If you're a medical or science communication professional
Make your science
CONNECT
A powerful science STORY
creates strong human CONNECTIONS that...
- Inspire
Storytelling unifies shared human experiences, nurturing connections and empathy. It inspires audiences by evoking emotions and sparking imagination, fostering understanding and engagement and driving action.
- Persuade
Effective storytelling creates a context of human
connections to the science, even when it is complex, and can be highly persuasive. The shared emotions, experiences, and relatable characters within stories can shift perspectives, enabling audiences to see issues from a fresh, compelling viewpoint.
- Motivate
Proof that story connects
“Evolution shaped our brain to learn
through story.”
Dr. Marco lacoboni
Professor of Biobehavioral Sciences
University of California, Los Angeles
- The study “Narrative Persuasion and Overcoming Resistance” showed that storytelling can be an effective means of persuasion, often overcoming resistance more effectively than other forms of communication.1
- A systematic review in 2008 found that narrative information can significantly influence individuals’ decision-making and has great potential for communicating science more effectively.2
- A Princeton University study using functional MRI showed that effective storytelling leads to “neural coupling” where the brain of the listener and storyteller become synchronized — the listeners’ brains mirror those of the speaker!3
Sources: 1. Dal Cin S, et al. Resistance and Persuasion. 2004;pp. 175-191; 2. Winterbottom A, et al. Soc Sci Med. 2008;67:2079-2088; 3. Hasson U and Frith CD. Phil Trans R Soc. 2016;371:20150366
Why story connects
Explore our videos, white paper, and podcasts to learn more about why story connects.
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