3.3 cross-cultural story-based marketing - national … · 3.3 cross-cultural story-based marketing...
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Workbook3.3PersonCentredPracticeAcrossCultures
Cross-culturalstory-basedmarketing–1story@atimeJuly2016
futuresUPFRONT
ThisworkbookhasbeendevelopedforNationalDisabilityServicesby:BarbelWinter,ManagingDirector,futuresUpfrontandMariaKatrivesis,ConsultantandTrainerFirstpublished(July2016)©futuresUpfrontFormoreinformationandforpermissiontoreproducepleasecontact:futuresUpfrontemail:[email protected]:www.futuresupfront.com.auProducedbyNDSNSWLevel18,1CastlereaghStSydney,NSW2000FundedbyNSWDepartmentofFamilyandCommunityServices.©ThispublicationiscopyrightAllrightsreserved.ExceptasprovidedintheCopyrightAct1968(Commonwealth),nouseofthiswork,whichiswithintheexclusiverightofthecopyrightowners,maybemade.ContactNDS0292563100ndsnsw@nds.org.auwww.nds.org.auAboutNationalDisabilityServicesNationalDisabilityServicesisthepeakbodyfornon-governmentdisabilityservices.Itspurposeistopromotequalityserviceprovisionandlifeopportunitiesforpeoplewithdisability.NDS’sAustralia-widemembershipincludesmorethan1000non-governmentorganisations,whichsupportpeoplewithallformsofdisability.NDSprovidesinformationandnetworkingopportunitiestoitsmembersandpolicyadvicetostate,territoryandfederalgovernments.
Table of Contents
1. Preface 21.1 Howtousethisworkbook 21.2 Whatisthisworkbookabout 31.3 Outcomes 31.4 Whoisthisworkbookfor 31.5 Howlongwillittaketocomplete 3
2. TheWorkbook 42.1 Story-basedmarketing 42.2. Whatmakesagoodstory? 52.3 Tellingstoriescross-culturally 10
3. Conclusion 13
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1. Preface
ThisworkbookispartofaseriesofresourcesforthedisabilityservicessectordesignedbyfuturesUpfrontforNDSwithfundingprovidedbytheNSWDepartmentofFamilyandCommunityServices;Ageing,DisabilityandHomeCare.
Theworkbooksinthisseriesare:
1.IndividualPractices–workingwithpeoplefromCALDbackgroundswithdisability
1.1Empathy–apracticetoconnectacrosscultures
1.2Activelistening–unconditionalpositiveregardacrosscultures
1.3Choicemaking–cross-culturaldifferencesandwhatcanwelearnfromthem
1.4ReflectivePractice–whydifferentpointsofviewmatter
1.5Workingeffectivelywithinterpreters
2.OrganisationalPractices–buildingaculturallyresponsiveorganisation
2.1Terminologyanddata–aguidetounderstandingculturaldiversityanddisability
2.2Makingthebusinesscase–whydiversityisgoodforbusiness
2.3Aculturallyresponsivepersoncentredorganisation–keyelements
2.4Leadingtowardsculturalresponsiveness–apracticalguideformanagers,teamleadersandcoaches
2.5Buildingadiverseworkforce–practicalstrategies
2.6Valuingbilingualworkers–strategiestorecruit,trainandretain
3.CommunityEngagement–workingalongsidediversecommunities
3.11Community@atime–culturallyresponsivecommunityengagementprinciplesandelements
3.2MakingLinks–networkingwithCALDCommunities
3.3Cross-culturalstory-basedmarketing–1story@atime
Thisworkbookispartof‘CommunityEngagement–workingalongsidediversecommunities’.
1.1 Howtousethisworkbook?
Thisworkbookcanbeusedinmanydifferentways,including:
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´ Asaself-pacedlearningprogrambyanindividual
´ Asaself-pacedlearningprogramforagroup
´ Aspartofformaltrainingorganisedbyanorganisation
´ Aspartofcoachingandmentoring
Thisworkbookincludesexercisesandopportunitiesforreflections(whenworkingbyyourself)ordiscussions(whenworkingwithothers).
Thereisplentyofroominyourworkbooktotakenotesandmakecomments.
1.2 Whatisthisworkbookabout?
Thisworkbookbuildsontheideaofstory-basedmarketingasapowerfulpersoncentredtoolforcommunicatingmessagesandmarketingtoindividuals.Basedonthecommonelementsofstorytellingacrosscultures,itgivesyouaframeworkandsomeideastomakeyourmarketingmuchmorerelevantandattractivetoculturallydiverseaudiences.
1.3 Outcomes
Bytheendoftheworkbookyouwillbeableto:
´ Understandstorybasedmarketing
´ Identifysomecommonelementsofgoodstorytelling
´ Tellingstoriescross-culturally.
