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Using Story for Effective Animal Advocacy

Posted by on Mar 3, 2015 in Writing | 1 comment

Most fiction writers know that a good story is the key to a memorable book, article or screenplay. But business leaders and marketing specialists have been using the art of storytelling for years as a motivational tool. They realize that stories drive transformational change by putting facts into an emotional context. In the short, instructive video below, Jennifer Aaker, Professor of Marketing at Stanford University’s Graduate School of Business, discusses a University of Pennsylvania study on how to best raise money for the Save the Children Foundation. Two versions of a marketing pamphlet were created. The first provided statistics about the magnitude of problems facing children in Africa. The second pamphlet provided the same statistics, but also told the story of Rokia, a little girl from Mali who faced the threat of severe hunger. What the researchers learned surprised...

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