TREND ALERT! Are you social impact storytelling?
As we hurtle quickly towards another Olympics and Paralympics (where did January go?) sporting bodies will be turning their attentions quickly enough to how they can convert potential success at the games and the subsequent rising stardom of athletes into greater engagement with sport.
This is where storytelling comes into play. But not just any story.
Sports could take a lead from the commercial world where big multi-nationals don’t just sell brands, they sell a feeling, an emotion. Why? Because they are trying to create a connection. They are trying to resonate with their target audience. Just look at the recent DOVE Hard Knocks campaign shown during the Super Bowl. DOVE isn’t selling super soft skin, it’s selling confidence!
Social impact in sport storytelling enables you to resonate. Diverse stories and the use of athletes that reflect the many faces of our communities help people connect. Be it background, race, gender, age, location, challenge faced (and overcome) - people engage when they can see and hear themselves represented in a story.
Powerful stories can drive change, influence attitudes, break down barriers, and promote inclusivity. And it’s not hard to identify stories…
Roles models – marry athletes with the audiences you are trying to reach and inspire through stories of teamwork, resilience, and overcoming challenges.
Social Causes – show how you are raising awareness for societal issues – whether inclusion, health or environment – and spotlight how others can get involved too
Game changers – champion the unsung heroes within your sport – the volunteers, community coaches, backroom staff - who are making change possible.
Bridge builders – profile your activities that are specifically designed to engage non-typical audiences, fostering inclusivity and understanding across diverse groups.
Paying it forward – Beyond chasing medals, what are you doing to leave a lasting legacy and change lives for the better
Social impact storytelling isn’t just for this year, it should be part of your on-going campaign and content planning. We’re here ready and waiting to help, just get in touch.