Julie Buur Traerup | Dalberg Media

In the realm of social impact and awareness creation, effective communication strategies are crucial for reaching and engaging diverse communities. Recognizing the power of local perspectives and creativity in storytelling, Dalberg Media has pioneered an initiative known as the Storytelling Lab. This innovative concept is designed to harness the talent and insights of local creatives to develop compelling communications products tailored to address the needs of at-risk communities.

The Birth of the Storytelling Lab

The Storytelling Lab emerged from a vision to bridge the gap between global development initiatives and local contexts by elevating the voices and experiences of those within the communities targeted for impact. Dalberg Media conceptualized this initiative as a means to amplify authentic narratives, create effective communications products, and foster meaningful connections. First piloted by Dalberg Media during the UNLEASH Innovation Lab in 2019 with a global group of creatives who gathered in Shenzhen China to work on ideas to elevate the UN SDGs, the Storytelling Lab has since been redesigned with the purpose of providing a platform for local creatives for more specific challenges. Since the pilot in 2019, the lab has been conducted to address the lack of diabetes awareness in India for the World Diabetes Foundation and schistosomiasis prevention and treatment for Merck KGaA in Kenya, Rwanda and most recently Ethiopia.

An overview of how the lab works

Providing a Platform for Local creatives

Central to the Storytelling Lab’s ethos is the belief in the inherent storytelling prowess of individuals embedded within their communities. Too often, content is created very far away from the affected communities and by people who only have statistics and desk research to support the development. When based on assumptions and disconnected from local realities, communications often become very detached from the audiences it intends to reach.

A common pitfall is the wrongful assumption that all people are on social media or that everyone has access to a smart phone. In certain African countries, internet penetration is as low as 10-20%. Relying on communications professionals that are distant from the challenge either geographically or culturally to come up with ideas is often not the most effective way to ensure inclusive and effective communication. It should go without saying, but social media campaigns will not reach those offline—and messages in English will not necessarily be understood by people speaking Amharic.

Facilitation during the Bilharzia Storytelling Lab in Ethiopia 2024 

Dalberg Media has built a concept which provides a platform and opportunities for creatives to contribute directly to the development of communications campaigns and products through a program and curriculum which mixes human-centered design thinking with impact communication strategies. This collaborative approach ensures that initiatives are not only culturally relevant but also resonate deeply with the intended audience. While Dalberg Media are the facilitators and communications experts, the local creatives are experts in context.

Applying the Storytelling Methodology: A Catalyst for Impact