1.4 Whoisthisworkbookfor?
´ Peopleinanorganisationinterestedinmarketingtheirorganisationtoculturallydiversecommunities
´ Peopleinanorganisationchargedwithwritingmarketingandpromotionmaterials
´ Anyoneinanorganisationwantingtopromotetheirorganisationtopeoplefromdiversecommunities.
1.5 Howlongwillittaketocomplete?
Thisworkbookshouldtakeabout30-45minutestoworkthrough,longerifyouwatchallthevideos
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2. The Workbook
Themainpartofthisworkbookisdividedintothefollowingsections:
´ Story-basedmarketing
´ Whatmakesagoodstory?
´ Tellingstoriescross-culturally
2.1 Story-basedmarketing
Inthedisabilitysectorlikeallotherhumanservices,wehaveseenanincreaseinmarketingofservices,partlyinpreparationforindividualisedfundinginamorecompetitivemarketplaceopentothechoiceofcustomers.
Story-basedmarketingistheideathatanorganisationcanengagewithits(potential)customersthroughthepowerofstories.Truthfulstoriesofyourworknotonlyengendertrust,butalsopowerfullydemonstratethevalueofyourwork.Effectivestory-basedmarketingisnotsimplytellingpeoplewhatyoudoandhowyoudoit,butalsoshowingthem.
Inthenot-for-profit,for-purposesector,manyofthestoriesthataretoldareaboutpeoplewhobenefitfromourservices.
Video
Havealookatthisstory:http://www.benevolent.org.au/about/our--story
TheBenevolentSocietyistheoldestnot-for-profitinAustralia,theytellus:
Our story is Australia’s story.
“ImagineanAustraliawithoutfreelegalaid,wherechildlabourisstillwidespread,wherethereisnooldagepensionandnospecialistmaternitycare.You’vejustimaginedanAustraliawithoutTheBenevolentSociety.
Ourstoryisthestoryofthenurses,thesocialworkersandthecarerswhosupportedpeopleintimesofneed.It’sthestoryofthethousandsofpeoplewhodonatedtimeandmoneytohelpushelpothersandtheadvocateswhofoughtforsomanythingswetakeforgrantedtoday.
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Rightfromthestart,we’vebeenthereforanyonewhoneedsus,attheheartofchange”.1
ThestorybytheBenevolentSocietyisastorybasedonitshistory.ItpowerfullytellsthestoryoftheworkoftheBenevolentSociety.Theimagesofpeople(whoyouwillnoticedonothaveavoice)areusedheretopersonaliseandtolinktheworkoftheBenevolentSocietytothosewhohavebenefitedfromthework.
Video
ThinkaboutsomeoftheNDISvideosandstoriesyoumighthaveseen,forexample:http://www.ndis.gov.au/people-disability/videos-and-stories
AllofthesestoriesarefocusedontheindividualandaretoldtoillustratetheworkoftheNDIS.Andcertainlybecauseitisallabouttheindividualthisformatworks.
Aquickglanceoveradozenorsowebsiteswillshowthatmanydisabilityservicesorganisationsnowmarketthemselvesthroughstories.
Workbook Exercise
Havealookatsomedisabilityserviceswebsites.Whataresomeofthedifferentkindsofstoriesyoucanfind?Whydotheywork/don’tworkforyou?
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2.2. Whatmakesagoodstory?
Thefollowinginfographicisagreatdescriptionofwhatmakesagoodstory.
1BenevolentSociety;http://www.benevolent.org.au/about/our--story#sthash.jg3wzj0L.dpuf
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Lookingattheinfographiconthepreviouspage,herearesomeofthe
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Lookingattheaboveinfographic,somequestionsyoumightliketoaskyourselfwhenreading,listeningto,orwatchingastoryare:
´ Doyoutrustthestoryteller?
´ Istheredrama?
´ Canyouputyourselfintothestory?
´ Isitsimplebutstrong?
´ Didyouworkoutthemeaningyourself?
´ Didthestoryseemfamiliar?
How I overcame episodic disability challenges and returned to full time work
ByDanO’Reilly,27April2016
(Pleasenotethatallreferencestotheorganisationhavebeenremoved,butthenameoftheauthorremains)
“Eighteenmonthsago,whenIfirststartedusingxxxEmploymentService,Iwasn’treadytostartworkbecauseIhaveepilepsyandfracturedsixvertebraeduringtwoseizures.
ThestaffthatsupportedmeatxxxunderstoodthatIneededrehabilitationandassistancetore-entertheworkforce.Theyworkedasateamandhelpedmewiththingslikewritingacoverletter,buildingmyresumeandpracticingmyinterviewskills.
Finally,afteralotofpreparationandrehab,Iwasfinallyreadytohaveagoatreturningtowork.
