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Social Change 
Storytelling 
@leesean 
! 
Lee-Sean Huang - ls@foossa.com
2 Introductions 
Lee-Sean 
@leesean 
Lee Sean
My Story 
Your Stories 
Our Story 
@leesean
Warm Up: 30 Secs 
Introduce yourself with a story 
What brings you here today? 
@leesean
Why Stories? 
@leesean
! 
are the building blocks of culture { 
@leesean 
stories 
help us make sense of the world 
! 
help us define our identity 
! 
help us connect with each other 
http://www.psychologytoday.com/collections/201106/the-power-stories/direct-hit
Dr. Kirsti A. Dyer 
http://www.journeyofhearts.org/kirstimd/tellstory.htm 
“Storytelling is a part of life, intrinsic to 
most cultures. They help people make 
sense of the world--life's experiences, 
dilemmas and hardships. 
! 
Stories can educate, inspire and build 
rapport. They are a means of 
communicating, recreating, and helping 
preserve cultures by translating 
memories into a more concrete manner 
that can be handed down verbally or in 
written form. 
! 
Telling the story can provide the 
opportunity to gain a deeper 
understanding of one's experiences 
and oneself. “
Clay Shirky 
“Stories organize our sense of reality. 
! 
Stories are how we process facts. 
! 
Stories are like food we consume that 
helps us turn into who we are.” 
http://www.youtube.com/watch?v=IyeihMTB2mE"feature=share"t=19m35s
Narrative Strategy 
@leesean
10 The Path of Social Change 
@leesean 
B 
A
11 The Path of Social Change: Stories Connect the Dots 
Current 
State Desired 
@leesean 
B 
State 
A
12 Elements of (Narrative) Strategy 
@leesean 
* Purpose 
* Plan 
* Sequence of Actions 
* Measurable Goal
13 Elements of (Narrative) Strategy 
@leesean 
Narrative 
* Purpose 
* Plan 
* Sequence of Actions 
* Measurable Goal
14 
@leesean
15 
@leesean
16 
* Purpose 
* Plan 
* Sequence of Actions 
* Measurable Goal 
* Narrative 
@leesean
17 
@leesean
18 Developing a Narrative Strategy 
@leesean 
1. Current State: Where are you now? 
2. Desired State: Where do you want to be? 
3. Document and Share. Visualize. 
4. Prioritize. 
5. Simplify. 
6. Test. Recalibrate. Repeat.
Narrative Structure 
@leesean
Framework for Social Change Storytelling 
Narrative 
! 
Stories about the problem and how we work together for change 
20 
Identity 
! 
Who am I? 
Who are we? 
Protocols 
! 
What do we believe in? 
How will we do it? 
Artifacts 
! 
What objects and 
experiences invite 
participation?
Framework for Social Change Storytelling 
Narrative 
! 
Stories about the problem and how we work together for change 
21 
Identity 
! 
Who am I? 
Who are we? 
Protocols 
! 
What do we believe in? 
How will we do it? 
Artifacts 
! 
What objects and 
experiences invite 
participation?
Identity: Personify 
22
Identity: Us and Them 
23
Identity: Spirit Animals 
24 
Discover Advise Build
25
movement entrepreneur are: 
26 
Hybrid Identity: Movement Entrepreneur 
community organizers 
transmedia storytellers 
brand/business strategists 
user experience designers 
product managers 
hackers and innovators 
generalists 
21st century renaissance (wo)men 
ambitious 
mission driven 
interdisciplinary collaborators 
strategic systems thinkers 
principled pragmatists 
resourceful risk-takers 
results oriented 
rogues and rabble rousers 
Geek 
analytical 
Organizer 
inspirational 
Rockstar 
creative 
Rogue 
disruptive
Movement Entrepreneurs are: 
27 
community organizers 
transmedia storytellers 
brand/business strategists 
user experience designers 
product managers 
hackers and innovators 
generalists 
21st century renaissance (wo)men 
ambitious 
mission driven 
interdisciplinary collaborators 
strategic systems thinkers 
principled pragmatists 
resourceful risk-takers 
results oriented 
rogues and rabble rousers
28 
Movement 
a community of action united by a 
common commitment to driving 
change and creating shared value 
What?
Who? 
29 
Entrepreneur 
“one who organizes and operates 
a venture, while taking on the 
associated risks and rewards of 
such a venture”
On Entrepreneurship 
30 
“An entrepreneur always searches 
for change, responds to it, and 
exploits it as an opportunity.” 
