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Storytelling for Health

Nedra Kline Weinreich
Weinreich Communications

Presented at the National Conference on Health Communication, Marketing and Media
Atlanta, GA
August 11, 2011

http://www.social-marketing.com
weinreich@social-marketing.com
@Nedra

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Storytelling for Health

  1. 1. Storytelling for Health Nedra Weinreich Weinreich Communications @Nedra
  2. 2. Those who tell the stories rule the world. - Hopi Proverb (or Plato)
  3. 3. Stories are powerful.
  4. 4. This doesn’t work.
  5. 5. Where is their attention?
  6. 6. 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
  7. 7. 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
  8. 8. Entertainment Education
  9. 9. <ul><li>• Characters the audience can relate to </li></ul><ul><li>• Ongoing relationship with characters - emotional bonding </li></ul><ul><li>• Modeling of desirable behaviors/attitudes </li></ul><ul><li>• Depicting the positive and negative consequences of behaviors </li></ul><ul><li>• Teaching knowledge & skills as part of the story </li></ul>Entertainment Education Principles
  10. 10. Transmedia Stories
  11. 11. Moving the “Fourth Wall”
  12. 12. Immersive Engagement for Change = Behavior Change Model + Good Storytelling + Ubiquitous Media + Participatory Experience + Real World
  13. 13. Transmedia for Good Facebook Group http://on.fb.me/TM4Good
  14. 14. <ul><li>Nedra Kline Weinreich </li></ul><ul><li>Weinreich Communications </li></ul><ul><li>www.Social-Marketing.com </li></ul><ul><li>[email_address] </li></ul><ul><li>Phone 310.286.2721 </li></ul><ul><li>Twitter @Nedra </li></ul>Get in touch!

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