Chapter 5
Impact storytelling as a tool for behavioural change
In my experience, impact storytelling is a powerful tool for conservation, but its effectiveness directly depends on how wisely it's used.
​
Often, storytelling is employed to raise awareness about an issue. While this is a valuable starting point for breaking down knowledge barriers, it is not enough to drive behaviour change and achieve real impact. What I mean by that is that knowledge alone is frequently insufficient to change behaviour. Human actions are influenced by a complex mix of factors beyond exposure or awareness.
For instance, even if someone understands the benefits of protecting lions, they may continue to kill them in retaliation if it is something that their social circle engages in. Emotions, ingrained habits, and fears of change can also hinder behavioural change. Additionally, people might face practical obstacles or lack resources that prevent them from acting on their knowledge. Therefore, while knowledge is essential, creating real and lasting change requires addressing these additional factors.
When we limit storytelling to raising awareness alone, we fall short. To be truly effective, storytelling must address behavioural barriers and incorporate social norms.
Research dictates your story
Before crafting a story, it's essential to conduct thorough research to understand the context, the specific issue, the target audience and, most importantly, the behavioural barriers impacting your goals.
Once you have a clear understanding of these key behavioural determinants—such as psychological, cognitive, biological, social, environmental, and situational factors as introduced in Chapter 2—you can effectively integrate these insights into your storytelling to drive meaningful change.
Notes from the field
While figuring out contributing factors like accessibility, roles, and knowledge is fairly straightforward with the right research framework, the real challenge, in my opinion, lies in identifying the social norms that influence behaviour.
​
A summarised map of social norms
Below you will find a summarised map of social norms to help you visualise the 'tip of the iceberg' of human behaviour. Understanding which social norms influence the desired behaviour will help you greatly in the development of your strategy and documentary informing which messages are conveyed, which characters are chosen, which visuals are created, etc.
​
Working with social norms
Incorporating social norms into your storytelling can involve:
​
-
Leveraging influencers: Partnering with respected figures in the community to spread your message.
-
Highlighting positive behaviours: Showcasing examples of desirable actions to inspire others.
-
Encouraging public commitments: Motivating people to publicly commit to new behaviours.
-
Addressing social misconceptions: Correcting misunderstandings and myths.
-
Modifying the environment: Changing physical or social settings to support desired behaviours.
-
Introducing incentives: Offering rewards to encourage participation and adherence.
-
Appealing to personal values: Connecting the message to individuals' core values and beliefs.
-
Challenging existing beliefs: Questioning and reshaping outdated or harmful beliefs.
-
Setting up mentorship programs: Providing guidance and support through experienced mentors.
​
And much more!
In a nutshell, impact storytelling isn't just about raising awareness—it's about understanding and addressing the deeper behavioural and social factors that drive action. By thoughtfully integrating these insights into your storytelling, you can craft narratives that not only inform but promote lasting change.
5-20%
Change is achieved through knowledge and awareness.
+40%
Change is achieved through shifting social norms.
20-40%
Change is achieved through behavioural change interventions.
30-50%
Change is achieved through combined interventions.