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Story, Story, Hallelujah
Using storytelling to change hearts, minds and actions
Presented by Stephen Follows Creative Director of Catsnake Film
stephen@catsnake.com @stephenfollows23rd September 2016
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My Story
• Stephen Follows, Creative Director at Catsnake Film
• A story agency based in Ealing Studios
• Over 30 million views to date
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Three truths about stories
• We all enjoy stories – Deep down, on a primal level
• Stories affect us – We feel connected and personally involved
• Stories inspire action – Far more than logic and reason
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Once upon a time…
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… in a land long ago…2
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Pre
se
nt
Da
y
Homo
sapiens
Stone
tools
Mitochondrial
Eve
Fully modern
humans
Farming
Fudge
iPhones
One Direction
Credit Default Swaps
Spoken
language
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… humans evolved tales
• The love of stories is hard-wired into our brains
• Evolution has made the most important things deeply enjoyable
– Fuel became cuisine
– Procreation became sex
– Survival techniques became stories
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So, waddya know?
• People who crave fat and sugar live longer
• In the bush predators could be anywhere
• You’re unlikely to meet someone only once
• Faces you see often are your friends
Obesity
Superstition
Ethics
Celebrity
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Famous “friends”
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So, waddya know?
• People who crave fat and sugar live longer
• In the bush predators could be anywhere
• You’re unlikely to meet someone only once
• Faces you see often are your friends
• Representations of humans are humans
Obesity
Superstition
Ethics
Celebrity
Photos & Videos
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The Life of Brain
Primate“Cerebral Neocortex”Language, planning and perception
Mammal“Limbic System”Motivation, emotion, reproductive/parental behavior
Reptile“Basal Ganglia”Aggression, dominance and instinct
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Your cerebral neocortex hard at work
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12 What is a story?
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What’s a story?
An account of imaginary or real
people and events
told for entertainment
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A story in a single picture
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16 What makes people share content?
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• Practical Value
• Social currency
• Triggers
The elements which make content more shareable
Tap into your audiences’ inner caveman
Make people look good when they share
Tap into familiar items to trigger associations
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Triggers in Hollywood movies
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• Practical Value
• Social currency
• Triggers
• Public
The elements which make content more shareable
Tap into your audiences’ inner caveman
Make people look good when they share
Tap into familiar items to trigger associations
Being seen to share, and feeling included
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How to crush a soul and not be fired
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• Practical Value
• Social currency
• Triggers
• Public
• Emotion
The elements which make content more shareable
Tap into your audiences’ inner caveman
Make people look good when they share
Tap into familiar items to trigger associations
Being seen to share, and feeling included
When we care, we share
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The emotions that cause action
High Arousal Low Arousal
Positive
Awe
Excitement
Amusement
Contentment
NegativeAnger
Anxiety
Sadness
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1. The Challenge plot
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2. The Connection plot
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3. The Creativity plot
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Further reading
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Stay in touch
For these slides, or to just swap stories,
email me at stephen@catsnake.com
Twitter @StephenFollows
Visit the CharityComms website to
view slides from past events, see
what events we have coming up
and to check out what else we do:
www.charitycomms.org.uk
23 September 2016
London
#CCsmallcharity
Small charities
communications
conference
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