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DESIGNING POSITIVE CHANGE
STORY
STRATEGY 101
Aren't we always telling stories?
What's the big deal?
Presented by:
Demetrio P. Cardona-Maguigad
Share the
conversation
@limeredstudio
#storystrategy
#communication #design
#socialnarrative
#nonprofit
Introduction
Who’s in the room?
What is this a picture of?
How do you know?
Culture
A matrix of shared mental maps that define how we
collectively create meaning and understand the world
around us.
Narrative Power
Inevitably, popular culture is an ever evolving,
contested space of struggle, where competing
voices, experiences, and perspectives fight to answer
the questions” Whose maps determine what is
meaningful? Whose stories are considered true?
What are some mythologies with
narrative power?
What are some mythologies with
narrative power?

• Thanksgiving
• Santa Clause
• Tooth Fairy
What about these mythologies?

• Energy & Oil
• Mother Nature
• Welfare & Poverty
How did this happen?
“The idyllic partnership of 17th Century European Pilgrims and New England
Indians sharing a celebratory meal appears to be less than 120 years-old.
And it was only after the First World War that a version of such a PuritanIndian partnership took hold in elementary schools across the American
landscape. We can thank the invention of textbooks and their mass purchase
by public schools for embedding this "Thanksgiving" image in our modern
minds.”
- Richard Greener

http://www.huffingtonpost.com/richard-greener/the-true-story-of-thanksg_b_788436.html
Dominant & Popular
Culture
As certain ideas, practices and worldviews become
normalized over time, they form a dominant or
popular culture that disproportionately represents
institutional interests and perpetuates the stories that
validate certain agendas.
This is why most of us believe this is
a cat
Elements of Story
• Conflict
• Characters
• Imagery
• Foreshadowing
• Assumptions
Join us for our Full Day
Session

• Elements of Story & Your Mission
• Narrative & Power Analysis
• Memes as Vehicles For Messages
• Messaging and Framing Your Mission
• Campaigns & Strategy Development
Did you love this webinar?
We would appreciate telling
others what you thought about
it.
You can also follow us! Sign up for our newsletter or read our blog at http://www.limeredstudio.com/
Follow us on Facebook at https://www.facebook.com/limeredstudio
Twitter at https://twitter.com/limeredstudio
THANK YOU
www.limeredstudio.com

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Story-based Strategy and Analysis

  • 2. STORY STRATEGY 101 Aren't we always telling stories? What's the big deal? Presented by: Demetrio P. Cardona-Maguigad
  • 5. What is this a picture of?
  • 6.
  • 7. How do you know?
  • 8.
  • 9.
  • 10.
  • 11.
  • 12.
  • 13.
  • 14. Culture A matrix of shared mental maps that define how we collectively create meaning and understand the world around us.
  • 15. Narrative Power Inevitably, popular culture is an ever evolving, contested space of struggle, where competing voices, experiences, and perspectives fight to answer the questions” Whose maps determine what is meaningful? Whose stories are considered true?
  • 16. What are some mythologies with narrative power?
  • 17. What are some mythologies with narrative power? • Thanksgiving • Santa Clause • Tooth Fairy
  • 18. What about these mythologies? • Energy & Oil • Mother Nature • Welfare & Poverty
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  • 21. How did this happen? “The idyllic partnership of 17th Century European Pilgrims and New England Indians sharing a celebratory meal appears to be less than 120 years-old. And it was only after the First World War that a version of such a PuritanIndian partnership took hold in elementary schools across the American landscape. We can thank the invention of textbooks and their mass purchase by public schools for embedding this "Thanksgiving" image in our modern minds.” - Richard Greener http://www.huffingtonpost.com/richard-greener/the-true-story-of-thanksg_b_788436.html
  • 22. Dominant & Popular Culture As certain ideas, practices and worldviews become normalized over time, they form a dominant or popular culture that disproportionately represents institutional interests and perpetuates the stories that validate certain agendas.
  • 23. This is why most of us believe this is a cat
  • 24. Elements of Story • Conflict • Characters • Imagery • Foreshadowing • Assumptions
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  • 26. Join us for our Full Day Session • Elements of Story & Your Mission • Narrative & Power Analysis • Memes as Vehicles For Messages • Messaging and Framing Your Mission • Campaigns & Strategy Development
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