Storytelling	
  to	
  inspire	
  people	
  to	
  go	
  to	
  Charity	
  Shops	
  in	
  Ukraine

1. Challenge

I’m Maker Faire Producer in Ukraine and one of my daily challenges is to motivate  people for repairing things instead of throwing them away. Up cycle, second life,  conscious consumption is a difficult topic in a poor country.

Luxury and consumption is still a kind of fashion. And second hand still has a spirit of  something unattractive as well as repairing things. To many things are just thrown away  while millions of people can’t afford to buy them&

2. Selection.

I’m going to use storytelling. In my opinion the main sense of it is in listening to our  customers. Real people not just making assumptions how their behavior will affect the  world and ecology they first react on very personal things: how they will look, what will  they feel.

And of course people react on very personal and even lyrical elements of every story.  Such elements can change the world.

Thant’s what

3. Application.

Just telling people that it’s useful good to buy things in charity shops didn’t works.

As we didn’t’ have time for a real research we’ve done a kind of public research. We  asked opinion leaders in facebook.

It was marked by a special hashtag. And it had a very joyful and stylish mood.We’ve told  our stories of our best bargains, put pictures from our best parties.We were also telling  stories of celebrities as Bob Dyllan or Freddy Mercury.

It gave us pretty good result – people were involved in our communication and open  events. They’ve changed their attitude to the very sense of charity shops.

4. Insight: Describe the insight you gained from applying the tool you selected to

your challenge (e.g., how an insight affected your thinking about the challenge  and about design thinking more broadly).

We tried to understand what works? We’ve mentioned our clients are motivated not by  ecological or moneysaving arguments. At least few of them. At the same time they were  extremely interested in opportunity to help others and were more likely to help when it  was better designed.

Who will like it, how their friends on facebook will react – it’s still the important  motivation.

5. Approach: Describe what you might do differently next time -- applying the same

tool you selected or a different one -- and the reason(s) why.

I’d like to do more test work. As we still use our facebook audience as the only one.

I would prefer to have more learning lunches.  To have more experiments with audience  I’m not acquainted with. We need more test and learn what moves people and what  stops them.

Older people. People who don’t use facebook – it would be really interesting.

