One evening over the Christmas break, I found myself at the home of a friend and her partner, both of whom happen to be psychoanalysts. Over dinner, whilst attempting to steer the conversation away from work, we began discussing the role of storytelling in our lives; the social narratives we believe in, the stories we pass on to others and the ones that resonate at a personal level.
The conversation led us to conclude that whilst a good story will always have readers, a really powerful story, will inspire people to act. In the Fellowship department, we often discuss how to make this shift. When there is so much great material available, it can be difficult to know how to piece it all together and the power in a story can easily be lost.
At first glance, social change appears to lend itself well to narrative. For a start, there is natural beginning; if we are trying to solve a problem, first we have to understand it. The starting point has to be-
What exactly is happening here?
This is especially poignant when encountering subjects that people might be uncomfortable talking about. Rachel Clare FRSA is Assistant Director at the Campaign Against Living Miserably (CALM) which deals with the issue of male suicide. According to recent government statistics on mortality rates, suicide is a bigger cause of death in young men than HIV, traffic accidents and assault combined, with 77% of all cases of suicide in the UK every year being male. CALM was born from a simple need to generate greater awareness of the problem.
Once a problem is defined, we have to figure out the best way to solve it - how do we improve the world around us?
Monday night's Fellows event RSA Engage demonstrated that within the Fellowship there is a wealth of ideas about how we can transition from the beginning to the middle; problem to potential solution. Amongst the seven Fellows who pitched their project at the event, was Richard Blissett FRSA. Richard was recommended for Fellowship by a previous Catalyst winner and in turn decided to apply for funding for his own project. Through RSA Catalyst, his digital tool Edukit is well on the way to helping teachers find the appropriate resources to support disadvantaged students, quickly and easily. For Richard, the how lies in getting the right tools to the right people.
However, for a modest enterprise like Edukit to earn a place in the grander narrative of social change, it must also create a story around itself. Tools will not reach people if it's not clear why they’re relevant, so creating a strong, individual narrative is critical - it is not enough to be heard, you have to be understood.
New RSA Fellow Emily Farnworth founded her social business Counter Culture on precisely the understanding that powerful stories are the key to changing indiviual behaviour, yet when tackling complex issues such as poverty or climate change, a simple beginning, middle and end doesn’t always cut it.
Emily believes that ‘the only way to solve the world’s biggest problems in a meaningful way is to see all sides of an argument.’ Counter Culture was established to help businesses and charities reach their audiences through a more agile form of storytelling that incorporates multiple and differing perspectives.
This can be achieved in many different ways. Even if you don’t recognise it immediately, brands, charities and individuals are communicating with us all the time without ever needing to put pen to paper. New Fellow David Pope, filmmaker, consultant and member of the British Council's Creative Economy Pool of Experts, is interested in the storytelling possibilities offered by new technologies because this evolution is creating opportunities for a more diverse range of voices and stories to reach wider audiences.
New mediums can transform the way an issue is presented and the type of people who can tell the story. An example -
In December, Mark Leruste FRSA joined the Fellowship. As well as being an ICF Certified Professional Co-Active Coach (CPCC), he is a Country Manager for Movember, the infamous worldwide men’s health charity that invites men around the world to grow a moustache for 30 days in November to raise awareness and funds for men's health. This in itself proves that a serious message can be communicated through the power of a moustache.
The RSA's 2011 Movember efforts
A story can still carry weight even if the chronology is disjointed or the medium unconventional.
Movember shows that a life-threatening disease affecting a particular demographic can gather mass support using humour and facial hair. If that isn't re-writing the story, I don't know what is.
If you would like to find out more about any of the projects or Fellows mentioned above, or would like to know more about joining the Fellowship please contact firstname.lastname@example.org
Alexandra Barker is a Fellowship Development Coordinator at the RSA