If I asked you to create a compelling three-minute video with only written words, could you do it?  Take a look at this interesting video treatment of words playfully telling a serious story.

Occasionally I feature examples of business storytelling that seem particularly effective and I wanted to highlight this 3-minute video by Dan Heath on behalf of the charity The Girl Effect. I’m not showing this as a political message. I’m only shining a light on this creative work as an absorbing way to convey a message that is elegant and surprisingly powerful.

It’s simple … but not simplistic. Seems to be a hallmark of good storytelling?

What’s your (non-political) reaction to this story?

17 Comments

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  By Johnny, April 15, 2010 @ 3:31 pm

  It’s interesting that at the point where you see the “flies” is where you begin to paint the picture in your head and from there the words really hit out at you. If you can visualize from words then there is another hallmark of a great story told.
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  By Mark, April 15, 2010 @ 3:42 pm

  Great point, Johnny. Interesting observation.
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  By Neicole Crepeau, April 15, 2010 @ 3:53 pm

  Wow! Very effective. It actually fully kept my attention the whole time, too. The text is a bit fast, kind of annoyingly so, to me. On the other hand, my attention didn’t drift because if it did, I’d miss something. And I think the speed also give it a certain emotional impact. Excellent.
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  By Kristen Daukas, April 15, 2010 @ 6:37 pm

  Beyond your correct point of the impact of the project, as the mom to 3 girls, wow.. thanks for sharing.
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  By Elyse DeVries, April 15, 2010 @ 6:52 pm

  Wow! I have to agree with you Mark. This was impactful and a great example of how a short video can really pack a punch. Thanks for sharing.
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  By Billy Mitchell, April 15, 2010 @ 7:21 pm

  Mark, This video gives me ideas. Professional marketers and communicators have a wonderful gift. We can make a great living helping our clients tell their stories and that helps them build their businesses. But we can do more. Where others are able to donate money and time to charitable causes, we can do that and much more. We can help them tell their stories. And those stories are powerful, inspirational and REAL.

  I’m reminded by this video just how impactful and helpful good storytelling can be for a great cause.
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  By Mark, April 15, 2010 @ 10:20 pm

  @Billy Yeah, this is what we talked a little about together recently. Charities need marketing too. Especially now when their funds are likely being depleted through the recession. It is inspiring, isn’t it?

  @Elyse — Hey there. Thanks for taking the time to comment!

  @Kristen — You’re welcome

  @N.C. — You know I’m sure the fast text was intentional. It forces you to keep up. Kind of just grips you.
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  By Arminda, April 15, 2010 @ 10:36 pm

  If a picture is worth a thousand words – I believe the reverse is exponentially true. It is with our words we create pictures and the picture we each experienced above is now uniquely personal, but shared in the community of language.

  Words communicate messages and messages inspire action.

  Thank you for the reminder that we each possess the power to evoke an emotional response through our unique display of 26 letters rearranged thousands of times!
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  By Jamie Lee Wallace, April 16, 2010 @ 9:39 am

  Late to the party, Mark, but had to thank you for sharing this … both from a marketing perspective, AND as a wonderful message. I’ve seen the piece before and it’s definitely a great example of powerful message delivery. Sometimes, simple isn’t just simple – it’s elegant, full of grace, and hits you – POW! – right between the eyes.

  Loved it.
  Thanks.
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  By Jenn Whinnem, April 16, 2010 @ 10:05 am

  It’ll come as no surprise that I love the message of this, Mark. But as a language lover, I’m also impressed with how this picture was painted so well with words.

  (Actually I liked the speed of the words – it was the music that bugged me).

  Thanks for sharing this!
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  By Mark, April 16, 2010 @ 1:59 pm

  @Arminda — Beautifully written, Thank you!

  @Jamie You’re welcome!

  @Jenn one vote for speed, one against :)
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  By Mike Campbell, April 16, 2010 @ 10:52 pm

  I’m catching up on my blogs tonight and read four of your posts tonight. As I read your posts, I found myself thinking, “I can’t wait to read the comments and see what others are thinking.” You are another one that has a way with words. And you’ve built an awesome community with those words.
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  By Jon Sherman, April 17, 2010 @ 11:14 am

  Hey Mark,

  Personally I didn’t like the video. Now I’m all for the girl effect, but if you’re going to put just text in a visual medium, especially in today’s ADD world, they had no choice but to throw it in your face at break-neck speed and it was disorienting and if I looked away for 2 seconds I missed a ton of text . That video looked more like an exercise in typography.

  I found the videos on their site to be attention grabbing and considerably shorter than the one above (i.e. http://www.youtube.com/watch?v=5Cf83V86AsE).
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  By Mark, April 17, 2010 @ 6:27 pm

  @Mike Thanks for your kind comments!

  @Jon Appreciate the thoughtful dissent.
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  By Elaine Fogel, April 18, 2010 @ 9:20 pm

  Stumbled across your blog, Mark. As someone who specializes in nonprofit marketing, I absolutely love this video. Not only does it pack a punch and keep the viewer enthralled, it must have been relatively inexpensive to create. Thanks for sharing it.
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  By Mark, April 18, 2010 @ 10:22 pm

  Thanks Elaine. Hope you’ll stumble back, too! : )

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1. Monday’s Link Roundup. « Dan Curtis ~ Professional Personal Historian — April 19, 2010 @ 11:22 am

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