Why Storytelling for Disability Advocacy Services Should Focus on the “Human Element”
In a world inundated with information, storytelling reaches out to and connects your service to individuals. Among the countless ways to craft stories, focusing on the “human element” stands out as the most obvious approach. You’re in the people business, after all. Stories centered on real people create an emotional resonance dry statistics or abstract appeals simply cannot achieve.
The Power of Stories in the Human Brain
Humans are wired for storytelling. Since the dawn of time, narratives have been our primary means of passing down knowledge, values and culture. Neuroscientific research reveals that stories activate multiple regions of the brain, sparking emotional, sensory and motor responses. When we hear a story about another person’s experience, our brains release oxytocin, a hormone linked to empathy and trust. We also experience the story, within our minds and our sub consciousness as if we are the person in the story.
For disability advocacy services, this biological predisposition presents an opportunity. Instead of merely informing people about your service’s purpose, lived experience stories immerse listeners in the lives of those directly affected. A report about administrative changes in the NDIS may elicit a passing interest but a story about an individual losing access to the community because of the unintended consequences of “money saving” accounting changes hits home with the listener but only when told through that individual’s voice.
The Limits of Data-Driven Advocacy
While statistics and facts are crucial for demonstrating the scale and urgency of a problem, they often fail to inspire. Consider this: if a disability advocacy service shares that there are approximately 186,244 unregistered NDIS providers, the number means very little without context. That there are only 16,000 registered suppliers might help but what difference does registration actually make?
Compare that with a story of a vulnerable individual who’s NDIS plan is being billed for 24 hour care but they are being left to “free range” except for medication administration. Give the individual a name, Jeff, even if this isn’t Jeff’s real name but has been changed for privacy reasons, Jeff is now a person, in the story and in real life, a person we can see in our mind’s eye. Over a couple of episodes Jeff tells the story of how his life has spiralled downwards since signing up with an unregistered service. A couple more where he decided to make a change, how your service supported Jeff in his attempts, the options Jeff had before him and so on. The final episode of “Jeff’s Season” could be his new arrangements, a different provider, whatever the resolution of his story is.
You can see, I think, which show would be worth listening to.
To put it another way, data appeals to logic but emotions drive action. The human element bridges this gap, taking abstract concepts and rooting them in real-world, relatable scenarios. For advocacy services working in areas such as disabilities, health, employment or self advocacy training, the stories of individuals embody the values and outcomes that data alone just cannot convey.
Building Empathy and Breaking Barriers
Disability advocacy services tackle complex, systemic issues that may feel distant to those outside the sector. Stories humanize the issues, giving them a reality. The thing is with stories, well crafted ones anyway, they trigger those parts of our brains that have us “experiencing” the actions of the characters in a story. We have evolved to feel the other person’s experience. Now this can never be an exact simulation, each person’s life events, cognitive construction and biochemical makeup is unique but there is sufficient overlap between individuals to connect.
Think of a film, serial or book where you just couldn’t care less because the writing was so bad the person’s actions just didn’t connect. The “You can’t handle the truth” scene in the film A Few Good Men, is one such event for me. It moves from self satisfied defiance to self exposing anger in a way I just can’t buy. It’s just too quick. I find it is not believable.
Building empathy and allowing the listener to feel the story, its crises and outcomes has to be done in a subtle, believable way. Be careful with editing, maintain the flow of the story, remember there is always a listener you’re trying to reach.
Through good storytelling, advocacy services dismantle stereotypes and build empathy.
Transforming Passive Awareness into Action
Effective storytelling doesn’t just inform; it inspires action. When audiences see the human impact of a disability advocacy service’s work, they are more likely to follow a Call To Action CTA. This transformation from passive observer to active participant is rooted in the emotional engagement built through the storytelling process.
Best Practices for Incorporating the Human Element
While the value of human-centered storytelling is clear, crafting such stories requires care, authenticity and thought. Using an 8 to 10 episode season approach is a great way to build connection, tell a story with nuance and drive action from the listener. Here are some best practices for disability advocacy services:
Put People at the Heart of the Story
Focus on individuals whose experiences highlight your service’s mission. Whether it’s a client, staff member or guardian, the story should center on their journey, crises and triumphs.
Show, Don’t Tell
These three words are the most important you will ever hear in storytelling. Every fiction course, creative audio and news reporting guide I read, seen or listened to will mention those three words. Show Not Tell. They should be inscribed on your heart as you craft your narratives. Use vivid descriptions, create word pictures and the actual words of your characters to bring the story to life. For example, instead of saying, “Maria faced many challenges,” have Maria describe her lived experience. Not all of it, just parts relating to the theme of the episode or season.
Balance Authenticity with Consent
Always prioritize ethical storytelling by obtaining consent from the individuals featured. Respect their privacy and dignity, ensuring the narrative reflects their truth rather than a sensationalized version.
Connect to Broader Themes
While individual stories are powerful, they should also tie back to the mission your service is addressing. Ensure the audience understands how their support contributes to systemic change.
End with a Call to Action
A powerful story should inspire the audience to act. Whether it’s donating, signing a petition or sharing the story, provide clear, actionable steps they can take. Episode 8 of season 16: Creating a Call to Action for a deeper dive into this topic.
Conclusion
In a time where we are swamped with data, connecting on a human level is even more important than ever. Storytelling is the most human characteristic of all. It connects us across time and cultures on a human to human level. Podcasting allows your service to reach many individuals and speak to them one at a time, all at once. Don’t waste the connection with others, reach them with person centred, lived experience stories and you will change the world, for the better.
By sharing authentic, impactful stories, disability advocacy services can foster empathy, build trust and inspire action. The power of storytelling lies not just in what is told but in how it makes people feel—and nothing resonates more deeply than the human experience.
For disability advocacy services striving to make a difference, the message is clear: focus on the faces behind the mission. Their stories are the key to turning awareness into action, apathy into compassion and audiences into advocates.
Links
S16 E8: Creating a Call to Action