Storytelling

Challenge & Selection

I was working with an organic farm in Pondicherry, South India. The farm uses permaculture methods  and follows the teachings of the great Japanese farmer and philosopher Masanobu Fukuoka. They were  trying to make a direct impact on the people lives around and the visitors of the farm.  The farm  primarily targeted in two things. The first was to make people understand the value of local food and  the second was the practice of organic farming with permaculture methods. But the communication  materials created to meet these requirements were highly philosophical and technical because the farm  wants to have a philosophical bond with the target audience.  Unfortunately, this storytelling model  created a huge communication gap between the farm and the audience.  The working class couldn’t  resonate themselves with these stories.  Ignorance about the permaculture farming models and direct  impact on the consumers were really big issues.  Thus the need for a better storytelling was realized.

Application

After deconstructing the ideas to be conveyed, I decided to construct stories which will touch the  audience in a personal level. I asked the farmer about the positive changes he experienced during  farming. From the conversation, I made few codes (variables) which common man will also be able to  relate.  Few of them were:  happiness, abundance, honoring mother Earth, back to nature. Then I  decided to create stories with these elements as a centric theme and then connecting it to  permaculture. The first video story featured the farmer explaining how the farm made him happy! He  used the term Happy multiple times in the video.  This video made a good bond with the audience and  had an emotional connect with the farm. The second story was on the theme ‘honoring mother Earth’  which explained how to make a small circle garden in our houses. This tutorial video carried a high value  of nature and the importance of thanking nature by cultivation.

Insight & Approach

The result of these video campaigns was surprising! Many of the individuals took these stories in a  personal level.  The following month farm had an increase in the number of visitors.  Most of them  wanted to experience the emotions which were portrayed in the stories. Further, we created the  concept of a guided farm tour were the farmer explains the philosophy of the farm through stories.  Visitors could really grasp all of those with the help of stories structured A walk through the rich gardens  and the stories told by the guide could touch the minds of the visitors.

And next time, I will use a different design tool to make this relation stronger. Mind Mapping is a  potential tool which I would prefer as a next step.


Storytelling Challenge & Selection I was working with an organic farm in Pondicherry , South India . The farm uses permaculture methods and follows the teachings of the great Japanese farmer and philosopher Masanobu Fukuoka . They were trying to make a direct impact on the people lives around and the visitors of the farm . The farm primarily targeted in two things . The first was to make people understand the value of local food and the second was the practice of organic farming with permaculture methods . But the communication materials created to meet these requirements were highly philosophical and technical because the farm wants to have a philosophical bond with the target audience . Unfortunately , this storytelling model created a huge communication gap between the farm and the audience . The working class could n’t resonate themselves with these stories . Ignorance about the permaculture farming models and direct impact on the consumers were really big issues . Thus the need for a better storytelling was realized . Application After deconstructing the ideas to be conveyed , I decided to construct stories which will touch the audience in a personal level . I asked the farmer about the positive changes he experienced during farming . From the conversation , I made few codes ( variables ) which common man will also be able to relate . Few of them were : happiness , abundance , honoring mother Earth , back to nature . Then I decided to create stories with these elements as a centric theme and then connecting it to permaculture . The first video story featured the farmer explaining how the farm made him happy ! He used the term Happy multiple times in the video . This video made a good bond with the audience and had an emotional connect with the farm . The second story was on the theme ‘ honoring mother Earth ’ which explained how to make a small circle garden in our houses . This tutorial video carried a high value of nature and the importance of thanking nature by cultivation . Insight & Approach The result of these video campaigns was surprising ! Many of the individuals took these stories in a personal level . The following month farm had an increase in the number of visitors . Most of them wanted to experience the emotions which were portrayed in the stories . Further , we created the concept of a guided farm tour were the farmer explains the philosophy of the farm through stories . Visitors could really grasp all of those with the help of stories structured A walk through the rich gardens and the stories told by the guide could touch the minds of the visitors . And next time , I will use a different design tool to make this relation stronger . Mind Mapping is a potential tool which I would prefer as a next step .