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Change starts when narratives change. The best way to change narratives? With new stories.
But focusing on story doesn’t mean this work is all about media or communications. In a world built from stories, all things have a tale to tell – our environments, systems, products – communities, news and art. Everything embodies the narratives we share.
This means there are millions of ways to create new stories.
This work always begins with a spark of hope – the idea something could be better. The rest is a blank canvas and lots of questions. The most important,
How do we start to change the narrative?
To succeed, our answers need to be bold, creative and draw from any field that has the power to impact. And of course, they need to harness the power of story.
There’s no formula. The solution could be anything from an underground movement to a new school system, a nationwide event to a TikTok campaign, a groundbreaking art installation to a TV series.
The only caveats – there’s always a story and nothing is built in isolation. Thinking big, means thinking long-term. And long-term means building holistic structures, programmes and campaigns all designed to sustain change