Article
Storytelling as a Tool for Change with Kaitlin Yarnall
The S2G Podcast • Ep. 23
Storytelling as a Tool for Change with Kaitlin Yarnall
Published
Categories
When the world seems so deeply divided, how can we step across barriers and preconceived notions to build avenues for conversation and collaboration? In this episode, 
Kaitlin Yarnall, Chief Storytelling Officer at National Geographic, argues that storytelling could hold the key.
National Geographic has become synonymous with eye-opening, awe-inspiring, perspective-shifting storytelling. They have been honing the craft for well over a century, telling stories that have helped to alter perceptions, build coalitions, pass legislation, and ignite movements.
Kaitlin shares the components for effective storytelling, from the narrative elements to tapping into the right emotions and having a clear understanding of your audience and how to reach them. At S2G, we consider storytelling to be one of the key ingredients for the climate transition. This episode so beautifully illuminates the potential of storytelling and how to tap into its power to move audiences and bring more people into the conversation.
Key Takeaways
-
Kaitlin shares some of the research behind which emotions drive people to action. While fear, shame, and anger can motivate someone to act in the short term, emotions like awe, wonder, and hope can get people to think and act differently in the long term.
-
According to Kaitlin, we need to bring characters into science stories, get creative with communicating scale, and maybe even do a little reframing of the scientific method.
-
As Kaitlin says, “The audience is everything.” It is not enough to say you are creating something “for the public.” We have to have a very clear understanding of who we’re speaking to and what they will relate to.
-
Kaitin has a very simple message for those of us trying to communicate and educate about climate: We have to try harder. Polar bears don’t move everyone. We have to reframe the conversation based on what different communities care about.
-
Find the visuals, know the audience, and don’t forget the humor.
