(July2016)©futuresUpfrontFormoreinformationandforpermissiontoreproducepleasecontact:futuresUpfrontemail:[email protected]:www.futuresupfront.com.auProducedbyNDSNSWLevel18,1CastlereaghStSydney,NSW2000FundedbyNSWDepartmentofFamilyandCommunityServices.©ThispublicationiscopyrightAllrightsreserved.ExceptasprovidedintheCopyrightAct1968(Commonwealth),nouseofthiswork,whichiswithintheexclusiverightofthecopyrightowners,maybemade.ContactNDS0292563100ndsnsw@nds.org.auwww.nds.org.auAboutNationalDisabilityServicesNationalDisabilityServicesisthepeakbodyfornon-governmentdisabilityservices.Itspurposeistopromotequalityserviceprovisionandlifeopportunitiesforpeoplewithdisability.NDS’sAustralia-widemembershipincludesmorethan1000non-governmentorganisations,whichsupportpeoplewithallformsofdisability.NDSprovidesinformationandnetworkingopportunitiestoitsmembersandpolicyadvicetostate,territoryandfederalgovernments.

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Table of Contents

1. Preface 21.1 Howtousethisworkbook 21.2 Whatisthisworkbookabout 31.3 Outcomes 31.4 Whoisthisworkbookfor 31.5 Howlongwillittaketocomplete 3

2. TheWorkbook 42.1 Story-basedmarketing 42.2. Whatmakesagoodstory? 52.3 Tellingstoriescross-culturally 10

3. Conclusion 13

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1. Preface

ThisworkbookispartofaseriesofresourcesforthedisabilityservicessectordesignedbyfuturesUpfrontforNDSwithfundingprovidedbytheNSWDepartmentofFamilyandCommunityServices;Ageing,DisabilityandHomeCare.

Theworkbooksinthisseriesare:

1.IndividualPractices–workingwithpeoplefromCALDbackgroundswithdisability

1.1Empathy–apracticetoconnectacrosscultures

1.2Activelistening–unconditionalpositiveregardacrosscultures

1.3Choicemaking–cross-culturaldifferencesandwhatcanwelearnfromthem

1.4ReflectivePractice–whydifferentpointsofviewmatter

1.5Workingeffectivelywithinterpreters

2.OrganisationalPractices–buildingaculturallyresponsiveorganisation

2.1Terminologyanddata–aguidetounderstandingculturaldiversityanddisability

2.2Makingthebusinesscase–whydiversityisgoodforbusiness

2.3Aculturallyresponsivepersoncentredorganisation–keyelements

2.4Leadingtowardsculturalresponsiveness–apracticalguideformanagers,teamleadersandcoaches

2.5Buildingadiverseworkforce–practicalstrategies

2.6Valuingbilingualworkers–strategiestorecruit,trainandretain

3.CommunityEngagement–workingalongsidediversecommunities

3.11Community@atime–culturallyresponsivecommunityengagementprinciplesandelements

3.2MakingLinks–networkingwithCALDCommunities

3.3Cross-culturalstory-basedmarketing–1story@atime

Thisworkbookispartof‘CommunityEngagement–workingalongsidediversecommunities’.

1.1 Howtousethisworkbook?

Thisworkbookcanbeusedinmanydifferentways,including:

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´ Asaself-pacedlearningprogrambyanindividual

´ Asaself-pacedlearningprogramforagroup

´ Aspartofformaltrainingorganisedbyanorganisation

´ Aspartofcoachingandmentoring

Thisworkbookincludesexercisesandopportunitiesforreflections(whenworkingbyyourself)ordiscussions(whenworkingwithothers).

Thereisplentyofroominyourworkbooktotakenotesandmakecomments.

1.2 Whatisthisworkbookabout?

Thisworkbookbuildsontheideaofstory-basedmarketingasapowerfulpersoncentredtoolforcommunicatingmessagesandmarketingtoindividuals.Basedonthecommonelementsofstorytellingacrosscultures,itgivesyouaframeworkandsomeideastomakeyourmarketingmuchmorerelevantandattractivetoculturallydiverseaudiences.

1.3 Outcomes

Bytheendoftheworkbookyouwillbeableto:

´ Understandstorybasedmarketing

´ Identifysomecommonelementsofgoodstorytelling

´ Tellingstoriescross-culturally.

1.4 Whoisthisworkbookfor?

´ Peopleinanorganisationinterestedinmarketingtheirorganisationtoculturallydiversecommunities

´ Peopleinanorganisationchargedwithwritingmarketingandpromotionmaterials

´ Anyoneinanorganisationwantingtopromotetheirorganisationtopeoplefromdiversecommunities.