Peter Drucker
3 Kinds of Entrepreneurship 
31 
Political Social 
organize supporters and 
pressure decision-makers 
21st Century 
Movement 
tech savvy 
trans-disciplinary 
adaptive 
Cultural 
create new tools 
and technologies 
motivate changes in 
behavior and identity
Political 
32 
organize supporters and 
pressure decision-makers
Social 
33 
create new tools 
and technologies
Cultural 
34 
motivate changes in 
behavior and identity
3 Kinds of Entrepreneurship 
35 
Political Social 
organize supporters 
21st Century 
Movement 
trans-disciplinary 
tech savvy 
adaptive 
Cultural 
and pressure 
decision-makers 
create new tools 
and technologies 
motivate changes in 
behavior and identity
Engage multiple aspects of our identities... 
36 
Political Social 
as citizens 
we can agitate, 
organize, & vote 
as cultural agents Cultural 
we tell stories, create 
and curate change-making 
content 
as corporate 
stakeholders 
we innovate, engage in 
collective bargaining, 
shareholder activism, 
& intrapreneurship 
as consumers 
our buying behavior 
shapes the nature of 
the economy 
Identity
...to make change on multiple levels 
37 
CHANGE 
MODELS 
Political Social 
as citizens 
we can agitate, 
organize, & vote 
as cultural agents Cultural 
we tell stories, create 
and curate change-making 
content 
as corporate 
stakeholders 
we innovate, engage in 
collective bargaining, 
shareholder activism, 
& intrapreneurship 
as consumers 
our buying behavior 
shapes the nature of 
the economy 
Identity 
CHANGE 
RULES CHANGE 
BEHAVIOR 
CHANGE 
PERCEPTION
Tools and Tactics 
38 
CHANGE RULES 
legislation 
campaigning 
regulation 
petition to government 
ballot initiative 
target individual politicians 
participate in political party 
CHANGE PERCEPTION 
protest march 
news feature 
talk radio 
documentary film 
music/art 
research report 
viral video 
hashtag 
social media meme 
CHANGE BEHAVIOR 
consumer activism 
collective bargaining 
boycott/buycott 
information campaign 
public education 
nudges/incentives 
CHANGE MODELS 
new products/platforms 
new financing schemes 
corporate social responsibility 
social enterprise
Framework for Social Change Storytelling 
Narrative 
! 
Stories about the problem and how we work together for change 
39 
Identity 
! 
Who am I? 
Who are we? 
Protocols 
! 
What do we believe in? 
How will we do it? 
Artifacts 
! 
What objects and 
experiences invite 
participation?
Protocols 
40
Sugru Manifesto: Protocol + Artifact + Interface 
41 
https://sugru.com/
Framework for Social Change Storytelling 
Narrative 
! 
Stories about the problem and how we work together for change 
42 
Identity 
! 
Who am I? 
Who are we? 
Protocols 
! 
What do we believe in? 
How will we do it? 
Artifacts 
! 
What objects and 
experiences invite 
participation?
Artifacts: Objects, Gestures, Interfaces, etc. 
43
The Blue Lace Project 
44 
https://sugru.com/
The Blue Lace Project 
45 
http://www.kickstarter.com/projects/ 
jakehimself/the-bluelace-project-a-revolution- 
built-one-foot-a 
! 
http://articles.latimes.com/2013/nov/19/ 
news/la-ar-blue-lace-project-20131119
Hashtag Activism 
46 
Feminist Hashtags! 
! 
http://nymag.com/thecut/2013/12/can-feminist-hashtags- 
dismantle-the-state.html! 
! 
http://www.hashtagfeminism.com/! 
! 
#GivingTuesday! 
! 
http://givingtuesday.org/case-studies.html! 
! 
http://www.charitynavigator.org/index.cfm? 
bay=content.view&cpid=1651#.UtgOr2SwJg0! 
! 
http://www.bethkanter.org/givingtuesday-dec3/!
Examples: Putting it all together 
Narrative 
! 
Stories about the problem and how we work together for change 
47 
Identity 
! 
Who am I? 
Who are we? 
Protocols 
! 
What do we believe in? 
How will we do it? 
Artifacts 
! 
What objects and 
experiences invite 
participation?
Example 1 
LIVESTRONG 
@leesean
Cultural 
49
50
Example 2 
All Out 
@leesean
Social Change Storytelling Workshop at Parsons Design Studies Symposium
Stories: From “Coming Out” to All Out 
53
Table of Contents
Table of Contents
Nigeria
Sweden
Russia
Social Change Storytelling Workshop at Parsons Design Studies Symposium
Brazil
Example 3 
Meu Rio 
@leesean
62 
@leesean 
Meu Rio is redesigning the user interface 
for civic participation in Rio de Janeiro. 
! 
