Stories over Statistics: Engaging with Save the Children UK

 

Statistics can sometimes get lost in the background. What is much less easy to forget is a child's story.
Save the Children UK shares real stories about children who've experienced life-changing differences through access to healthcare, education and protection. Read something the organisation wrote that resonated with me recently,
Check out what we do & impact stories: https://www.savethechildren.org.uk/what-we-do
What are we trying to convey?
That storytelling is a powerful way to prompt us to care and take action, and that it is naturally a part of Save the Children's communication strategy.
Who is this post intended for?
For anyone that feels overwhelmed by stats, but responds to a human story: students, parents, colleagues and community members.
How does this apply to our project?
In marketing sense, we would use emotional appeal and narrative framing, we may write,
A day in the life of a child before receiving support;
Hunger, no school, fear...
A day in the life of a child after receiving support;
Access to lessons, safe spaces and healthcare...
We are not looking to make anyone feel guilty for what they may or may not do, we are wanting to show that change is possible and that donations or campaigning matter.
When would this be most useful?
When we are "numb" to the constant bad news. One story that someone can relate to can cut through and inspire action.
We would love to know your thoughts,
Do stories engage you more in supporting a charity than statistics?
What balance of facts vs stories would you prefer in charities communications with you or about the organisation?
Comment below! Your feedback will help our team design future posts that have an emotional connection but also maintain respectfulness and informative content.