Traditional development communication often centres on PR and impact reports, but to inspire real change, deeper and more meaningful storytelling is vitally important. Stories that resonate with audiences and address their perspectives are key to creating lasting impact.
By Catherine Mossi
In our fast-paced digital world, information lies at the fingertips of many individuals and that is why the way we share information matters more than ever. Traditionally, communication in the development sector has focused mainly on crafting stories and producing publications for public relations purposes, often limited to documenting progress and highlighting impact. However, deeper, more powerful narratives are crucial for bringing about lasting change.
The Storytelling for Development Course at MS TCDC equips the various actors in the development sector with skills and tools to communicate effectively in ways that raise the awareness of stakeholders about important issues, inspiring them to mobilise and tackle complex cultural and social issues such as climate change and gender-based violence. The course teaches participants to frame messages from the audience’s perspective, making communication more relatable and powerful.
“As a communicator, it’s essential to understand the underlying structures of your audience’s beliefs to craft a message or tell a story that truly resonates with them,” says Jonathan Tusubira, facilitator of the Storytelling for Development course.
Learn some communication and storytelling techniques from Jonathan Tusubira.
The course also introduces participants to fundamental storytelling tools, emphasising that whatever the communication product or platform, strong storytelling techniques are essential to effectively conveying a message.
“When you communicate effectively, you have the power to touch lives. A well-told, unbiased story can connect you with those affected and motivate governments to implement the right policies to address these issues,” says Obiazikwor Christiana from Nigeria.
Twenty-five professionals working in communication participated in the first Storytelling for Development learning programme at MS TCDC. Fifteen of them were Danida fellows supported by Danida Fellowship Centre. The participants worked with diverse issues such as human rights, sustainability and climate justice in government institutions, NGOs and the private sector in Ethiopia, Ghana, Kenya, Nigeria, Somaliland, Tanzania and Uganda.
Tune in to the Together for Impact Podcast about storytelling for development
