Using the Power of Storytelling to Advance Social and Environmental Change
As a film storyteller, I have had the privilege of working with hundreds of incredible companies, broadcasters, NGOs, governments, and nonprofits using their gifts and influence to inspire positive behaviour shifts. One of the firms that I am inspired by is Council Fire, a global management consultancy and Certified B Corporation that helps purpose-driven organizations thrive by creating lasting economic, social, and environmental value.
I met Council Fire CEO George Chmael II at a Best for the World event many years ago. We discussed the power of film storytelling, and he shared with me his team’s use of storytelling to help their clients share important information and data that would otherwise be difficult to interpret and that seemingly lacks any soul or ability to connect with broader stakeholder groups.
We talked about ways of transforming heady data into consumable pieces of content that would have a far wider reach and impact than the traditional white papers, journals, and reports. Recently, we decided to put our theories to the test by making a film together for one of Council Fire’s NGO clients: Net Gains Alliance.
A global initiative committed to the modernization, implementation, and adoption of robust data systems, Net Gains Alliance is doing important work to support the sustainable management of ocean resources. In short, they are working to support the expansion and modernization of data collection and sharing in order to protect our vulnerable ocean ecosystems in a way that also supports the fisheries industry, which is a critical contributor to our economy and food systems. The challenge: As important as the Net Gains Alliance’s mission is to industry success, it’s hard for people to emotionally connect with data collection and sharing.
The teams at Hemmings House Pictures and Council Fire worked with the experts at Net Gains Alliance to translate hard data into a story form that would resonate and move people to act. We wanted to make a film that would serve industry stakeholders as well as inspire the general public. The film, Fishing for Data, has been received with open arms by the myriad of stakeholders who care about the future of our fisheries and oceans.
Fishermen like Kellan Patrick of the F/V Viking leader underscored the need the film highlights: “The Fishing for Data film is right on … this is not a part-time data collection project we’re talking about; it has to be ongoing. Where fish and fisheries are concerned, if you don’t constantly keep up with changing conditions, you’re swamped.”
Support from governmental agencies has been robust too, with Brett Alger of the National Oceanic and Atmospheric Administration (NOAA) commenting: “In all sectors of society, data are the oxygen in the 21st century, and fisheries science and management is no exception. Fishing for Data highlights the tremendous opportunities available to resource managers, scientists, and the fishing industry. We need to accelerate our progress, and the film offers some great examples of how to move forward.”
Leaders in the fishing industry —like Scott Coughlin of the thought leader knowledge base and community of practice EM4Fish —appreciated the range of perspectives the film captured and how it articulated the long-term benefits of the Net Gains Alliance mission: “Better data leads to more accurate stock assessments that lead to greater confidence, improved seafood harvests, and stronger coastal communities.”
The most influential stories in history are the simple ones. So many of us rely on complex data to run our businesses or lobby for the change we want to see in our communities. But if our stories cannot be told in a way that connects with people’s hearts, it will be an uphill battle winning them over. Simple, relatable stories can give soul to the data that you rely on to inspire change in the world.
— Greg Hemmings, Positive Social Impact Filmpreneur
Greg Hemmings is an entrepreneur, filmmaker, and community activist. Greg’s work focuses on how brands can inspire positive change by sharing important stories. To learn more about Greg, click here to visit his website.
This blog was written by Greg Hemmings for B The Change.
B The Change gathers and shares the voices from within the movement of people using business as a force for good and the community of Certified B Corporations. The opinions expressed do not necessarily reflect those of the nonprofit B Lab.