Story Based Messaging

Established in 1995, the World Trade Organization (WTO) is a powerful

new global commerce agency, which transformed the General

Agreement on Tariffs and Trade (GATT) into an enforceable global

commerce code. The WTO is one of the main mechanisms of corporate

globalization. Under the WTO's system of corporate-managed trade,

economic efficiency, reflected in short-run corporate profits, dominates

other values. Decisions affecting the economy are to be confined to the

private sector, while social and environmental costs are borne by the

public.

(from Public Citizen)

Conflict / Drama / Plot(Heroes/Victims, Point of View heightens

drama)

Sympathetic Characters(Protagonist to identify with, relate to)

Show Don’t Tell (Be specific. Paint a picture with words.)

Foreshadow(Show the future, provide destiny)

The Elements of a Good Story

“Loots” “Finds”

Elements of a Story-Based Strategy

- Engages Peoples Values

Frame the Conflict Draws our attention to particular details of the story

and avoids others outside the frame

Amplifies the Voices of Impacted Characters Stories speak to us through relevant Spokespeople

Show Don’t Tell -- Engage Peoples Values A good story emphasizes values and imagery over data

Foreshadowing --Shows the Future/Offer Vision

People will only go someplace that they have first been to in their minds

Talking Points – Tar Sands Action

If President Obama approves the Keystone XL he is locking us into decades of climate changing pollution at the exact time when we need courageous leadership to change the status quo.

Civil disobedience is a time-tested tactic to express concern over the most serious issues. Protecting our water, land, and climate certainly qualifies as a serious issue.

President Obama promised action on the climate and clean energy. Now is the time to make good on those promises.

Talking Points – Aviation Justice Express

The Aviation Justice Express is a coalition of airport watchdog, climate action, and sustainable transportation groups and activists.

Aviation is responsible for 5% of the total human impact on the climate.

Airport neighbors face higher cancer rates and tremendous noise impacts.

Flying in the U.S. now means radiation, gropings, and no-fly lists