Climate change storytelling is a powerful tool to communicate the urgency and impact of environmental issues. But how you tell the story can make a big difference. This article explores two approaches: presenting and amplifying stories, and why understanding the difference is crucial for effective climate storytelling.
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A Bit of Context for Examples
For the launch of North Hennepin Community College’s Outdoor and Environmental Leadership program (GCST 1970), Taylor Ann Rivera created a film, and BairStories followed with another the next year; this program, led by Ana Munro, offers students outdoor learning and nature immersion.
Presenting Stories: Sticking to the Facts
Presenting or documenting a story means delivering it as close to the actual events as possible, similar to a news report.
Quote from Taylor:
"My approach to creating the film was about inclusion and educational factors. Since my main career is journalism, my approach to this film was more analytical than creative.”
The documentation approach is factual and straightforward. Most of the environmental clients we work with communicate this way, whether it’s the marketing departments reporting outcomes or scientists reluctant to share personal stories (Millie Kerr, Outdoor Journal).
Why Presenting Stories Matters
Documentation doesn't mean emotionless—it just means the emotion doesn’t drive the structure. Think of documentation as the scaffolding that supports future amplification. This approach is suited for a variety of organizational needs, such as:
- Announcements and updates (e.g., Board or stakeholder updates, program launches)
- Tutorials / How to Content
- Behind the Scenes (in some cases)
- Event or meeting recaps
- Grant reporting (in some cases)
Amplifying Stories: Adding Depth and Emotion
Amplifying a story means expanding or emphasizing the truth to draw out deeper meanings and emotions. This approach is often used in films and documentaries to engage the audience emotionally.
Our film Belonging weaves raw, poetic visuals reflecting identity and community. We focused on the personal experience of a central character, Dalorian, to create an emotional connection with the audience. When we amplify stories, we focus on the significant emotional experience of a single character with a strong desire, motivation, and uniqueness for audience connection.
Why Amplifying Stories Matters
The biggest reason this approach matters is influencing behavior change. From changing how someone views the planet to donating to save African Penguins, stories driven by emotional resonance will benefit your organizations in the following ways.
- Making emotional connections
- Encouraging action
- Humanizing big topics like climate change and environmental justice
- Creating a sense of community
- Humanizing organizations
Learn more about the benefits of emotive storytelling.
Comparing the Two Climate Storytelling Approaches
Although the films shared characters, locations, and experiences, Taylor's film served as an orientation, setting expectations for the course. In contrast, our film aimed to spark dialogue about nature, inclusion, and representation. Ultimately, a film's goal shapes its outcome and impact on the audience.
While Belonging conveyed the course experience, it didn't cover every aspect, such as the Wolf Center scenes, because they didn't serve the story we were telling.
- The Documentation Story (Taylor’s film) shows you what happened.
- The Amplified Story (Our film) helps you understand why it matters.
At BairStories, we focus on emotive visual storytelling to communicate climate change. We’re backed by the research indicating that sharing personal stories can make climate change feel less like a remote or future problem and more like a present, personal reality.
Jane Goodall has also emphasized the effectiveness of storytelling in reaching people’s hearts and minds. This approach can be pivotal for organizations like yours, which aim to raise awareness and motivate action on climate change.
How to Decide Which Approach to Use for Your Climate Storytelling
Both approaches have their place in climate storytelling. The choice between presenting and amplifying depends on your goals, the nature of your content, and the impact you want to achieve. Here are a few prompts to help you determine the right approach for the job.
Clarify Your Communications Goal
- Presenting: Ideal for delivering factual information. It's straightforward and educational.
- Amplifying: Best for emotional engagement and impact. It evokes feelings while conveying facts.
Define the Focus of Your Story
- Presenting: Offers the complete, unfiltered details.
- Amplifying: Highlights specific emotional or thematic elements.
Identify the Outcome You’re Aiming For
- Presenting:Â Aim to inform and show things in action.
- Amplifying: Seeking donations, volunteers, advocacy, shifting public perception, and deepening identity.
Do You Have A Preferred Style?
- Presenting: Similar to journalism. Factual and straightforward.
- Amplifying: Offers additional creativity for an immersive experience.
Which Climate Storytelling Approach is Better
While I’m biased towards emotionally driven stories, neither approach is superior. However, selecting the wrong tool for the job becomes problematic. For instance, relying solely on statistics and facts (documentation) to inspire behavior change is ineffective.
These approaches are tools—both can exist simultaneously. Underneath the factual accuracy are people with human emotions. Understanding the strengths and applications of each approach will make your environmental organization's communication clearer.
Feeling Overwhelmed by the Storytelling Process?
Don’t worry—we’ve got you covered. Download our comprehensive guide to emotive storytelling, an insightful resource for climate change storytelling.