We are a non-partisan democratic 
youth movement. We create online 
tools to connect citizens and ensure 
that they have a voice in the decisions 
that are transforming the city.
63 
@leesean
64 
@leesean
Social Change Storytelling Workshop at Parsons Design Studies Symposium
66 
@leesean
67 
@leesean 
Our Values 
We believe that increased participation by youth 
and members of the emerging middle class in the 
political process will help bring about greater 
accountability and transparency. 
! 
We are non-partisan and independent. We don’t 
accept money from government or political parties. 
! 
We believe that the internet can serve as a school 
for a more robust democracy. 
! 
We are committed to open source sharing. 
We value remix and reuse.
68 
@leesean 
Evaluating Campaign Themes 
▢ RIPE ! SALIENT 
Is the issue in the news/being talked about? Is it something that has strong public support and a 
groundswell of concern among our target audience? 
! 
▢ ACTIONABLE 
Can Meu Rio or its members “do” something about the issue? Is there a concrete and plausible 
political, social, or cultural action that can be taken to affect change? 
! 
▢ POLITICAL/CULTURAL IMPACT 
Meu Rio’s goal is to build a more participatory and open political culture in Rio. While not every 
campaign needs to directly influence the political process, each campaign should have some short, 
medium, or long term political objective or impact on behavioral/cultural change among the citizens 
of Rio. 
! 
▢ COMPARATIVE ADVANTAGE 
Is this an issue or campaign where Meu Rio can take a leadership role while working with other partner 
organizations working in the same space? Does Meu Rio have a comparative advantage because of 
our member base, brand equity, and/or innovative use of technology? 
! 
▢ EARNED MEDIA/LIST GROWTH 
Will running the campaign generate free earned media and/or promote Meu Rio membership growth?
69 
@leesean 
Evaluating Tools ! Tactics 
▢ CONNECTIVE 
Does it relate to existing user behaviors and social dynamics? Does it bring the community tighter together or 
connect people closer with their decision makers? 
! 
▢ PARTICIPATORY 
Is it open-ended enough to invite participation but guided and usable enough to actually use? 
! 
▢ USER SERVICE 
Does it have a clear theory of change? Does the experience inspire, delight, or motivate users? 
! 
▢ SCALABLE 
Does it “work” (both technologically and compelling for users) for 5 users as well as it does for 5 million)? 
! 
▢ REUSABLE 
Can it be reused/repurposed by Meu Rio for future campaigns and not just a one-off novelty? 
! 
▢ HACKABLE 
Is it open source/open API? Can it be reappropriated by users/hackers in new, exciting, unexpected ways or used by 
other cities/movements? 
! 
▢ AWESOME/INTANGIBLES 
Is it “magical”? Compelling in an intuitive/emotional way? Does it have that certain “je ne sais quoi”?
Example 4 
The Rules 
@leesean
Peak Oil 
71
Peak Pity 
72 
http://www.youtube.com/watch?v=XsxVy7vyyk0
Changing the story around poverty and inequality 
73
74
Advanced 
Techniques 
@leesean
Framework for Social Change Storytelling 
Narrative 
! 
Stories about the problem and how we work together for change 
76 
Identity 
! 
Who am I? 
Who are we? 
Protocols 
! 
What do we believe in? 
How will we do it? 
Artifacts 
! 
What objects and 
experiences invite 
participation?
Distill the Message 
Loglines & Movement Stories 
@leesean
Charlie Brown is finally invited to a 
Halloween party; Snoopy engages the Red 
Baron in a dogfight; and Linus waits patiently 
in the pumpkin patch for the Great Pumpkin.
Charlie Brown is finally invited to a 
Halloween party; Snoopy engages the 
Red Baron in a dogfight; and Linus waits 
patiently in the pumpkin patch for the 
Great Pumpkin. 
! 
—Logline for It's the Great Pumpkin, 
Charlie Brown 
! 
It's the Great Pumpkin, Charlie Brown
A 17th Century tale of adventure on the high 
seas where a roguish yet charming captain 
joins forces with a young blacksmith in a 
gallant attempt to rescue the Governor of 
England's daughter and reclaim his ship.
Pirates of the Caribbean
A young man and woman from different 
social classes fall in love, must outwit her 
abusive fiancé, and find a way to survive 
aboard an ill-fated voyage at sea.
Titanc
Narrative: Movement Loglines 
84 
Tea Party 
Freedom is under assault 
in our country. We will 
band together to restore 
freedom in America. 
Slow Food 
Started as a protest 
against McDonald’s in 
Rome, we are now a 
worldwide movement 
advocating for good, 
clean, fair food. 
Occupy 
From NYC and around the 
world, we are fighting back 
against the corrosive power 
of major banks and 
multinational corporations 
over the democratic process.
