STEP 3: Activate your audiences
Finding the right frames is not enough, you also need to activate your audience with personal stories that resonate with your audience. We have developed a method to track patterns of storytelling that resonate with certain audiences. For this, we make use of archetypes (literally: ancient patterns of storytelling) which are rooted in myths, fairy tales, the Bible, but also popular Holywood movies and political campaigns. For NGOs campaigning on sexual and reproductive health, the archetypical Caregiver, for example, provides a strong storytelling perspective. The caregiver wants to protect, help, be generous and live for his/her community.