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Transcript
It is important to have one and simple clear message of your story. It is the red line that goes through all your story, a clear message. And of course, it’s extremely difficult to have one because you have a lots of things to say. You would like to share as much information as possible, but actually people and our brain is very lazy and we can only remember one clear thing. This how our people’s brain works.
What I can offer as an example or as a method, try to find the best metaphorical approach of how to express the problem. Let’s talk about examples. For example, our agency, we have been working with a charity fund that takes care after castles. Like if we don’t take care after our castles for the following 65 years, they will disappear. And we have been challenged. How do draw people’s attention to this problem? How to make people think, talk and act differently to take care after castles that have been ruined. What did we do? We registered the castles on Tinder. Yes, the dating application and what was the clear message of our story? We said that it is t[he] loneliness that kills, not the time. And then we continued our story that castles registered themselves on dating application because they are tired of the loneliness. And we can fix it if we draw attention. If we support the charity fund, we can save our heritage, our castles. This is the example of how the big story and big problem transforms into one single message. It is [the] loneliness that kills but not the time.
