Session Details

Video provides a unique storytelling opportunity to connect authentically with your audience. But to find the story that will resonate, you need to meaningfully connect with the people at the heart of your project. By taking a care-centred approach to developing campaigns, you can create the connections that lead to impactful storytelling.   When developing a care-centric approach, being true to your brand is integral to connecting with diverse audiences and sharing information about challenging subjects. It means building strong, good-faith relationships with everyone involved and considering their feelings and interests in tandem with your goals, tactics and key messaging. This is especially important for those whose goals are more qualitative than quantitative, such as raising awareness or changing behaviours.   In this presentation we will look at the power of first-person storytelling and the necessity of approaching it with care and respect. Using video examples developed by Spruce Creative, we’ll discuss the process and impact of a care-centred approach.  You will get an opportunity to reflect on what makes first-person narrative feel authentic and how to help your clients meaningfully connect with their audience. After this presentation you will have an outline for crafting your own care-focused communications, for any medium.

• Understand of the meaning and value of care-centered communications, especially in the non-profit sector.
• Implement a care-centered approach that fosters meaningful connections when developing campaigns for awareness and behavioral change campaigns.
• Develope and refine a care-centered approach, particularly for video storytelling.