Telling the Public Health Story How to Affect Policy, Engage Elected Officials, and Inspire...

Telling the Public Health Story

Telling the Public Health StoryHow to Affect Policy, Engage Elected

Officials, and Inspire Citizens

This is my story. (in 3

minutes)

MeDick & Jane

(not their real names)

Fun, creative work

environment“Dinosaur

s”

Swirling, sucking vortex of despair

“The Nanny”

Environmental Media

Association

EMAEMA

Reduce!

Reuse!

Recycle!

Typical Client(ARTIST’S RENDERING)

Y’know, we’re real goodat what we do. We’re justnot so good at talking

about it.

Oh, well, we work with at-risk youth from underserved communities withmultiple risk factors and

blah, blah, blah…

A story? Oh, youshould talk to Sue whoruns our communications.

She’s got plenty ofstories…I think.

Executive Director

Board Chair

Program Head

They couldn’t tell me a good

story.

Why is narrative so powerful?

What kinds of stories should you tell?

What makes a good story?

Storytelling is an integral part of our history, identities, how we remember, and why we give.



Peter Pan“I don’t know any stories.”

The “How We Met” Story

The “Why I Never Eat Sushi” Story

The “Why I Prefer Dogs over Cats” Story

The “My Annoying Teenager” Story

The “I Should Be on American Idol” Story

The “Why I Do What I Do” StoryIDENTITY


“…the collection of stories we have compiled is, to some extent, who we are.”

from Tell Me a Story (Roger Schank)







The “Why I Do What I Do” Story

STORIES YOU WANT TO TELL

- STORIES NOBODY WANTS TO HEAR

STORIES YOU TELL (YOU)



MEMORY

Memory Study (1976)5 year olds

++

soap and shoe

1 out of 21


soap and shoe in a sentence

8 out of 21

““...”...”


soap and shoe in a question

16 out of 21

““ ?? ””


++ 1 out of 21

16 out of 21““ ?? ””

8 out of 21

““...”...”


“The Impact of Learning About the Identifiable Victim Effect on Sympathy” University of Pennsylvania/Carnegie Mellon, 2004

Deborah Small, Paul Slovic, et al.

$1.14 $2.38


GENEROSITY

“It’s going to be okay, Jennifer.”


GOAL

RESOLUTION


INCITING INCIDENT

PROTAGONIST

BARRIER

BARRIER

BARRIER

ACT I ACT II ACT III

JOURNALISTIC STORYTELLING

NARRATIVE STORYTELLING

Story Structure: Journalistic vs. Narrative

• Child psychologist shot by former patient.

• Starts working with child who sees dead people.

• Psychologist turns out to be dead all along.

Story Highlights


THE SIXTH SENSETHE SIXTH SENSEWITH BRUCE WILLISWITH BRUCE WILLIS

While an occasional disinclination to exercise is exhibited by all age

cohorts, the likelihood of positive health outcomes makes even mildly strenuous physical activity all the

more imperative.

What if a public health official had written Nike’s slogan?


Identify your organization’s “core stories” and make sure every staff and board member knows them by

heart.






The “Why I Do What I Do” Story

IDENTITY


The “Nature of our Challenge” Story

ORGORG

ORGANIZATIONAL IDENTITY AND CULTURE



The “How We Started” Story


ORGORG




The “Emblematic Success” Stories


ORGORG





The “Performance” Stories


ORGORG





The “Performance” Stories


The “Where We Are Going” Story

The “Striving-to-Improve” Story

ORGORG


BGSU & NALBOH

Dr. David OldsDr. David Olds

Dr. David Olds

Baltimore (1970)

Baltimore (1970)

“Suddenly I was talking from my heart, and not just from the mind.”

The EndThe EndDefinitely NotDefinitely Not

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Telling the Public Health Story How to Affect Policy, Engage Elected Officials, and Inspire...

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