Message then Medium: An Example in Great Storytelling

By thinksocial on August 21, 2009 | 449No Commentshttp://think-social.org/message-first-medium-second.htmMessage+then+Medium%3A+An+Example+in+Great+Storytelling2009-08-21+17%3A40%3A34thinksocial

By Toby Daniels

charity:water’s recent campaign video is a prime example of how important engaging, informative, and succinct story-telling is when looking to social media to communicate your message.

The story of charity: water – The 2009 September Campaign Trailer from charity: water on Vimeo.

In this video, Scott Harrison, Founder and President of the organization, focuses on clearly articulating their story, starting with where they came from, what they have achieved to date and the goals they are working towards- 1 million people with access to clean water. Their call to action is straightforward and simple. Rather than simply asking for your money, they ask that you give up your birthday for the cause instead.

This video and their ongoing strategy exemplifies how important the message is- not the medium by which you choose to distribute that message. Social media shouldn’t be thought of as just a way to ask for money, but rather a way of inspiring people into action.

What other examples of great storytelling have you come across that we should feature here? Which initiatives have you come across that combine both a powerful message and an excellent use of the medium?

*For disclosure, I am a long time supporter of charity: water and was privileged to work with their incredible team on Twestival back in February of this year.