Storytelling Archives - Allison McCoin MPH

As marketers one of our most effective tools is storytelling. Audiences are more likely to connect with and remember a message that is associated with a story. Public health marketers can use this strategy highlight and reinforce their public health messaging.

Establishing Familiarity

As public health marketers it is important for us to establish familiarity with our brands. Communities are more likely to listen to organizations that they can connect with on a personal level. By engaging with storytelling, public health marketers can bring public health policy home and make personal for their audiences.

As public health marketers it is important to connect with our audiences and gain their trust. Audiences are more likely to connect with personal stories than generic messaging, therefore we must work to connect policy with the lived experiences of our audiences in order to promote public health.

In essence, marketing is storytelling with a purpose. Storytelling allows us to connect with the community on a deeper level–not just as potential customers, but rather as people. Stories can give the world a sense of who our brand is and what we value. One of my favorite examples is the Thank You, Mom campaign run by P&G during the Olympics. These ads are successful in connecting with their audiences with one of the most unifying life experiences, loving your mother. They are also very good at using products from the P&G family as props throughout. This campaign was effective in connecting the brand with feelings of honesty, safety, and familiarity As marketers, we are tasked with finding the right stories for our brands. The best stories will solicit emotion towards action.