Stories make an impact and are memorable because they connect on a personal level. Social good brands need to use the power of visual storytelling to motivate people to be a part of their cause or donate to them or buy from them. They should focus on the 6 Ps- People, Process, Person, Product, Place and Power of Vision of storytelling to create real, positive and meaningful visual stories.
What will a compelling story get you?
Visual Storytelling can be primarily employed to achieve any of the following essential goals of social good brands
- Attract New Donors
It is not enough for non-profits to just invoke sympathy. They need to think of ways to motivate their target audience to participate in the cause through their donations. World Water Day Video from charity: water, with a 15-second ad prelude at the beginning, earned $10,000 in donations in a single day, majorly due to YouTube placing it on its home page. The ad took users to its Donate page. Charity: water is one of the most evolved social good brands which have mastered the art of effectively using visual storytelling to inspire its donors to become its active & energetic ambassadors.
- Bring About Awareness or a Change in Attitude Towards an Issue
Rahmi Carolina, a 22 yr-old Indonesian student, took to blog and social media to draw the government’s attention to the increasing contamination of breathable air and reducing forest cover. Based on her account of the constant haze that is polluting the environment of Indonesia Greenpeace shared the story of families whose livelihoods have been impacted by the forest fires in palm plantations in Sumatra Island. Through their story, Greenpeace has been trying to draw attention and active participation in appealing to the government to take immediate steps to curb this deterioration of the past 18 years.
- Motivate people to take specific action (plant trees, join as volunteers, donate books etc.)
A compelling and thrifty video by Watershed Management Group(winner of the 5th annual YouTube Do Gooder non-profit video award) , It is in your hands, appeals to the masses by educating them about the tippy tap, a low cost, low tech, low water, hands-free device to promote hand washing with soap. Its aim is to ensure personal hygiene among all and save lives of upto 1.2 million children every year.
- Show impact to investors
At Tanapalli, 140 kms from Chennai, social entrepreneurs Piyush and Koushik have developed & deployed ‘Gau Gas’, a new age, innovative and low cost Biogas system. By using the waste from cattle farms, the duo from SustainEarth aim to deliver ‘Clean, Affordable & Reliable’ cooking fuel to millions of rural communities in India thus making them independent and self-sufficient in their energy needs. Watch the story of their impact here.
Motivating people to work towards a common goal requires, painting an inspiring yet thread bare account of the reality, and the vision towards a promising future along with the challenges being faced. Real, untouched, non-fabricated yet artful visuals of positively impacted communities can create sustained interest and participation in the cause of a social good brand.