Exercise: 6 Word Stories 
“For Sale. Baby Shoes, Never Worn” 
https://twitter.com/sixwordstories 
@leesean
Craft “Moments” 
@leesean
Nesby Phips 
“Author of Moments” 
www.nesbyphips.com/
Social Change Storytelling Workshop at Parsons Design Studies Symposium
Social Change Storytelling Workshop at Parsons Design Studies Symposium
Social Change Storytelling Workshop at Parsons Design Studies Symposium
Social Change Storytelling Workshop at Parsons Design Studies Symposium
Social Change Storytelling Workshop at Parsons Design Studies Symposium
Social Change Storytelling Workshop at Parsons Design Studies Symposium
Social Change Storytelling Workshop at Parsons Design Studies Symposium
Social Change Storytelling Workshop at Parsons Design Studies Symposium
Story Shapes 
@leesean
Social Change Storytelling Workshop at Parsons Design Studies Symposium
1 
strong 
start 
2 
emotional 
climax 3 
desired 
outcome
Ira Glass 
2 Basic Building Blocks of a Story 
! 
(1) The anecdote 
(2) The moment of reflection 
! 
In a good story you need both -- you can 
flip back and forth between the two. The 
Anecdote and the Moment of Reflection 
are interwoven to make a story. 
! 
! 
http://www.presentationzen.com/presentationzen/2007/03/ira_glasstips_o.html
Ira Glass 
(1) The anecdote, a sequence of actions, a 
story in its purest form, one thing following 
from another (rather than just disjointed 
"facts"). 
! 
"The Power of the anecdote is so great...No 
matter how boring the material is, if it is in 
story form...there is suspense in it, it feels 
like something's going to happen. The 
reason why is because literally it's a 
sequence of events...you can feel through 
its form [that it's] inherently like being on a 
train that has a destination...and that 
you're going to find something..." 
http://www.presentationzen.com/presentationzen/2007/03/ira_glasstips_o.html
Ira Glass 
(1a) Raise questions. 
! 
Provide the "bait" (the hook) The anecdote 
should raise a question right from the 
beginning. Implied in any question that you 
raise, however, is that you are going to 
answer it. 
! 
Constantly raise questions and answer 
them. The shape of the story is that you 
are throwing out questions and answering 
them along the way. 
! 
http://www.presentationzen.com/presentationzen/2007/03/ira_glasstips_o.html
Ira Glass 
(2) The moment of reflection. 
! 
What is the key point? What does this all 
mean? Why have I asked you to sit and 
listen for 30 min, etc. It is not just a series 
of facts/events. 
! 
Many people get the first part, they tell an 
interesting sequence of events, but in the 
end it fails because it doesn't say anything 
new, it did not have meaning. And 
sometimes people have the reflection part 
and the question is clear in their mind, but 
they fail to put it in a sequence that 
compels people to follow and engage. 
! 
! 
h t t p : // w w w .p re s e n ta t io n z e n .c o m/presentationzen/2007/03/ira_glasstips_o.html
Exercise 
Share an Anecdote 
@leesean
Tropes and Themes 
@leesean
The Power of the 
1st Person Perspective 
@leesean
Exercise 
Tell a 30-60 sec story 
Persuade us about an issue 
@leesean
Marshal Ganz 
Handout: Telling Your Public Story Worksheet 
Telling Your Public Story 
! 
A good story public story is drawn 
from the series of choice points that 
have structured the “plot” of your life 
– the challenges you faced, choices 
you made, and outcomes you 
experienced. 
!
Marshal Ganz 
Telling Your Public Story 
! 
Challenge: Why did you feel it was a 
challenge? What was so challenging 
about it? Why was it your challenge? 
! 
Choice: Why did you make the choice 
you did? Where did you get the 
courage – or not? Where did you get 
the hope – or not? How did it feel? 
! 
Outcome: How did the outcome feel? 
Why did it feel that way? What did it 
teach you? What do you want to 
teach us? How do you want us to 
feel? we process facts. 
!
Marshal Ganz 
Elements of a Public Story 
! 
A story of self: why you were called 
to what you have been called to. 
! 
A story of us: what your 
constituency, community, 
organization has been called to its 
shared purposes, goals, vision. 
! 
A story of now: the challenge this 
community now faces, the choices it 
must make, and the hope to which 
“we” can aspire. 
!
110 
We are the 99% 
http://wearethe99percent.tumblr.com/
111 
We are the 15% 
http://wearethe15percent.com/post/52232149870/in-may-cheerios-posted-this-new-commercial-on
112 
http://emuscampaign.org/
113 
http://gayforsochi.com/
114
It Gets Better 
115 
http://www.bluestatedigital.com/our-work/case-study/it-gets-better! 
