Had the most fascinating conversation with an expert in audience segmentation who is an oceanographer and thinks deeply about climate change communications. For our climate message to reach someone in a way that impacts their behavior, he said we need to be entrenched in the minds of the audience member we want to reach and be willing to change our story and language so it is created in that audience member’s mind in the way we want and need it to be. In this way, our story is not our story in the traditional sense. Our story is the imprint we want the audience member to experience and visualize when they hear our story.
He gave me this analogy: if someone wants to send a microwave signal across the city of Los Angeles, that signal will be distorted and filtered between the start and end points. Therefore, the person sending the signal needs to re-engineer the signal they send so the signal at the end point is what they want it to be.
Our stories are no different. They are filtered through an audience member’s language, prior life experience, biases, hopes, wants, needs, and fears. This is information that isn’t and can’t be aligned with an audience member’s base demographics that are easy to collect. Understanding an audience member on this level requires deep, intense, curious, and radically empathetic listening, a skill that is sadly in short supply in today’s world.
We also need to let go of the idea that there is one story to communicate one goal or one experience to a general audience. This understanding of the audience requires us as storytellers in any form to develop a library of stories that will reach audiences that are more thoroughly and thoughtfully segmented.
How to do this is the crux of my dissertation for University of Cambridge. I don’t know the answers yet, but I’m excited to find out as this dissertation unfolds. My hope is that my research will move the ball forward for the climate community in a way that benefits all beings.
Published by Christa Avampato
The short of it:
Writer. Health, education, and art advocate. Theater and film producer. Visual artist. Product geek. Proud alumnae of the University of Pennsylvania (BA) and the Darden School of Business at the University of Virginia (MBA). Inspired by ancient wisdom & modern tech. Proliferator of goodness. Opener of doors. Friend to animals. Fan of creative work in all its wondrous forms. I use my business skills to create passion projects that build a better world. I’ve been called the happiest New Yorker, and I try hard to live up to that title every day.
The long of it:
My career has stretched across Capitol Hill, Broadway theatre, education, nonprofit fundraising, health and wellness, and Fortune 500 companies in retail, media, entertainment, technology, and financial services. I’ve been a product developer and product manager, theater manager, strategic consultant, marketer, voice over artist, , teacher, and fundraiser. I use my business and storytelling to support and sustain passion projects that build a better world. In every experience, I’ve used my sense of and respect for elegant design to develop meaningful products, services, programs, and events.
While building a business career, I also built a strong portfolio as a journalist, novelist, freelance writer, interviewer, presenter, and public speaker. My writing has appeared in The Washington Post, The Huffington Post, PBS.org, Boston.com, Royal Media Partners publications, and The Motley Fool on a wide range of topics including business, technology, science, health, education, culture, and lifestyle. I have also been an invited speaker at SXSW, Teach for America, Avon headquarters, Games for Change, NYU, Columbia University, Hunter College, and the Alzheimer’s Foundation of America. The first book in my young adult book series, Emerson Page and Where the Light Enters, was acquired by a publisher and launched in November 2017. I’m currently working on the second book in the series.
A recovering multi-tasker, I’m equally at home in front of my Mac, on my yoga mat, walking my rescue dog, Phineas, traveling with a purpose, or practicing the high-art of people watching. I also cut up small bits of paper and put them back together as a collage artist.
My company:
I’m bringing together all of my business and creative career paths as the Founder of Double or Nothing Media:
• I craft products, programs, and projects that make a difference;
• I build the business plans that make what I craft financially sustainable;
• I tell the stories that matter about the people, places, and products that inspire me.
Follow my adventures on Twitter at https://twitter.com/christanyc and Instagram at https://instagram.com/christarosenyc.
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Christa Avampato 