Starting With Strength: The Power of Positive Storytelling in DRTV
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Talk Details
Traditional DRTV storytelling in the charity sector often starts with a stark need – focusing on urgent problems to drive immediate action. But what happens when we flip the narrative? In this session, we explore how beginning with hope, success, and the positive impact of generosity can forge deeper connections, inspire long-term engagement, and align with values like dignity, partnership, and decolonisation.
We’ll share behind-the-scenes insights from Christian Aid’s latest DRTV campaign, which consciously shifted away from familiar tropes of distress towards a message that celebrates donor impact and community resilience. You’ll discover how this fresh approach was developed, tested, and performed – and how you can apply similar principles in your own campaigns.
Key learnings from this session:
- How to structure a positive-first narrative for DRTV, that still drives response
- Explore practical ways to build tension and motivate action when your story starts from strength and success rather than crisis.
- Lessons from testing and implementation: what worked, what surprised us, and what’s next
Speakers
Ella Prior
Senior Acquisition Officer
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