2. Vision-led story formula

2Vision-led story formula

This is a useful four part story formula to guide any communications from a tweet to an op-ed. It helps you follow sound evidence-based communications principles. It comprises a vision, a barrier and a solution with action.

#1. Vision

Î What do we want more of after everyone gets vaccinated? (Be concrete.) Î Intrinsic values: why does this matter?

#2. Barrier

Î What’s standing in our way? Î Cause + agent: How & who put it there?

#3. Solution

Î How can the barrier be removed?

#4. Action

Î What can I do?

Î Does your solution match your problem? Î Finish by reminding people of why this matters.

Using care and responsibility values

What this sounds like: “To look after our people and our whakapapa means we need to ensure that those who need protecting in our communities – our kaumātua, our babies and our whānau with health conditions – are cared for and shielded against COVID-19.”

What this sounds like: “Without everyone getting vaccinated, we won’t achieve collective immunity, and it will be much harder to stop the spread of the virus in our community and much harder to keep the people we care about well.

What this sounds like: “Getting vaccinated is free – you can get it at your workplace, your marae, your local church from people you trust who have also been vaccinated themselves.”

What this sounds like: “Talk to people around you – your friends, your workmates – and tell them why getting vaccinated matters to you. Together, it is how we will keep the people we care about to stay well.”

Short social media post example • • •

When we all get vaccinated, we are taking care of the people we care about around us.

Together, your vaccination and my vaccination means we can stop the spread of COVID-19. That is how we all stay well.

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