07
MAR
2015

Multidimensional storytelling makes huge impact

International Womens day is a good time to dig into something important, fun and interesting related to storytelling and women.
I’d like to salut #salvationArmySA and at the same time introduce to you a brand new term; multidimensional storytelling.

As told before, stories make a huge impact on oss. If they are interesting and powerful enough they can travel through space and time
being re-told all over the world. Soon, especially in our digital age, they are that known, that you know what someone mean by just using
a short referral to the story.

Recently a new referral, quickly known by many people, has appeared: ”Black and blue”.

This very short referral is a statement that refers to a now famous picture of a black and blue dress that some people see as white and
gold and the discussions and conclusions connected to it. These discussions around black and blue dress has formed into a story that
has managed to make thousands of people engage and sometime also learn something new about our eye’s that they never new they were
interested in knowing: That it’s sometimes hard to actually see things as they really are.

This referral, altough only a few words put together, make us aware of this much longer story and says ”a thousands words”. Just like
a scetch or a picture is known to say ”more than a thousand words” when it awakens memories, reflecions and emotions in it’s viewer.
So, what happens when you add a picture to a statement that is already known as a referral to a story?

I’m asking you and myself, since the story about the black and blue dress recently was used by in a campain against domestic violence
by the Salvation Army in South Africa. In this campaign, an advertise, they add the statement ”Why is it so hard to see black and blue”
to a picture showing a victim of abuse, wearing a white and golden dress. Thus, multiple dimensions are added to the picture: We learn
something more then expected. Not only that thousands of women are abused every DAY but also that people around them, far too often fail
to see the black and blue marks on their bodies. Although right in front of their eyes.

I salute the Salvation Armys campaigns clever use of multidimensional storytelling
and urge everyone to take a stand against domestic abuse.

Read more about the campaign here: http://www.nbcnews.com/news/us-news/dress-meme-used-powerful-anti-violence-campaign-n318521

Åsa Rydhard is the pastor who has taken her knowledge about storytelling to a higher level. With a Master’s degree in Applied Cultural Analysis (MACA) she is specialized in storytelling as a communcation tool. As a consultant she uses her expertise to ensure that businesses understand how storytelling can be strategically used as a communciation tool to grow their customer’s interest and increase their market share.
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