! 
http://www.prsa.org/Intelligence/PRJournal/Documents/20132Ward.pdf! 
! 
http://www.dragonflyeffect.com/blog/why-it-gets-better-is-the-viral-video-campaign-of-the-decade/! 
! 
http://www.adlibbing.org/2011/03/08/it-gets-better-a-youtube-success-story/#.Utb2f2RDt4A! 
! 
https://tavaana.org/en/node/2091!
Empathy: from someone 
else’s perspective 
@leesean
In her shoes 
117
In her shoes 
118 
http://www.youtube.com/watch?v=RBQ-IoHfimQ
Remix 
Re-appropriation 
@leesean
Six Packs Against Super PACs 
120 
http://www.pinterest.com/leesean/six-packs-against-super-pacs/! 
! 
http://www.nationaljournal.com/blogs/influencealley/2012/08/how-to-use- 
ryan-gosling-s-abs-against-super-pacs-15!
Don’t Say Gay, Say Takei 
121 
http://www.youtube.com/watch?v=dRkIWB3HIEs! 
! 
http://www.salon.com/2011/05/19/george_takei_gay_bill/!
Jump 
122 
http://leesean.net/jump-retweeted-by-clay-shirky/
Pride Propaganda 
123
We are the World: 
The Universal Story 
@leesean
125
126 
http://www.youtube.com/watch?v=_TBd-UCwVAY
127 
http://www.youtube.com/watch?v=6AeqOFo7MRw
Evolution 
Stories Shift Over Time 
@leesean
Evolution: Chicken or Egg? 
129
Blackfish 
130
Blackfish 
131
Blackfish 
132
THANK YOU! 
Do Good. Design Delight. ls@foossa.com

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Social Change Storytelling Workshop at Parsons Design Studies Symposium

  • 1. Social Change Storytelling @leesean ! Lee-Sean Huang - ls@foossa.com
  • 2. 2 Introductions Lee-Sean @leesean Lee Sean
  • 3. My Story Your Stories Our Story @leesean
  • 4. Warm Up: 30 Secs Introduce yourself with a story What brings you here today? @leesean
  • 6. ! are the building blocks of culture { @leesean stories help us make sense of the world ! help us define our identity ! help us connect with each other http://www.psychologytoday.com/collections/201106/the-power-stories/direct-hit
  • 7. Dr. Kirsti A. Dyer http://www.journeyofhearts.org/kirstimd/tellstory.htm “Storytelling is a part of life, intrinsic to most cultures. They help people make sense of the world--life's experiences, dilemmas and hardships. ! Stories can educate, inspire and build rapport. They are a means of communicating, recreating, and helping preserve cultures by translating memories into a more concrete manner that can be handed down verbally or in written form. ! Telling the story can provide the opportunity to gain a deeper understanding of one's experiences and oneself. “
  • 8. Clay Shirky “Stories organize our sense of reality. ! Stories are how we process facts. ! Stories are like food we consume that helps us turn into who we are.” http://www.youtube.com/watch?v=IyeihMTB2mE"feature=share"t=19m35s
  • 10. 10 The Path of Social Change @leesean B A
  • 11. 11 The Path of Social Change: Stories Connect the Dots Current State Desired @leesean B State A
  • 12. 12 Elements of (Narrative) Strategy @leesean * Purpose * Plan * Sequence of Actions * Measurable Goal
  • 13. 13 Elements of (Narrative) Strategy @leesean Narrative * Purpose * Plan * Sequence of Actions * Measurable Goal
  • 16. 16 * Purpose * Plan * Sequence of Actions * Measurable Goal * Narrative @leesean
  • 18. 18 Developing a Narrative Strategy @leesean 1. Current State: Where are you now? 2. Desired State: Where do you want to be? 3. Document and Share. Visualize. 4. Prioritize. 5. Simplify. 6. Test. Recalibrate. Repeat.
  • 20. Framework for Social Change Storytelling Narrative ! Stories about the problem and how we work together for change 20 Identity ! Who am I? Who are we? Protocols ! What do we believe in? How will we do it? Artifacts ! What objects and experiences invite participation?
  • 21. Framework for Social Change Storytelling Narrative ! Stories about the problem and how we work together for change 21 Identity ! Who am I? Who are we? Protocols ! What do we believe in? How will we do it? Artifacts ! What objects and experiences invite participation?
