Storytelling and imagery: lessons from running successful environmental campaigning

Particularly when we're dealing with decision makers that are disconnected from the area, who may not normally have a connection to nature or the things that we're trying to stand for in our communities and society.

It’s a way to make people see the value of joining your campaign and wanting to protect those things. 

When you're constructing campaign communication materials, whether that be a social media post, a little video, writing an op-ed or an essay or an email to send out to your supporters - try to think about it like a story. 

Think about the journey that you want to take your readers or listeners on. Ultimately your communications are for them, and it's not about you conveying facts or you telling them how you think they should think, or trying to be overtly persuasive.

Think about the great stories that have moved you, whether that be an amazing film or other social movements that are out there. Think about that journey that people get taken on when they engage with good content, and how it's putting the reader or the viewer in the middle of that story. 

It's not about you, the campaigner, being the hero of this narrative. It's about the person you want to engage and that member of the community that you're asking to step up. The person you’re asking to give some of their time, to put their voice behind your campaign, they're the hero and you've got to articulate what role they can play and why your cause matters.