Guide cover - Title reads 'How to Tell Compelling Stories that Move People to Action: Narrative Handbook'. Logo of Australian Conservation Foundation on bottom right. Photo of people having a campfire at night under gum trees.

How to Tell Compelling Stories that Move People to Action: Narrative Handbook

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Introduction

The Australian Conservation Foundation’s (ACF) handbook is the result of over a year’s qualitative and quantitative research on the discourses of the environment movement, industry, government, media and pop culture. The ACF workshopped draft narratives with people from the ACF community and beyond and decided to share their important research and learnings with everyone through this handbook.

This handbook introduces some key principles, techniques and tools so you can craft a compelling narrative that will motivate and mobilise communities.

It will help you create a coherent story that can engage and strengthen the values that will, over the long term, engage more people more strongly in our cause.

It provides the building blocks to construct a narrative in any situation and provides a methodology based on a bank of evidence and practice, so you can respond as new communications challenges arise

The handbook will help you learn to:

  • Apply some core principles, tools and techniques to tell emotionally compelling stories
  • Speak from our moral perspective using the right frames, values and metaphors
  • Shift the public conversation and take people where you want them to go
  • Engage and strengthen the values that will, over the long term, engage more people more deeply

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