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Vision-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.)
What this sounds like:
Î Intrinsic values: why does this matter?
“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.”
#2. Barrier
What this sounds like:
Î What’s standing in our way?
“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.
Î Cause + agent: How & who put it there?
#3. Solution
What this sounds like:
Î How can the barrier be removed?
“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.”
#4. Action
What this sounds like:
Î What can I do? Î Does your solution match your problem? Î Finish by reminding people of why this matters.
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Using care and responsibility values
The Workshop 2021
“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
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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. 21
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