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Storytelling and Campaigning

How to craft an effective, engaging and inspiring narrative.

MAIKE GOSCH
JULIUS VAN DE LAAR BERLIN | APRIL 17TH | 2011

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Goal to establish a connection...
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between the speaker
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and an audience.

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and an audience.

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and an audience.

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...but how?

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Storytelling
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Stories are a way of
presenting and organizing
information.

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But its also more...

Stories are also how we


convey feelings and emotions
- how we inspire others.

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They can be about:

‣ Challenges ‣ Fears
‣ Insecurities ‣ Injustice

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Most importantly:

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Be Honest.
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Vulnerable
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www.ItGetsBetter.org
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It gets better - Apple employees

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Stories spark a revolution

Mohammed
Bouazizi

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Egypt: Wael Ghonim

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Theory

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Movie Story Arc

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Movie Structure

Exposition Conflict Resolution

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Movie Structure

Exposition Conflict Resolution

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Campaigning Arc

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Campaigning Arc

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Call To Action

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Campaigning Story Arc

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Call To Action Set Up
Change

Exposition Conflict Choice

Vision
Aspiration Status Quo

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Campaigning Story Arc

Crisitunity

Theory of Change

Call To Action

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Campaignng Story Arc

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Call To Action

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Call To Action

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David Plouffe
What they say about you
Email by Obama campaign manager David
Plouffe in response to the Republicans'
attacks on Wednesday night:
Dear Julius,

I saw John McCain's attack squad of negative, cynical


politicians.

They lied about Barack Obama and Joe Biden, and they
attacked you for being a part of this campaign. But worst
of all -- and this deserves to be noted -- they insulted the
very idea that ordinary people have a role to play in our
political process.

You know that despite what John McCain and his attack
squad say, everyday people have the power to build
something extraordinary when we come together. Make a
donation of $5 or more right now to remind them.

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Online Fundraising

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Online Fundraising

1 E-Mail

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Online Fundraising

1 E-Mail
12 Million Supporters

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Online Fundraising

1 E-Mail
12 Million Supporters
24 Hours

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Online Fundraising

1 E-Mail
12 Million Supporters
24 Hours
$22 Million Dollars

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Online Fundraising

1 E-Mail
12 Million Supporters
24 Hours
$22 Million Dollars

Donnerstag, 28. April 2011


MAIKE GOSCH
maike@dekeyserandfriends.org

JULIUS VAN DE LAAR


julius@juliusvandelaar.com

Thank you.

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