This document discusses the importance of storytelling in building brands and culture. It notes that people are more engaged with shows than ads that interrupt shows. It also states that facts only have meaning within stories, and without stories, people lose their sense of self. The document advocates capturing culture through acts, not just ads, and provides an example of a brand that taught resilience lessons to over 31,000 students, generating significant engagement metrics.

1. Acknowledgement
ofCountry

2. Weareallstorytellers.
Whatisyours?

4. Largestshareofsocial.
PositiveSentiment92%
Number#1engagement inFinService

8. Insteadofcreatingtheadthatinterruptstheshow
becometheshowthatpeoplearewatching.
More than one third mute their TV during Ads, 21% switch to another
channel and 15% leave the room or do something else
(Sharethrough)

10. Astoryprovidesastructureforourperceptions;only
throughstoriesdofactsassumeanymeaning
whatsoever[...].
Withoutair,ourcellsdie.Withoutastory,ourselves
die
Neil Postman (Prof. Media Ecolog
y NYU & Author "Amusing ourselves to death)

11. WebuyonEmotion.JustifywithLogic.
YetselltoMr.RationalandIgnoreMr.Intuitive

21. Askanymarketerandtheywilltellyouthattheultimate
successistogetintoculture.Butwhatifabrandcouldcreate
culture.
Makeadifference.
Helpsparkamovement.
Helpspark
AFireInside?

27. TheLongtail
31,521studentsnationwidehavebeentaughtour
lessonswhichincluderesilience/preparedness/the
helpreflexandvolunteerism.

29. 820K WATCHED
12M REACHED
68% CONSIDERED
VOLUNTEERING
59% BRAND AWARE
4K ARC SIGNUPS
31.5 LESSON
DOWNOADS

30. MeasureofSuccess
BrandAwareness BrandAssociation Engagement Sentiment
DriveAction CreateCulture

31. CapturetheCultureCurrency
throughActs,notAds

32. AND

33. AND
BR