Who, specifically, can take that action?
4 September 2023
One of the most important tasks in crafting an effective story campaign is to identify the individual(s) or group(s) whose action or behavior change will be most important to helping you achieve your goal.
These are for whom your story should be designed for and shared with.
Unfortunately, effective change strategies won’t have just one answer, one action or one actor (group) to answer this question. As you think about who your story is for, consider what action they can take that will make the specific change you are working toward.
If you can’t identify that action, you may need to think more narrowly about who your story is for. You’ll also need to branch your answers for the following questions because a one-size fits all answer will reduce the efficacy of your campaign.
Once you’ve identified whom your story should be targeted toward, you may start to customize. In this, we ask that you become an expert not only in the topic of which you are sharing, but also in whom you are sharing it with. Channel your inner ethnographer as you work to answer the questions in the next few modules.
Note: You may need to answer modules 2.5-2.12 for each of the identified actors from 2.4. You may copy and paste the queries in the editable document or print out multiple pages of the PDF worksheet.
These are for whom your story should be designed for and shared with.
Unfortunately, effective change strategies won’t have just one answer, one action or one actor (group) to answer this question. As you think about who your story is for, consider what action they can take that will make the specific change you are working toward.
If you can’t identify that action, you may need to think more narrowly about who your story is for. You’ll also need to branch your answers for the following questions because a one-size fits all answer will reduce the efficacy of your campaign.
Once you’ve identified whom your story should be targeted toward, you may start to customize. In this, we ask that you become an expert not only in the topic of which you are sharing, but also in whom you are sharing it with. Channel your inner ethnographer as you work to answer the questions in the next few modules.
Note: You may need to answer modules 2.5-2.12 for each of the identified actors from 2.4. You may copy and paste the queries in the editable document or print out multiple pages of the PDF worksheet.
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