4. Persuasion and Story

What are your audience’s current narratives? Who are their influencers? What stories and messages will resonate with them?

This unit will help you understand your audience’s logic as well as their influencers and narratives, thereby enabling you to construct more convincing campaigns. Using an approach that is centered on persuasive storytelling, this unit will empower you to build powerful narratives for your campaigns. 

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After completing this unit, you should be able to: 

• Evaluate the logic of your audience as a starting point for more effective campaigning
• Grasp the importance of continuously evaluating credible sources of your audience in the light of who they trust
• Use credible ‘people like us’ & ‘celebrities’ for factual, responsible & ethical reporting
• Create compelling stories that can effectively enable people to change their behaviour or feel empowered to counter false narratives.