Istartedapplyingforjobsandsoonafterthesearchbegan,xxxstafftoldmeaboutanewjobopportunitythathadcomeupwithinxxx.Ilookedatthepositiondescriptionandwentthroughtheapplicationprocessjustlikeanyothercandidate.
Aftergoingthroughtheinterviewstageandbeingshortlisted,IwasstokedtohearthatIwasselectedforthepositionofCustomerContactAdvisor.
InthisroleIgettochatwithxxx’scurrentandpotentiallyfuturecustomersaboutanyenquiriestheyhave.I’malsoabletohelpthemgetinformedabouttheNationalDisabilityInsuranceScheme(NDIS),chatabouttheirgoalsanddiscusswhattheyhopetoachievebyusingourservices.
I’velearntsomuchalreadyandamenjoyingmynewrole.MymanagerKatieisanexcellentteacherandIamlovingbeingbackatwork.IfeellikeI’mpartofsomethingnow,asopposedtobeingverymuchremovedfromsocietyforanexpandedperiodoftime.
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MyseizuresarenowwellmanagedandcontrolledwiththerightmedicationsoIdon’tseemyepilepsyasanissueaffectingmyjobinamajorway.
TheNDISisabigchangeandsomepeopleareunderstandablynervousaboutit.I’mlookingforwardtohopefullybeingabletomakethingsabiteasierforpeoplewhocontactusandseeinghowtheservicesxxxofferscanworkwithpeopleonachievingtheirgoals.”
Workbook Exercise
CanyouidentifythedifferentstorytellingelementsinDan’sstory?
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Anotherwayofunderstandingstoriesistolookatthebigstoriesofdifferentcultures.JosephCampbell,anAmericanscholarwhostudiedmythsandstoriesacrosscultures,didjustthat.Oneofhismostfamousbooks:TheHerowithaThousandFaces2describesthehero’sjourneyormonomythasacommonthemeusedbymanyculturestotellstories.
AMonomythbasicallygoeslikethis:an(ofteninitiallyreluctant)herogoesonanadventure,experiencescrisisandcomeshometransformed.
ThinkaboutBuddhameditatingundertheBodhitree.ThinktheIsraandMi’raj,thenightjourneyofMohammad.ThinkJesusinthedesertfor40days.ThinkHomer,GilgameshandHarryPotter.ThinkDorothyinthe
2Campbell,J.(1949)TheHerowithathousandfaces
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‘WizardofOz’,Simbainthe‘LionKing’,Katnissinthe“TheHungerGames’.AndofcourseLukeSkywalkerin‘StarWars’.Theyareallmonomyths.
Video
Foragreatexampleofusingmonomythstoadvertise,havealookatthisadvertisementbyapplehttps://www.youtube.com/watch?v=nmwXdGm89Tk
Think different
"Here'stothecrazyones.Themisfits.Therebels.Thetroublemakers.Theroundpegsinthesquareholes;theoneswhoseethingsdifferently.They'renotfondofrules,andtheyhavenorespectforthestatusquo.Youcanquotethem,disagreewiththem,glorifyandvilifythem.Abouttheonlythingyoucan'tdoisignorethe.Becausetheychangethings.Theypushthehumanraceforward.Andwhilesomemayseethemascrazy,weseegenius.Becausethepeoplewhoarecrazyenoughtothinktheycanchangetheworldaretheoneswhodo."3
Manyofthestoriesoflargecompaniesandtheirsuccessaretoldthroughthe‘journey’oftheirleaders:SteveJobsandApple,RichardBransonandVirgin,AnitaRoddickandtheBodyShop.
Workbook Exercise
ThinkingaboutDan’sstory“HowIovercameepisodicdisabilitychallengesandreturnedtofulltimework”above.WhatdoyouthinkarethecommonalitiesbetweenthestorywrittenbyDanandtheHero’sJourney/monomyths?Doyouthinkthesekindofstoriesworkandifso,why?
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3Appleadvertising:ThinkDifferent;https://www.youtube.com/watch?v=nmwXdGm89Tk
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2.2 Tellingstoriescross-culturally
Usingtheinfographicaboveandtheideaofthemonomyth,itmightnowbeeasyenoughtopulloutthekeyelementsthatmakeastoryworkcrossculturally:
Trustinthestoryteller:Whatisyourcredibilityindiversecommunitiesorevenwithaparticularcommunity?Doyouhaveanystanding?Whatdoesthecommunityknowaboutyourorganisation?Ifyouhavelittlestanding,buildingawarenessandtrustaboutyourorganisationmightbeoneofthereasonstostarttellingstoriescross-culturally.
