New narratives: stories moving hearts and minds

Here's what happened when U.S. Congress spent $1 billion to educate teens about the risks of drugs: More of them used. Instead of feeling scared, kids saw drugs as a way to fit in.


Hundreds of billions of dollars are spent every year on narratives and storytelling to address pressing social problems: disease, racism, climate change, homelessness, and human rights among them. Evidence shows that not much of it works. 


In a year-long ethnographic research study inside a health charity, I investigated knowledge levels, process, and power dynamics in narrative development. Here's what I found. Communicators aren't using evidence-based models on how the brain actually makes decisions. And they're excluding people most affected by narratives from the process. As a result, most narratives are grounded in fear, blame and shame, which only causes people to challenge it, ignore it or distort it. 


Here's the difference when narrative is developed by those affected. In the Truth Initiative, Florida teens created a multi-year anti-smoking campaign (funded by tobacco company class-action suit settlements). The campaign was massively successful because its narrative was based on youth's own experiences and perspectives. "Hey Big Tobacco," the message went, "stop lying to us, preying on us and manipulating us. We've had enough of you."

The DiChipi multimedia initiative leverages storytelling across television, radio, and podcasts to challenge entrenched gender norms and promote agency in sexual and reproductive health (SRH) among young people. Anchored in the International SBCC Summit's theme of Connection and Relationships, the project foregrounds youth voices and culturally resonant narratives to catalyze dialogue, reflection, and collective learning within communities.
Through a mixed-methods evaluation framework, DiChipi combined cross-platform analytics, pre- and post-intervention surveys, focus group discussions (FGDs), thematic content analysis, and social polling to assess engagement and behavioral outcomes. Findings show that 68% of viewers demonstrated improved awareness of SRH rights, while 57% of young women reported greater confidence in making contraceptive decisions. Moreover, 45% of radio listeners participated in post-broadcast discussions on gender norms, and 34% of podcast audiences shared SRH information with peers, highlighting the program's ripple effects across both digital and interpersonal networks.
These results affirm the effectiveness of entertainment-education strategies that prioritize youth representation, emotional relatability, and interactive dialogue. By merging narrative power with participatory formats, DiChipi fosters trust, stimulates peer learning, and transforms personal insight into community-level action. The study underscores that scaling such multimedia approaches demands robust linkages with SRH service providers and the integration of safeguarding measures across all platforms. Ultimately, DiChipi exemplifies how locally grounded storytelling can shift gender and power dynamics, advance SRH equity, and deepen youth engagement through inclusive, culturally contextualized communication ecosystems

Men living with HIV in South Africa are more likely than women to disengage from care due to mobility, work-related disruptions, and gender norms that discourage health-seeking. To address these barriers, we piloted a behavioural economics–informed intervention, namely a keychain pill case modelled after the B-OK bottles, a visual job aid depicting HIV treatment effects in the body. The intervention aimed to make adherence both easier and more motivating by providing a portable, positive symbol of viral suppression.
Ninety men receiving HIV treatment at two peri-urban public clinics were enrolled, received B-OK bottle counselling and a keychain pill case. After one month, surveys (n=90) and in-depth interviews (n=18) assessed acceptability, use, and perceived influence on adherence.
Survey findings showed high acceptability (98.9%), usefulness (91.1%), and intention to continue using the tool (98.8%). Most participants used it often (53%) or sometimes (40%). Qualitative feedback highlighted both practical and emotional benefits: the keychain pill case helped men remember doses while away from home, symbolized treatment success and good health, and fostered a sense of wellbeing.
Findings suggest that behaviourally informed, low-cost interventions that reframe adherence as empowering rather than burdensome can meaningfully support men's engagement in HIV treatment. While results are self-reported, this pilot demonstrates strong promise for scaling within public health programs, with further evaluation needed to assess long-term impact and viral suppression outcomes.

Adolescents in Assam make up over 21% of the state's population and face a range of vulnerabilities including child marriage, school dropout, substance misuse, malnutrition, and gender-based discrimination. These are often compounded by socio-cultural norms that limit opportunities for growth and empowerment. Recognizing the transformative potential of cultural heritage, UNICEF partnered with the Government of Assam's Samagra Shiksha Abhiyan and Tezpur University to launch the "Folklore for Adolescent Empowerment and Social Change" initiative. This innovative Social and Behavior Change Communication (SBCC) model harnesses traditional folk-art forms-songs, dances, and storytelling as participatory tools to foster dialogue on education, gender equity, child protection, and ending child marriages
The initiative began as a community-based pilot in tea garden districts and was scaled up to 4,373 schools across 33 districts, reaching over 800,000 adolescents. It documented the existing types of folklore, developed training modules that can be used to trigger dialogue, capacitated teachers, folk artists, and adolescents for performance and post-performance discussions. Adolescents were trained to reconstruct folk narratives with messages on critical issues, perform live in schools and communities, and foster intergenerational dialogue.
The initiative revitalized intangible cultural heritage and created safe spaces for adolescents to express themselves, build life skills, and influence social norms. It demonstrated significant shifts in attitudes toward child marriage, menstrual hygiene, and education. The model's success lies in its cultural resonance, scalability through integration with the education system, and adaptability for diverse contexts, emphasizing that when cultural pride meets social purpose, communities embrace change.