1.5 Howlongwillittaketocomplete?

Thisworkbookshouldtakeabout30-45minutestoworkthrough,longerifyouwatchallthevideos

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2. The Workbook

Themainpartofthisworkbookisdividedintothefollowingsections:

´ Story-basedmarketing

´ Whatmakesagoodstory?

´ Tellingstoriescross-culturally

2.1 Story-basedmarketing

Inthedisabilitysectorlikeallotherhumanservices,wehaveseenanincreaseinmarketingofservices,partlyinpreparationforindividualisedfundinginamorecompetitivemarketplaceopentothechoiceofcustomers.

Story-basedmarketingistheideathatanorganisationcanengagewithits(potential)customersthroughthepowerofstories.Truthfulstoriesofyourworknotonlyengendertrust,butalsopowerfullydemonstratethevalueofyourwork.Effectivestory-basedmarketingisnotsimplytellingpeoplewhatyoudoandhowyoudoit,butalsoshowingthem.

Inthenot-for-profit,for-purposesector,manyofthestoriesthataretoldareaboutpeoplewhobenefitfromourservices.

Video

Havealookatthisstory:http://www.benevolent.org.au/about/our--story

TheBenevolentSocietyistheoldestnot-for-profitinAustralia,theytellus:

Our story is Australia’s story.

“ImagineanAustraliawithoutfreelegalaid,wherechildlabourisstillwidespread,wherethereisnooldagepensionandnospecialistmaternitycare.You’vejustimaginedanAustraliawithoutTheBenevolentSociety.

Ourstoryisthestoryofthenurses,thesocialworkersandthecarerswhosupportedpeopleintimesofneed.It’sthestoryofthethousandsofpeoplewhodonatedtimeandmoneytohelpushelpothersandtheadvocateswhofoughtforsomanythingswetakeforgrantedtoday.

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Rightfromthestart,we’vebeenthereforanyonewhoneedsus,attheheartofchange”.1

ThestorybytheBenevolentSocietyisastorybasedonitshistory.ItpowerfullytellsthestoryoftheworkoftheBenevolentSociety.Theimagesofpeople(whoyouwillnoticedonothaveavoice)areusedheretopersonaliseandtolinktheworkoftheBenevolentSocietytothosewhohavebenefitedfromthework.

Video

ThinkaboutsomeoftheNDISvideosandstoriesyoumighthaveseen,forexample:http://www.ndis.gov.au/people-disability/videos-and-stories

AllofthesestoriesarefocusedontheindividualandaretoldtoillustratetheworkoftheNDIS.Andcertainlybecauseitisallabouttheindividualthisformatworks.

Aquickglanceoveradozenorsowebsiteswillshowthatmanydisabilityservicesorganisationsnowmarketthemselvesthroughstories.

Workbook Exercise

Havealookatsomedisabilityserviceswebsites.Whataresomeofthedifferentkindsofstoriesyoucanfind?Whydotheywork/don’tworkforyou?

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2.2. Whatmakesagoodstory?

Thefollowinginfographicisagreatdescriptionofwhatmakesagoodstory.

1BenevolentSociety;http://www.benevolent.org.au/about/our--story#sthash.jg3wzj0L.dpuf

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Lookingattheinfographiconthepreviouspage,herearesomeofthe

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Lookingattheaboveinfographic,somequestionsyoumightliketoaskyourselfwhenreading,listeningto,orwatchingastoryare:

´ Doyoutrustthestoryteller?

´ Istheredrama?

´ Canyouputyourselfintothestory?

´ Isitsimplebutstrong?

´ Didyouworkoutthemeaningyourself?

´ Didthestoryseemfamiliar?

How I overcame episodic disability challenges and returned to full time work

ByDanO’Reilly,27April2016

(Pleasenotethatallreferencestotheorganisationhavebeenremoved,butthenameoftheauthorremains)

“Eighteenmonthsago,whenIfirststartedusingxxxEmploymentService,Iwasn’treadytostartworkbecauseIhaveepilepsyandfracturedsixvertebraeduringtwoseizures.

ThestaffthatsupportedmeatxxxunderstoodthatIneededrehabilitationandassistancetore-entertheworkforce.Theyworkedasateamandhelpedmewiththingslikewritingacoverletter,buildingmyresumeandpracticingmyinterviewskills.

Finally,afteralotofpreparationandrehab,Iwasfinallyreadytohaveagoatreturningtowork.

Istartedapplyingforjobsandsoonafterthesearchbegan,xxxstafftoldmeaboutanewjobopportunitythathadcomeupwithinxxx.Ilookedatthepositiondescriptionandwentthroughtheapplicationprocessjustlikeanyothercandidate.