  • 23. Identity: Us and Them 23
  • 24. Identity: Spirit Animals 24 Discover Advise Build
  • 25. 25
  • 26. movement entrepreneur are: 26 Hybrid Identity: Movement Entrepreneur community organizers transmedia storytellers brand/business strategists user experience designers product managers hackers and innovators generalists 21st century renaissance (wo)men ambitious mission driven interdisciplinary collaborators strategic systems thinkers principled pragmatists resourceful risk-takers results oriented rogues and rabble rousers Geek analytical Organizer inspirational Rockstar creative Rogue disruptive
  • 27. Movement Entrepreneurs are: 27 community organizers transmedia storytellers brand/business strategists user experience designers product managers hackers and innovators generalists 21st century renaissance (wo)men ambitious mission driven interdisciplinary collaborators strategic systems thinkers principled pragmatists resourceful risk-takers results oriented rogues and rabble rousers
  • 28. 28 Movement a community of action united by a common commitment to driving change and creating shared value What?
  • 29. Who? 29 Entrepreneur “one who organizes and operates a venture, while taking on the associated risks and rewards of such a venture”
  • 30. On Entrepreneurship 30 “An entrepreneur always searches for change, responds to it, and exploits it as an opportunity.” Peter Drucker
  • 31. 3 Kinds of Entrepreneurship 31 Political Social organize supporters and pressure decision-makers 21st Century Movement tech savvy trans-disciplinary adaptive Cultural create new tools and technologies motivate changes in behavior and identity
  • 32. Political 32 organize supporters and pressure decision-makers
  • 33. Social 33 create new tools and technologies
  • 34. Cultural 34 motivate changes in behavior and identity
  • 35. 3 Kinds of Entrepreneurship 35 Political Social organize supporters 21st Century Movement trans-disciplinary tech savvy adaptive Cultural and pressure decision-makers create new tools and technologies motivate changes in behavior and identity
  • 36. Engage multiple aspects of our identities... 36 Political Social as citizens we can agitate, organize, & vote as cultural agents Cultural we tell stories, create and curate change-making content as corporate stakeholders we innovate, engage in collective bargaining, shareholder activism, & intrapreneurship as consumers our buying behavior shapes the nature of the economy Identity
  • 37. ...to make change on multiple levels 37 CHANGE MODELS Political Social as citizens we can agitate, organize, & vote as cultural agents Cultural we tell stories, create and curate change-making content as corporate stakeholders we innovate, engage in collective bargaining, shareholder activism, & intrapreneurship as consumers our buying behavior shapes the nature of the economy Identity CHANGE RULES CHANGE BEHAVIOR CHANGE PERCEPTION
  • 38. Tools and Tactics 38 CHANGE RULES legislation campaigning regulation petition to government ballot initiative target individual politicians participate in political party CHANGE PERCEPTION protest march news feature talk radio documentary film music/art research report viral video hashtag social media meme CHANGE BEHAVIOR consumer activism collective bargaining boycott/buycott information campaign public education nudges/incentives CHANGE MODELS new products/platforms new financing schemes corporate social responsibility social enterprise
  • 39. Framework for Social Change Storytelling Narrative ! Stories about the problem and how we work together for change 39 Identity ! Who am I? Who are we? Protocols ! What do we believe in? How will we do it? Artifacts ! What objects and experiences invite participation?
  • 41. Sugru Manifesto: Protocol + Artifact + Interface 41 https://sugru.com/
  • 42. Framework for Social Change Storytelling Narrative ! Stories about the problem and how we work together for change 42 Identity ! Who am I? Who are we? Protocols ! What do we believe in? How will we do it? Artifacts ! What objects and experiences invite participation?
  • 43. Artifacts: Objects, Gestures, Interfaces, etc. 43
  • 44. The Blue Lace Project 44 https://sugru.com/
  • 45. The Blue Lace Project 45 http://www.kickstarter.com/projects/ jakehimself/the-bluelace-project-a-revolution- built-one-foot-a ! http://articles.latimes.com/2013/nov/19/ news/la-ar-blue-lace-project-20131119
  • 46. Hashtag Activism 46 Feminist Hashtags! ! http://nymag.com/thecut/2013/12/can-feminist-hashtags- dismantle-the-state.html! ! http://www.hashtagfeminism.com/! ! #GivingTuesday! ! http://givingtuesday.org/case-studies.html! ! http://www.charitynavigator.org/index.cfm? bay=content.view&cpid=1651#.UtgOr2SwJg0! ! http://www.bethkanter.org/givingtuesday-dec3/!
  • 47. Examples: Putting it all together Narrative ! Stories about the problem and how we work together for change 47 Identity ! Who am I? Who are we? Protocols ! What do we believe in? How will we do it? Artifacts ! What objects and experiences invite participation?