Drama:Thinkingaboutthestructureofthemonomyth,theHero’sjourney.Whatelementsarethereinyourstorythatbuildontheideaoftheoftenreluctantresponsetoacalling,ajourneyoftransformationandaheroicreturn?Criticalhereisthatadramaticstoryneedstohavesomeupsanddowns,butpleasebeawareofwhatStellaYoungandothershavecalled‘inspirationporn’whenitcomestotellingstoriesaboutpeoplewithdisability.4
Relatability:Cantheaudiencerelatetothestoryyouaretelling?Canpeopleidentifywiththestory?Inthiscontext,itmightbeimportanttopointoutthatpeoplefromaparticularculturalgroupmightnotneedtoseethemselvesortheirspecificcommunityinthestoryinordertoidentifywithit.Butwhatpeoplemightneedtoseeisthatadiverserangepeopleareincluded.
Immersion:Ifpeoplecanputthemselvesintoastoryithasmoreimpact.Immersionissimilartorelatability.Whenpeoplecanrelatetoastorytheycanmoreeasilyimmersethemselvesinit.Immersioniseasierifthestorydescribesenvironmentsthatarefamiliartous;justliketwomoonsandpurplesoiltellsusthatweareonanalienplanet.Thinkaboutwhatyoucanbuildintoastorytomakeitmorefamiliarand,therefore,easiertorelateto.Culturalsignifiers,descriptionoffoodsorrituals?OneofthemorepopularmethodsweseeinstoriestoldbyorganisationsaboutpeoplewithdisabilityistousenamesthatclearlyindicatethatsomeoneislikelytobefromaCALDbackground,butoftenthatisalltheydo.
Familiarity:Again,similarlytothetwoelementsabove,ifastoryfeelsfamiliarithasmoreimpact.
4YoungStella:I’mnotyourinspiration,thankyouverymuchhttps://www.youtube.com/watch?v=8K9Gg164Bsw;CaraLiebowitz:Explaininginspirationporntonon-disabledpeoplehttp://thebodyisnotanapology.com/magazine/explaining-inspiration-porn-to-non-disabled-people/
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Findingstorieswrittenbydisabilityorganisationsthatareexplicitlytargetingacross-culturalaudienceseemsalmostimpossible.Lookingatotherareas,hereisastorytoldbyaSouthIndianwomanforthePinkSariProject,agroupaimingtoraiseawarenessaboutbreastscreeningamongIndianandSriLankancommunities,asthosecommunitieshaveoneofthelowestbreastscreeningrates.
Gladys Roach “In1965,ImovedtoAdelaidewithmyhusbandNevillefromMangalore,SouthIndia.Withaneagernesstofitinwiththelocals,Iwentdoor-to-doorsellingAvonwearingawesternfrock.Theneighboursjustpeepedthroughtheircurtains,buttheyneveransweredme.
Iwasdisheartened,andIwasallsettogiveuponthenewcareerwhenmyfriendsuggestedditchingthewesternfrockandputtingonmysariinstead.Iwasabitapprehensive,butIdecidedtogiveitago.Deckedoutinabeautifulsari,Ireturnedtothosefamiliardoors,andmuchtomysurprise,theywelcomedme,andevenofferedteaandbiscuits!
EversinceIlearnedthatmysaricreatedintrigueamongstpeopleandbecameaconversationstarter.
ImaginemyshockwhenIlearnedIhaveatumourinmybreast,ThereIwas,wantingtoliveanormallifelikemostpeople,andallofasudden,thedreadfulnews!ItwassodeepthattheyonlydetecteditwhenIwentforamammogram.
Withearlydetection,Ionlyneededtohaveradiotherapy.Thankfully,Iamcancer-freetoday.Icanstillrelatetothetraumaandtragedyrelatedtobreastcancerfirsthandafterlosingmydaughtertothediseaserecently.
Iwentthroughadifficulttimewithmytreatmentandtheonlythingthatsustainedmethroughouttheordealwasmyfamily.
Now,itismymissiontoencourageeverywomantomakesuretheygettestedregularlyandtobeintunewiththeirbodies.ThisiswhyIhavedecidedtosharemystoryandsupportthePinkSariProject.”5
5PortraitsinPink,http://pinksariproject.org/Support_us.aspx?ID=6
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Workbook Exercise
InGladysRoach’sstoryabovecanyouidentifywhatworksintermsofrelatability,immersion,dramaandfamiliarity?Doyouthinkthestoryworksanddoyouthinkitspeakstothetargetaudience(womenfromSouthernIndiaandSriLanka)andachieveitspurpose?
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3. Conclusion
Thisworkbookaimedtoassistyouinunderstandinghowtotellcross-culturalstoriesofyourorganisationtoconnectwithandmarkettocross-culturalaudiences.
Youmayalsowanttohavealookattheothertwoworkbooksintheserieson“CommunityEngagement–workingalongsidediversecommunities”tolearnmoreaboutengagingwithdiversecommunities.
Reflections
Whataresomeofthetakeawaymessagesfromthisworkbook?Aretherethingsyoudisagreewith?Wastheresomethingthatsurprisedyou?
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