Aftergoingthroughtheinterviewstageandbeingshortlisted,IwasstokedtohearthatIwasselectedforthepositionofCustomerContactAdvisor.

InthisroleIgettochatwithxxx’scurrentandpotentiallyfuturecustomersaboutanyenquiriestheyhave.I’malsoabletohelpthemgetinformedabouttheNationalDisabilityInsuranceScheme(NDIS),chatabouttheirgoalsanddiscusswhattheyhopetoachievebyusingourservices.

I’velearntsomuchalreadyandamenjoyingmynewrole.MymanagerKatieisanexcellentteacherandIamlovingbeingbackatwork.IfeellikeI’mpartofsomethingnow,asopposedtobeingverymuchremovedfromsocietyforanexpandedperiodoftime.

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MyseizuresarenowwellmanagedandcontrolledwiththerightmedicationsoIdon’tseemyepilepsyasanissueaffectingmyjobinamajorway.

TheNDISisabigchangeandsomepeopleareunderstandablynervousaboutit.I’mlookingforwardtohopefullybeingabletomakethingsabiteasierforpeoplewhocontactusandseeinghowtheservicesxxxofferscanworkwithpeopleonachievingtheirgoals.”

Workbook Exercise

CanyouidentifythedifferentstorytellingelementsinDan’sstory?

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Anotherwayofunderstandingstoriesistolookatthebigstoriesofdifferentcultures.JosephCampbell,anAmericanscholarwhostudiedmythsandstoriesacrosscultures,didjustthat.Oneofhismostfamousbooks:TheHerowithaThousandFaces2describesthehero’sjourneyormonomythasacommonthemeusedbymanyculturestotellstories.

AMonomythbasicallygoeslikethis:an(ofteninitiallyreluctant)herogoesonanadventure,experiencescrisisandcomeshometransformed.

ThinkaboutBuddhameditatingundertheBodhitree.ThinktheIsraandMi’raj,thenightjourneyofMohammad.ThinkJesusinthedesertfor40days.ThinkHomer,GilgameshandHarryPotter.ThinkDorothyinthe

2Campbell,J.(1949)TheHerowithathousandfaces

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‘WizardofOz’,Simbainthe‘LionKing’,Katnissinthe“TheHungerGames’.AndofcourseLukeSkywalkerin‘StarWars’.Theyareallmonomyths.

Video

Foragreatexampleofusingmonomythstoadvertise,havealookatthisadvertisementbyapplehttps://www.youtube.com/watch?v=nmwXdGm89Tk

Think different

"Here'stothecrazyones.Themisfits.Therebels.Thetroublemakers.Theroundpegsinthesquareholes;theoneswhoseethingsdifferently.They'renotfondofrules,andtheyhavenorespectforthestatusquo.Youcanquotethem,disagreewiththem,glorifyandvilifythem.Abouttheonlythingyoucan'tdoisignorethe.Becausetheychangethings.Theypushthehumanraceforward.Andwhilesomemayseethemascrazy,weseegenius.Becausethepeoplewhoarecrazyenoughtothinktheycanchangetheworldaretheoneswhodo."3

Manyofthestoriesoflargecompaniesandtheirsuccessaretoldthroughthe‘journey’oftheirleaders:SteveJobsandApple,RichardBransonandVirgin,AnitaRoddickandtheBodyShop.

Workbook Exercise

ThinkingaboutDan’sstory“HowIovercameepisodicdisabilitychallengesandreturnedtofulltimework”above.WhatdoyouthinkarethecommonalitiesbetweenthestorywrittenbyDanandtheHero’sJourney/monomyths?Doyouthinkthesekindofstoriesworkandifso,why?

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3Appleadvertising:ThinkDifferent;https://www.youtube.com/watch?v=nmwXdGm89Tk

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2.2 Tellingstoriescross-culturally

Usingtheinfographicaboveandtheideaofthemonomyth,itmightnowbeeasyenoughtopulloutthekeyelementsthatmakeastoryworkcrossculturally:

Trustinthestoryteller:Whatisyourcredibilityindiversecommunitiesorevenwithaparticularcommunity?Doyouhaveanystanding?Whatdoesthecommunityknowaboutyourorganisation?Ifyouhavelittlestanding,buildingawarenessandtrustaboutyourorganisationmightbeoneofthereasonstostarttellingstoriescross-culturally.

