Ethical Storytelling: Empowering New Narratives
Estimated reading time: 10 minutes
In a world inundated with information and messages vying for our attention, stories have become our guiding stars, leading us toward understanding, connection, and action. Ethical storytelling – well, it’s like the North Star of narratives, guiding us to create marketing and fundraising materials that are authentic, empathetic, and mindful. It’s not just about spinning tales; it’s about crafting experiences that touch hearts, amplify voices, and empower real transformation.
This post is your all-access pass to the world of ethical storytelling. We’ll define what it is, why it matters, and how to do it right. We’ll also share some top-notch resources to help you infuse your stories with impact and integrity.
Whether you’re looking to learn about this concept for the first time, needing a refresh, or ready to take a deeper dive – read on!
What is Ethical Storytelling?
Why is ethical storytelling important?
Historically, storytelling, especially in the context of marginalized communities or pressing issues, has sometimes bordered on exploitation. The focus was often on sensationalizing suffering or struggles, using shock value to attract attention. This approach not only perpetuates stereotypes but also strips individuals of their agency and dignity. Ethical storytelling disrupts this paradigm by shifting the spotlight from victimhood to empowerment.
Ethical storytelling respects the humanity of the individuals whose stories are being shared. Whether it’s a nonprofit striving to raise awareness about social issues or a brand highlighting the impact of its products, the focus is on showcasing individuals as the heroes of their own narratives.
Furthermore, ethical storytelling campaigns offer the space and platform for people to share their stories authentically, capturing their strengths and aspirations. In this way, ethical storytelling reframes the conversation, turning it into a celebration of individual voices and community experiences.
Best Practices in Ethical Storytelling
Foster Ownership and Agency
Ethical storytelling is a collaborative endeavor that values the perspectives of those being represented. It involves working hand-in-hand with individuals, communities, and/or beneficiaries to co-create narratives that are accurate, respectful, and aligned with their wishes. As a result, this collaboration fosters a sense of ownership and agency, allowing those sharing their stories to be active participants in shaping how their narratives are portrayed. This sense of ownership instills pride and confidence, transforming them from subjects to storytellers.
Amplify Resilience and Triumphs
Ethical storytelling doesn’t shy away from adversity, but it reframes it within a context of resilience, strength, and triumph. Whether it’s an individual overcoming personal challenges or a community rallying together to address societal issues, ethical narratives shed light on the journey from struggle to success. This positive reframing reinforces the idea that individuals are not defined by their hardships; they’re defined by their ability to overcome them.
Build Bridges, Don’t Exploit Differences
In a world that often emphasizes differences, ethical storytelling builds bridges. It invites audiences to step into someone else’s shoes, fostering understanding, empathy, and connection. This is a far cry from past exploitative approaches that sensationalized differences for shock value. Ethical storytelling is about celebrating shared humanity while respecting individual uniqueness.
Receive Consent and Allow for Changes
Seeking explicit consent from individuals whose stories are being shared ensures that their agency is upheld, empowering them to have a say in how their experiences are portrayed. This practice not only honors their voice and personal journey but also prevents the inadvertent perpetuation of stereotypes or misrepresentations.
Moreover, a willingness to accommodate changes demonstrates a commitment to accuracy and authenticity, acknowledging that stories are multifaceted and subject to the nuances of personal experience over time. By prioritizing story consent and embracing the potential for revisions, ethical storytelling establishes a foundation of trust, transparency, and shared authorship. As a result, narratives are both impactful and responsible.
Ethical Storytelling in Action
Streetlamp Creative is honored to have worked with a variety of nonprofit organizations and their clients, who have trusted us to share their experiences through ethical storytelling. Below are few examples of ethical storytelling in action from our portfolio. These campaigns show how well-crafted, ethical storytelling can help communities understand and connect with each other while empowering the voices behind them.
Covenant House Georgia: Back-to-School Mailed Appeal
Covenant House Georgia collaborated with Streetlamp Creative to create an annual fundraising appeal through the lens of ethical storytelling. This appeal shares the journey of one of their clients, Malik, emphasizing his achievements and aspirations. As part of this process, we participated on-site in a photo session with Malik, helping us to better understand his personality, voice, and experiences. By prioritizing Malik’s perspective, the appeal compellingly engages readers, inspiring them to contribute towards shaping Malik’s promising future.
CHRIS 180: End-of-Year Mailed Appeal
CHRIS 180 enlisted the expertise of Streetlamp Creative to construct their year-end fundraising appeal using ethical storytelling. Tracing the path of Susan and her daughter Katy, this appeal presents an empowering narrative, portraying how CHRIS 180’s clients triumphed over adversities with the assistance of the organization’s programs. In tandem, the appeal highlights the opportunity for CHRIS 180’s supporters to play a pivotal role in championing families like Susan and Katy’s.
Resources
Nowadays, there are plenty of helpful resources available to help you integrate ethical storytelling into your efforts. Check out the following sources to discover a robust community, articles, podcasts, posts, best practices, and much more, all focused on ethical storytelling.