2023 SPRING CONFERENCE RECAP
"Storytelling as a Framework for Engagement"
Storytelling is a powerful way to connect with people. Narrative is how we think, remember, and relate to the world around us. When we hear stories, our attention focuses, our compassion increases, and our behavior changes as a result. This method is especially effective for high-level policy conversations that can be hard to understand even when the impacts to your daily life are profound. Stories can make the abstract more tangible to the average resident.
In 2020, the Minnesota Department of Transportation (MnDOT) began updating the Statewide Multimodal Transportation Plan (SMTP). The SMTP is the state’s highest-level plan that sets policy direction for decision making for 20 years. It includes overarching objectives, performance metrics, and strategies for all modes, some of which are based on public engagement that focuses on the “why” behind people’s perspectives on transportation.
MnDOT’s approach took it one step further than collecting input. First, they gamified input by creating a “Transportation Mode Lib” where participants filled in the blanks with a story about how they move throughout the state. In this game, participants expressed where they go, how they get there, how they would like to get there, and their hopes for the transportation system. Focus areas emerged from the stories that confirmed transportation priorities.
The focus areas were then turned into 3-5 minute stories and illustrated by a local artist and compiled into a comic book on the following topics:
- Aging infrastructure
- Climate change
- Economy and employment
- Equity
- Safety
- Transportation options
Two-way storytelling centered the human experience. The message presented back to the public was a relatable story, rather than a series of technical graphs and jargon. That way, the message could hone in on a purpose of connecting, encouraging, guiding, or persuading the audience to elicit feelings and action. For instance, if the purpose of the story type is to connect, then it is designed to make the audience feel heard and safe to open up and share ideas. If the purpose is to encourage the audience, then the story is designed to make them feel inspired and supported so they can take ownership of the project.
For the remainder of the process, MnDOT continued to provide forums for residents to share their stories in a variety of formats. Importantly, they practiced active listening to ensure that their efforts to improve transportation networks address the public’s current reality and desire for a safer and better integrated future.
|
