“Everything is story. It’s in the clothes we wear, the brands we buy, and the communities we’re part of. Every choice we make tells a story about who we are and what we value — as designers, entrepreneurs, and changemakers.” — Cindy Fleur
Led by Cindy Fleur from The Business of Culture and Joi Lee from Earthrise Studio, the WDCD Storytelling Masterclass was a theoretical and practical lesson on the ways to use narrative as an agent of change, delivered by two experts in the field. Because storytelling isn’t just creative, it’s strategic.
WHY DOES STORYTELLING MATTER?
Many of us sideline storytelling as the sole remit of writers. But historically, storytelling is how vital information has been communicated in a more consumable, and therefore effective, way. Storytelling, Fleur argued, should be seen as a vital instrument in the changemaker’s toolbox. It impacts strategic direction, shapes consumer perception, and helps to build memory around a brand or initiative. Stories are an agent of change.
Stories can serve as the bridge between what has been created and how it lives and is received in the world. When people understand a message, they’re able to convey that message to others, organically growing its reach. And when that story speaks to a real need, it has greater relevance and resonance.
Stories can have a direct impact on improving justice, awareness raising, and behaviour change. They are not white papers or project reports: they are not supposed to be purely explanatory. Stories open up your work and invite people to share, think about, and participate in it.
WHAT MAKES A STORY EFFECTIVE?
A great story is one that is clear, knows exactly what it is communicating, speaks to a real need, lands in the moment, and offers true value. The best stories operate on both emotional and intellectual levels, providing connection, energy, and new mental models.
In a saturated attention economy, stories that speak to a specific era, trend, or concern are more likely to resonate. Timing is key — it can elevate a minor insight into urgent relevance.
To capture meaningful attention, offer value in return: emotional, intellectual, or practical. People remember what moves, helps, or changes them. An effective story provides inspiration, clarity, a solution, or hope.
GET EMOTIONAL
Stories need to be felt, not just understood. 98% of all decisions are made by our emotional, automatic brain, so logic alone isn’t enough. Stories guide us through why something matters, activating emotional pathways for action and change.
Even powerful ideas fall flat without connection. It’s not just about building things, but building meaning. A story can turn interest into will — and that’s the true value: fuelling the drive to act.
TELLING UNTOLD STORIES
Using the Untold Stories campaign for the Rijksmuseum in which she was responsible for the strategy in a previous role at Boomerang Agency as a case study, Cindy Fleur showcased how storytelling inspired a broad audience to engage with Dutch history of slavery.
She broke the campaign down into:
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Audience
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Context
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Reason
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Message
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Structure
These insights became one cohesive story.
To engage both regular and new museum-goers in a polarized society, a Netflix-style video trailer was created. By spotlighting untold stories rather than the heaviness of the topic, the campaign invited curiosity and participation — outperforming traditional strategies.
YOUR CORE STORY
“What’s the story within your work that the world needs to hear?” — Joi Lee
Fleur and Lee helped participants craft a core story — more than a tagline or elevator pitch, it’s the foundational narrative of an initiative.
The five principles of story:
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Audience: Who are you telling your story to? Why should they care?
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Reason: Why now? What are you trying to inspire, inform, or mobilise?
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Context: What is the societal or cultural backdrop shaping this story’s tone and urgency?
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Message: What is the one key takeaway?
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Structure: What format (written, video, short/long) best serves it?
STORIES WITH PURPOSE
Joi Lee, Head of Editorial at Earthrise Studio, leads a storytelling studio focused on the interrelationship between people and planet. Earthrise promotes a Theory of Change: storytelling shapes culture, and culture shapes policy and systems.
Purposeful storytelling must ask:
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Who is it for?
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What are you trying to achieve?
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How will you ensure your message resonates?
In an era of disconnection, Earthrise seeks to restore the sense that human nature is nature — empowering audiences to act by making complex ideas more accessible and personally relevant.
TIME FOR CHANGE
“Climate change is the biggest story journalism has never successfully told.” — Joi Lee
98% of environmental stories use negative framing, causing disempowerment. Over 55% of youth think humanity is doomed.
Instead, stories must empower. The climate crisis is both a cause and symptom of disconnection. Connection is a choice and a powerful action.
Be aware of narratives that disempower or distort. As storytellers, our task is to challenge fear, amplify connection, and drive change.
Facts → Feelings → Action. That’s the chain reaction storytellers must spark.
TOP TIPS
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Make content people want. Use audience surveys. Short explainer videos help explain complex topics.
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Human-first stories resonate. Highlight real-world impact. Embed stories in specific cultural contexts.
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Community power matters. Help your audience answer “What now?” Don’t just educate — spotlight solutions.
The age of awareness is over. The age of action is here.
Storytelling is one of the most powerful tools we have to get people thinking, feeling, and creating real, lasting change.
Words by Rebecca Took, freelance writer, poet and editor based in Amsterdam, NL