Storytelling for Health

Nedra Weinreich

Weinreich Communications

@Nedra

Those who tell the stories rule the world.

- Hopi Proverb(or Plato)

Stories are powerful.

This doesn’t work.

Where is their attention?

How do stories create change?

• Grab people's attention to focus on our issues• Make abstract concepts more concrete and relevant• Shape people's understanding/interpretation of issues and events• Provide vicarious experiences that prepare individuals for real-world situations• Increase empathy for others• Persuade people of the importance or benefits of taking action• Strengthen relationships between individuals or across groups• Influence perceptions of social norms

Photo: David Salafia

“While all the patients who received the storytelling DVD had better blood pressure control on average, those who started out with uncontrolled hypertension were able to achieve and maintain a drop as significant as it had been for patients in previous trials testing drug regimens.” Houston, et. al, Culturally Appropriate Storytelling to Improve Blood Pressure: A Randomized Trial, Ann Intern Med, January 18, 2011 154:77-84

Entertainment Education

Entertainment Education Principles

• Characters the audience can relate to• Ongoing relationship with characters - emotional bonding

• Modeling of desirable behaviors/attitudes

• Depicting the positive and negative consequences of behaviors

• Teaching knowledge & skills as part of the story

Transmedia Stories

Moving the “Fourth Wall”

Immersive Engagement for Change =

Behavior Change Model + Good Storytelling +Ubiquitous Media +

Participatory Experience +

Real World

Transmedia for GoodFacebook Group

http://on.fb.me/TM4Good

Get in touch!

Nedra Kline WeinreichWeinreich Communications

www.Social-Marketing.com

weinreich@social-marketing.com

Phone 310.286.2721

Twitter @Nedra