Storytelling and Social Change

New models for engaging individuals and communities through traditional and emerging media.
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Recent years have seen a number of effective projects using storytelling and marketing techniques to turn the needle on important social issues. In Sub-Saharan Africa, Population Media has been using radio soap operas to successfully encourage behavioral change on reproductive health issues. In India, Breakthrough has created popular music videos to raise the profile of gender-based human rights issues with a mass audience. Most recognizably, the film “An Inconvenient Truth” helped mainstream the issue of climate change.

While much of the social entrepreneurship sector focuses on service delivery and market-based approaches, there is also an important role for projects which exist solely to raise the profile of specific social problems. The use of compelling narratives and creative media allows larger audiences to understand and connect with issues; this in turn creates growing demand for market-based approaches to the same problems.

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