Drama:Thinkingaboutthestructureofthemonomyth,theHero’sjourney.Whatelementsarethereinyourstorythatbuildontheideaoftheoftenreluctantresponsetoacalling,ajourneyoftransformationandaheroicreturn?Criticalhereisthatadramaticstoryneedstohavesomeupsanddowns,butpleasebeawareofwhatStellaYoungandothershavecalled‘inspirationporn’whenitcomestotellingstoriesaboutpeoplewithdisability.4

Relatability:Cantheaudiencerelatetothestoryyouaretelling?Canpeopleidentifywiththestory?Inthiscontext,itmightbeimportanttopointoutthatpeoplefromaparticularculturalgroupmightnotneedtoseethemselvesortheirspecificcommunityinthestoryinordertoidentifywithit.Butwhatpeoplemightneedtoseeisthatadiverserangepeopleareincluded.

Immersion:Ifpeoplecanputthemselvesintoastoryithasmoreimpact.Immersionissimilartorelatability.Whenpeoplecanrelatetoastorytheycanmoreeasilyimmersethemselvesinit.Immersioniseasierifthestorydescribesenvironmentsthatarefamiliartous;justliketwomoonsandpurplesoiltellsusthatweareonanalienplanet.Thinkaboutwhatyoucanbuildintoastorytomakeitmorefamiliarand,therefore,easiertorelateto.Culturalsignifiers,descriptionoffoodsorrituals?OneofthemorepopularmethodsweseeinstoriestoldbyorganisationsaboutpeoplewithdisabilityistousenamesthatclearlyindicatethatsomeoneislikelytobefromaCALDbackground,butoftenthatisalltheydo.

Familiarity:Again,similarlytothetwoelementsabove,ifastoryfeelsfamiliarithasmoreimpact.

4YoungStella:I’mnotyourinspiration,thankyouverymuchhttps://www.youtube.com/watch?v=8K9Gg164Bsw;CaraLiebowitz:Explaininginspirationporntonon-disabledpeoplehttp://thebodyisnotanapology.com/magazine/explaining-inspiration-porn-to-non-disabled-people/

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Findingstorieswrittenbydisabilityorganisationsthatareexplicitlytargetingacross-culturalaudienceseemsalmostimpossible.Lookingatotherareas,hereisastorytoldbyaSouthIndianwomanforthePinkSariProject,agroupaimingtoraiseawarenessaboutbreastscreeningamongIndianandSriLankancommunities,asthosecommunitieshaveoneofthelowestbreastscreeningrates.

Gladys Roach “In1965,ImovedtoAdelaidewithmyhusbandNevillefromMangalore,SouthIndia.Withaneagernesstofitinwiththelocals,Iwentdoor-to-doorsellingAvonwearingawesternfrock.Theneighboursjustpeepedthroughtheircurtains,buttheyneveransweredme.

Iwasdisheartened,andIwasallsettogiveuponthenewcareerwhenmyfriendsuggestedditchingthewesternfrockandputtingonmysariinstead.Iwasabitapprehensive,butIdecidedtogiveitago.Deckedoutinabeautifulsari,Ireturnedtothosefamiliardoors,andmuchtomysurprise,theywelcomedme,andevenofferedteaandbiscuits!

EversinceIlearnedthatmysaricreatedintrigueamongstpeopleandbecameaconversationstarter.

ImaginemyshockwhenIlearnedIhaveatumourinmybreast,ThereIwas,wantingtoliveanormallifelikemostpeople,andallofasudden,thedreadfulnews!ItwassodeepthattheyonlydetecteditwhenIwentforamammogram.

Withearlydetection,Ionlyneededtohaveradiotherapy.Thankfully,Iamcancer-freetoday.Icanstillrelatetothetraumaandtragedyrelatedtobreastcancerfirsthandafterlosingmydaughtertothediseaserecently.

Iwentthroughadifficulttimewithmytreatmentandtheonlythingthatsustainedmethroughouttheordealwasmyfamily.

Now,itismymissiontoencourageeverywomantomakesuretheygettestedregularlyandtobeintunewiththeirbodies.ThisiswhyIhavedecidedtosharemystoryandsupportthePinkSariProject.”5

5PortraitsinPink,http://pinksariproject.org/Support_us.aspx?ID=6

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Workbook Exercise

InGladysRoach’sstoryabovecanyouidentifywhatworksintermsofrelatability,immersion,dramaandfamiliarity?Doyouthinkthestoryworksanddoyouthinkitspeakstothetargetaudience(womenfromSouthernIndiaandSriLanka)andachieveitspurpose?

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3. Conclusion

Thisworkbookaimedtoassistyouinunderstandinghowtotellcross-culturalstoriesofyourorganisationtoconnectwithandmarkettocross-culturalaudiences.

Youmayalsowanttohavealookattheothertwoworkbooksintheserieson“CommunityEngagement–workingalongsidediversecommunities”tolearnmoreaboutengagingwithdiversecommunities.

Reflections

Whataresomeofthetakeawaymessagesfromthisworkbook?Aretherethingsyoudisagreewith?Wastheresomethingthatsurprisedyou?

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