5 steps for effective storytelling: our advice and a case study to read about
When it comes to storytelling, it is essential to ensure a harmonious balance of form and substance. This combination creates a story that can excite and inspire.
Starting with the event “Spelt woman, read community,” a day organised by the Regione Emilia-Romagna’s Equal Opportunities Department, in conjunction with the launch of a campaign on women’s empowerment on 8 March 2024, we had the opportunity to create some long-forms on the department’s website and an illustrated publication.
Two different ways of showcasing some projects financed by the Regione Emilia-Romagna in order to “shine a spotlight on women,” to cite the Councillor for Equal Opportunities Barbara Lori. She went on to say, “Emilia-Romagna is rich in experiences, projects and good practices that can become the driving force for real change, first and foremost on a cultural level.”
A powerful storytelling strategy, which amplified the voices of the project’s protagonists and the ever relevant messages of the 8 March campaign.
But what are the fundamental ingredients required for effective storytelling?
Here is some advice, based on years of experience working alongside cultural institutions and organisations.
1. Imagine and plan every detail with precision
The magic begins long before the text is written or the first video is shot: meticulous planning is the cornerstone of effective storytelling. In order to ensure coherence and fluidity, every detail needs to be defined: from the subjects to be involved, to the timeframe for gathering testimonials, all the way through to the resources such as space, technology and necessary skills. Without a solid foundation, even the most powerful story risks being lost.
2. Build your dream team
Having a good idea is not enough: you need a team of professionals who can turn it into reality. Engaging illustrations, exciting texts and polished videos require different skills working in synergy. Relying on skilled creatives, illustrators, copywriters, sound designers and videomakers means creating content that really speaks to your audience.
3. Tell moving stories by harnessing the power of the right words
Narration is the beating heart of any storytelling. An experienced copywriter knows how to choose each word carefully, constructing a tale that not only informs, but excites and engages. Stories must be told with authenticity, to reflect the project’s tone and impact, capturing the audience’s attention and leaving a mark. A story told by multiple voices will be more convincing, but we’ll get to that in a moment.
4. Gather and organise first-hand accounts, because voices matter!
The story finds its true strength in the words of the protagonist, becoming an authentic and touching tale. This approach allows us to explore each story in depth, highlighting the impact of the projects and making the content engaging. Moreover, the people involved are very often also the first ambassadors of our story, a relational capital not to be underestimated!
5. Visual impact: when creativity brings stories to life
The visual component is crucial in amplifying the narrative’s impact. Illustrations and graphics contribute significantly to the story’s effectiveness, making the message more incisive and memorable.
In the case of the work for the Regione Emilia-Romagna’s Equal Opportunities Department, the creative component was entrusted to Elisa Lanconelli. During the event organised for the presentation of the projects financed by the Regione, the illustrator took twelve photographic portraits of the protagonists of the twelve projects, illustrating them during the course of the day. A particularly successful piece of work which, together with the graphic identity developed by BAM! for the occasion, helped shape our stories.
Effective storytelling requires careful planning, collaboration among experts, well-structured content and coordinated graphics. These ingredients offer useful pointers for successful storytelling projects.
A case study hot off the press!
Going back to the projects we developed for the Equal Opportunities Department in close collaboration with the Information and Communication Agency of the Giunta Regionale dell’Emilia-Romagna, this is what we achieved by following this recipe.
Our storytelling strategy took tangible shape in the long-forms and in an illustrated paper publication, two formats that offer different keys to reading the stories and that have been available online at this link for a few days.
Long-forms: these are the beating heart of our narration. Each long-form combines illustrated photos by Elisa Lanconelli, in-depth descriptions of the projects and video interviews conducted on the day of the “Spelt Woman, Read Community” campaign event. This format allows the stories of the protagonists to be explored in depth, offering a comprehensive look at the impact and results of the projects.
Illustrated book: this paper format plays an important complementary role. It collects and enhances the aforementioned illustrated photos, accompanied by a brief description of the projects: a lasting testimony, a tangible memory of the completed projects that can serve as inspiration for all those organisations and institutions engaged in the daily challenge of achieving gender equality.
If you are interested in similar content, you can also read:
- Co-design for cultural institutions. Three methods tried and tested by BAM!
- Press tour: five things to know before setting off!
- 3 things we’ve learned when planning in inland areas
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