Storytelling is the quintessential human skill. It is what creates human cultures, gives meaning to those cultures and ties us together in shared experience. The human storyteller is as old as humanity. Each culture has its own epic/saga passed orally until the coming of the written word. Podcasting is a variation on the travelling bard, the wandering minstrel, the keepers of the knowledge. The similarities podcasting has with the past is its direct connection to the listeners. One voice talking to many. We no longer need to sit around campfires or in the great hall of the logical magnate or even the great halls of the people to participate in this most ancient of human activities. The technology is where we differ from the pre-Homeric in the Greek tradition, as one example. With a podcast we can talk to everyone, all at once and simultaneously, one at a time.
1. The Impact of Storytelling in Disability Advocacy
Storytelling is more than just a way to share information—it’s a means of building empathy, changing perceptions and motivating people to take action. For disability advocacy, storytelling is essential because it:
- Humanises the Issue: Disabilities are often discussed in terms of statistics and clinical language which can make the issues seem distant or abstract. Storytelling brings the lived experiences of people with disabilities to the forefront, making the issues more tangible and personal. It is the lived experiences of the changes your service has assisted or created that’s the gold for your stories.
- Challenges Stereotypes: Stories can challenge misconceptions and stereotypes about people with disabilities. By showcasing the diverse experiences of individuals, storytelling can help break down barriers and promote a more inclusive understanding of disability.
- Inspires Action: When people hear a story that resonates with them emotionally, they are more likely to be moved to take action. Whether it’s advocating for policy change, supporting accessibility initiatives or simply changing their own behaviour, stories can inspire listeners to make a difference.
2. Crafting Stories That Resonate
Creating stories that connect with listeners and drive action requires careful thought and planning. Key elements to consider:
- Authenticity: Authenticity is crucial in storytelling, especially in advocacy. Nothing beats the lived experience of the people who both you work with and who work for you. Share real experiences and emotions. Authentic stories resonate deeply with listeners because they are grounded in real-life experiences.
- Relatable Characters: Introduce characters that your audience can relate to. These could be individuals with disabilities who face challenges similar to those of the audience or people who have undergone significant personal growth as a result of their experiences. It’s the change that matters! The “hero/heroine” who reached a crisis in their lives, made changes and grew as people are the perfect sort of stories for a podcast.
- Emotional Arc: This sort of journey can also be considered an emotional arc. Every good story has an emotional arc that takes the audience on a journey. This could be a journey from struggle to triumph, from misunderstanding to awareness or from apathy to action. The key is to focus on the initial conditions, the change and the outcome.
- Clear Message: While the story should be engaging, it should also have a clear message or call to action. What do you want your listeners to take away from the story? Sometimes the stories tell themselves and the actions required by the listener are obvious. This rarely occurs. A direct call to action is so often required that you should include one in every episode. Something as simple as “Please tell your friends about our show.” to “To donate click on the link in the show notes.” Calls to action take time to embed in your listener’s minds. Stick to the same call to action for at least five episodes.
3. Amplifying Voices Through Storytelling
One of the most important aspects of storytelling in disability advocacy is the amplification of voices that are often marginalised. To, in fact, give the unheard a voice! How you do this is limited by your creative ability. Here’s a couple of reasons:
- Platforming Voices: Use your platform to share stories from people not usually seen in the mainstream media, give them the opportunity to speak for themselves. Any of the Kin Advocacy episodes in Disability Sunflower Stories are great examples. Link in the show notes. This could be through interviews, guest blog posts or social media takeovers. By amplifying these voices, you help to create a more inclusive narrative that reflects a wide range of experiences.
- Diverse Representation: Ensure that your storytelling includes a diverse range of voices and experiences. Disability is not a monolith and people with disabilities have varied and intersectional identities. Even within a given diagnosis, experiences vary enormously. Focus on the people and let them tell their stories.
4. Driving Action Through Storytelling
The ultimate goal of storytelling in disability advocacy is to inspire action. Here’s how you can use your stories to motivate listeners to make a difference:
- Highlight the Impact: Show your audience how their actions can make a difference. Whether it’s through supporting a specific campaign, donating to a cause or advocating for policy changes, make it clear how they can contribute to the solution. The changes your service allows individuals to achieve as discussed as part of the storytelling process is the emotional lever to drive actions in listeners.
- Provide Clear Calls to Action: Every story should end with a clear call to action. As discussed, this is critical and needs to be consistent over time. Maybe one CTA after each episode in a season of eight to ten and then a different CTA for the next season and so on. The more specific and actionable your request, the more likely people are to follow through.
- Follow Up: Keep your audience engaged by providing updates on the impact of their actions. For example, if you’ve asked them to support a campaign, let them know the outcome and how their contribution made a difference. This reinforces the connection between the story and the action and encourages ongoing involvement.
Conclusion
Storytelling is the art to transform your advocacy outcomes by connecting with listeners on an emotional level and driving meaningful action. By crafting emotionally resonant episodes you connect your listeners to your service, making them true fans of your work.
If you’re thinking about or even ready to start your service’s podcast, email me: jon@jmps.au link in the show notes and we can have a chat. I work on a monthly retainer basis and you receive 4 episodes a month, uploaded to a host, clips for use in socials, help with local recordings where you are and all this for A$500 a month on a twelve month contract.
Until next episode, thanks for listening.
In Show Links:
Kin Advocacy:
Disability Sunflower Stories:
https://podcasts.apple.com/au/podcast/disability-sunflower-stories/id1655776843