  • 50. 50
  • 51. Example 2 All Out @leesean
  • 53. Stories: From “Coming Out” to All Out 53
  • 61. Example 3 Meu Rio @leesean
  • 62. 62 @leesean Meu Rio is redesigning the user interface for civic participation in Rio de Janeiro. ! We are a non-partisan democratic youth movement. We create online tools to connect citizens and ensure that they have a voice in the decisions that are transforming the city.
  • 67. 67 @leesean Our Values We believe that increased participation by youth and members of the emerging middle class in the political process will help bring about greater accountability and transparency. ! We are non-partisan and independent. We don’t accept money from government or political parties. ! We believe that the internet can serve as a school for a more robust democracy. ! We are committed to open source sharing. We value remix and reuse.
  • 68. 68 @leesean Evaluating Campaign Themes ▢ RIPE ! SALIENT Is the issue in the news/being talked about? Is it something that has strong public support and a groundswell of concern among our target audience? ! ▢ ACTIONABLE Can Meu Rio or its members “do” something about the issue? Is there a concrete and plausible political, social, or cultural action that can be taken to affect change? ! ▢ POLITICAL/CULTURAL IMPACT Meu Rio’s goal is to build a more participatory and open political culture in Rio. While not every campaign needs to directly influence the political process, each campaign should have some short, medium, or long term political objective or impact on behavioral/cultural change among the citizens of Rio. ! ▢ COMPARATIVE ADVANTAGE Is this an issue or campaign where Meu Rio can take a leadership role while working with other partner organizations working in the same space? Does Meu Rio have a comparative advantage because of our member base, brand equity, and/or innovative use of technology? ! ▢ EARNED MEDIA/LIST GROWTH Will running the campaign generate free earned media and/or promote Meu Rio membership growth?
  • 69. 69 @leesean Evaluating Tools ! Tactics ▢ CONNECTIVE Does it relate to existing user behaviors and social dynamics? Does it bring the community tighter together or connect people closer with their decision makers? ! ▢ PARTICIPATORY Is it open-ended enough to invite participation but guided and usable enough to actually use? ! ▢ USER SERVICE Does it have a clear theory of change? Does the experience inspire, delight, or motivate users? ! ▢ SCALABLE Does it “work” (both technologically and compelling for users) for 5 users as well as it does for 5 million)? ! ▢ REUSABLE Can it be reused/repurposed by Meu Rio for future campaigns and not just a one-off novelty? ! ▢ HACKABLE Is it open source/open API? Can it be reappropriated by users/hackers in new, exciting, unexpected ways or used by other cities/movements? ! ▢ AWESOME/INTANGIBLES Is it “magical”? Compelling in an intuitive/emotional way? Does it have that certain “je ne sais quoi”?
  • 70. Example 4 The Rules @leesean
  • 72. Peak Pity 72 http://www.youtube.com/watch?v=XsxVy7vyyk0
  • 73. Changing the story around poverty and inequality 73
  • 74. 74
  • 76. Framework for Social Change Storytelling Narrative ! Stories about the problem and how we work together for change 76 Identity ! Who am I? Who are we? Protocols ! What do we believe in? How will we do it? Artifacts ! What objects and experiences invite participation?
  • 77. Distill the Message Loglines & Movement Stories @leesean
  • 78. Charlie Brown is finally invited to a Halloween party; Snoopy engages the Red Baron in a dogfight; and Linus waits patiently in the pumpkin patch for the Great Pumpkin.
  • 79. Charlie Brown is finally invited to a Halloween party; Snoopy engages the Red Baron in a dogfight; and Linus waits patiently in the pumpkin patch for the Great Pumpkin. ! —Logline for It's the Great Pumpkin, Charlie Brown ! It's the Great Pumpkin, Charlie Brown
  • 80. A 17th Century tale of adventure on the high seas where a roguish yet charming captain joins forces with a young blacksmith in a gallant attempt to rescue the Governor of England's daughter and reclaim his ship.
  • 81. Pirates of the Caribbean
  • 82. A young man and woman from different social classes fall in love, must outwit her abusive fiancé, and find a way to survive aboard an ill-fated voyage at sea.
  • 84. Narrative: Movement Loglines 84 Tea Party Freedom is under assault in our country. We will band together to restore freedom in America. Slow Food Started as a protest against McDonald’s in Rome, we are now a worldwide movement advocating for good, clean, fair food. Occupy From NYC and around the world, we are fighting back against the corrosive power of major banks and multinational corporations over the democratic process.
