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Global Good Awards partners, Prospect Arts, have over 15 years’ experience of telling the stories that matter: whether it be eco-fuel conversations in Brussels, NHS hospitals, Tokyo high rises, Brazilian slums, and more. We caught up with them to ask why storytelling through visuals and video is such a vital part of creating positive change, show casing best practice, and even making your awards entries stand out from the crowd.
How does this make you feel?
Compare it to this…
And how about this?
Powerful imagery and video content can affect us in a heartbeat. It has the power to capture hearts and minds, to tell richer stories than we could do via words, or to shock. Images of wildfires in Ventura, California have astounded many this week, whilst pictures of Obama and Joe Bidon’s ‘bromance’ threatened to break the internet in November. Not only are they great storytelling devices, but they have the power to create change. When Alan Kurdi’s body was washed up on a Turkish beach, it changed the way the world viewed the refugee crisis and lead to a change in Canada’s policy on accepting refugees from war torn Syria. Alexander Whittle from Prospect Arts elaborates.
Has anyone noticed we are surrounded by noise?
In a world dominated by marketing propaganda, it’s becoming increasingly hard to catch people’s attention. Television adverts, direct mail, email spam…it’s all noise and it’s just getting louder and louder. To make sure your message is heard, it has to demand attention.
This shouldn’t be too hard when the subject is an issue people care about (i.e. anything to do with sustainability) but it’s still difficult. That’s where dynamic photography and beautiful films can make a massive difference to your organisation’s marketing efforts.
Strong imagery cuts through the noise
The reason imagery is such a strong marketing tool is very simple. People are moved when they can visually see the problem that is presented to them. It’s far stronger to show the devastating effects of deforestation…pollution…poverty…alongside the story of an individual, family or community that has been directly impacted. But it’s not just negative imagery that gets traction, positive tales of joy, happiness, discovery or celebration work just as well. You can even see this in your personal life. When scrolling through your Facebook or Instagram, what posts make you stop and pay attention? Nine out of ten times, it will be the ones that contain a beautiful video or strong image. They cut through all the clutter, all of the noise and all of the nonsense junk.
The response? Tell a story that moves people to act
If you are ready to create a video, the first thing you need to do is find a production company that you can partner with. They not only need to understand the ‘ins’ and ‘outs’ of your message, but should also be an extension of your own team.
At Prospect Arts, when a client comes to us with a brief, we get right to the heart of their message. Why would people want to listen to what you have to say? More importantly, what will happen if they don’t?
We then ask them what stories they have to address these questions. Perhaps it’s the story of a young boy who was robbed of his childhood and told to quit school so he can help his family make ends meet. Or maybe it’s a story that has a positive ending. A community is devastated by a natural disaster and aid is given to them to restore their buildings and homes. You can create something new but you will be surprised by how many moving stories that your company already has to work with.
Go with the story that makes your heart stir. If it doesn’t excite you, then how will it excite anyone else?
Join us at the 2018 GGA Ceremony: To celebrate excellence in social impact and sustainability (and sample our vegan wines!)
You don’t have to be an entrant to come along to the GGA ceremony! If you’re involved in social impact or sustainability, the GGA is the place to be! From our ‘eco-tie’ dress code, to our completely vegan menu, we aim to set the standard for sustainable events, and we want to share our learnings with you. Find out more about the 2018 ceremony, here>>