Crafting stories for impact: The Power of Storytelling with Ore Huiying
The Creative Climate Fellowship recently hosted its very first public masterclass session, a masterclass on "Storytelling for Your Audience", led by acclaimed documentary photographer and National Geographic Explorer, Ore Huiying.
Introduced by Cris Sto. Domingo and Jerrell Chow of the Creative Climate Fellowship team, the session reinforced the program’s mission: to develop emerging talent for the climate movement through impactful digital strategy and tactics. Ore Huiying offered insights in crafting narratives that not only resonate but also inspire people to act.
Why Storytelling Matters More Than Facts
Ore Huiying began by stressing the transformative power of storytelling– it shapes how we understand ourselves, others, and the world. Drawing on neuroscience research, she revealed a striking finding: people are 22 times more likely to take action when encountering stories they can relate to than hearing facts or figures. As mythologist Joseph Campbell famously stated, “People forget facts, but they remember stories”.
This power of storytelling stems from three foundations:
• Stories engage the brain: They activate multiple parts of our brain, making them more memorable and allowing our minds to fill in the blanks and make connections.
• Stories create emotional connections: Relatable characters and vivid details foster empathy, drawing audiences closer to the person or idea behind the narrative.
• Stories make complex ideas easier to understand: By providing context and real experiences, stories make abstract concepts tangible, especially those related to climate change and social injustice.
The Building Blocks of a Compelling Narrative
Ore Huiying also shared some guiding principles for what makes a story truly resonate. A compelling narrative blends characters, a sense of place, emotion, and a clear arc.
"When I tell the story of the Mekong, I'm not just documenting a river. I'm showing its personality, its generosity, its strength, and also, its vulnerability. And by giving the river a voice, I hope to help the audience connect emotionally, understand its importance, and feel the urgency to protect it."
Her approach reflected the mission of the Creative Climate Fellowship: empowering emerging storytellers to move beyond facts and shape narratives that inspire understanding and drive sustained climate action.
The masterclass with Ore Huiying was a powerful reminder that effective climate campaigning is not just about presenting data. Facts inform, but stories transform. Just as a single image can tell a thousand words, a well-told story can inspire a thousand movements.
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