  • 85. Exercise: 6 Word Stories “For Sale. Baby Shoes, Never Worn” https://twitter.com/sixwordstories @leesean
  • 87. Nesby Phips “Author of Moments” www.nesbyphips.com/
  • 98. 1 strong start 2 emotional climax 3 desired outcome
  • 99. Ira Glass 2 Basic Building Blocks of a Story ! (1) The anecdote (2) The moment of reflection ! In a good story you need both -- you can flip back and forth between the two. The Anecdote and the Moment of Reflection are interwoven to make a story. ! ! http://www.presentationzen.com/presentationzen/2007/03/ira_glasstips_o.html
  • 100. Ira Glass (1) The anecdote, a sequence of actions, a story in its purest form, one thing following from another (rather than just disjointed "facts"). ! "The Power of the anecdote is so great...No matter how boring the material is, if it is in story form...there is suspense in it, it feels like something's going to happen. The reason why is because literally it's a sequence of events...you can feel through its form [that it's] inherently like being on a train that has a destination...and that you're going to find something..." http://www.presentationzen.com/presentationzen/2007/03/ira_glasstips_o.html
  • 101. Ira Glass (1a) Raise questions. ! Provide the "bait" (the hook) The anecdote should raise a question right from the beginning. Implied in any question that you raise, however, is that you are going to answer it. ! Constantly raise questions and answer them. The shape of the story is that you are throwing out questions and answering them along the way. ! http://www.presentationzen.com/presentationzen/2007/03/ira_glasstips_o.html
  • 102. Ira Glass (2) The moment of reflection. ! What is the key point? What does this all mean? Why have I asked you to sit and listen for 30 min, etc. It is not just a series of facts/events. ! Many people get the first part, they tell an interesting sequence of events, but in the end it fails because it doesn't say anything new, it did not have meaning. And sometimes people have the reflection part and the question is clear in their mind, but they fail to put it in a sequence that compels people to follow and engage. ! ! h t t p : // w w w .p re s e n ta t io n z e n .c o m/presentationzen/2007/03/ira_glasstips_o.html
  • 103. Exercise Share an Anecdote @leesean
  • 104. Tropes and Themes @leesean
  • 105. The Power of the 1st Person Perspective @leesean
  • 106. Exercise Tell a 30-60 sec story Persuade us about an issue @leesean
  • 107. Marshal Ganz Handout: Telling Your Public Story Worksheet Telling Your Public Story ! A good story public story is drawn from the series of choice points that have structured the “plot” of your life – the challenges you faced, choices you made, and outcomes you experienced. !
  • 108. Marshal Ganz Telling Your Public Story ! Challenge: Why did you feel it was a challenge? What was so challenging about it? Why was it your challenge? ! Choice: Why did you make the choice you did? Where did you get the courage – or not? Where did you get the hope – or not? How did it feel? ! Outcome: How did the outcome feel? Why did it feel that way? What did it teach you? What do you want to teach us? How do you want us to feel? we process facts. !
  • 109. Marshal Ganz Elements of a Public Story ! A story of self: why you were called to what you have been called to. ! A story of us: what your constituency, community, organization has been called to its shared purposes, goals, vision. ! A story of now: the challenge this community now faces, the choices it must make, and the hope to which “we” can aspire. !
  • 110. 110 We are the 99% http://wearethe99percent.tumblr.com/
  • 111. 111 We are the 15% http://wearethe15percent.com/post/52232149870/in-may-cheerios-posted-this-new-commercial-on
  • 114. 114
  • 115. It Gets Better 115 http://www.bluestatedigital.com/our-work/case-study/it-gets-better! ! http://www.prsa.org/Intelligence/PRJournal/Documents/20132Ward.pdf! ! http://www.dragonflyeffect.com/blog/why-it-gets-better-is-the-viral-video-campaign-of-the-decade/! ! http://www.adlibbing.org/2011/03/08/it-gets-better-a-youtube-success-story/#.Utb2f2RDt4A! ! https://tavaana.org/en/node/2091!
  • 116. Empathy: from someone else’s perspective @leesean
  • 117. In her shoes 117
  • 118. In her shoes 118 http://www.youtube.com/watch?v=RBQ-IoHfimQ
  • 120. Six Packs Against Super PACs 120 http://www.pinterest.com/leesean/six-packs-against-super-pacs/! ! http://www.nationaljournal.com/blogs/influencealley/2012/08/how-to-use- ryan-gosling-s-abs-against-super-pacs-15!
  • 121. Don’t Say Gay, Say Takei 121 http://www.youtube.com/watch?v=dRkIWB3HIEs! ! http://www.salon.com/2011/05/19/george_takei_gay_bill/!
  • 124. We are the World: The Universal Story @leesean
  • 125. 125
  • 128. Evolution Stories Shift Over Time @leesean
  • 133. THANK YOU! Do Good. Design Delight. ls@foossa.com