NGO Communication Strategies
NGO communication has always felt close to me, not just academically, but personally. I have worked in the sales side of NGOs before, where I saw up close how much these organisations rely on storytelling to survive. NGOs do not sell products; they ask for trust, empathy, and attention. That makes the way they communicate incredibly important. A message has to move someone, quickly but honestly, without overwhelming them.
Research shows that effective NGO communication often works best when it focuses on human stories rather than statistics or shock. Stories that invite empathy and emotional connection are more likely to stay with people and motivate action (Chouliaraki, 2013). This really aligns with how I want to approach my documentary. Instead of dramatic imagery or persuasive language, I am interested in quieter forms of storytelling that allow viewers to feel rather than react. NGO communication is increasingly shifting away from guilt-based or sensational messaging toward more respectful, human-centered narratives that create connection without emotional overload (Chouliaraki, 2013).
What I want to take from NGO communication into this documentary is that sense of care and intentionality. NGOs often succeed when their stories feel real, close, and grounded in everyday life. Research on narrative communication shows that stories that allow viewers to emotionally step into a situation are more memorable and impactful than purely informational messages (van Laer et al., 2019). This reinforces my belief that slower, visually driven storytelling can be powerful, especially when the goal is not persuasion, but awareness.
For me, this documentary is also a way of practicing the kind of communication I hope to work with in the future. Media that respects the viewer, avoids overstimulation, and creates space for reflection feels especially relevant in a world where attention is constantly pulled in different directions. NGO communication, at its best, does exactly that.
Tip: If you are interested in this topic, The ironic spectator: Solidarity in the age of post-humanitarianism by Chouliaraki (2013) is a very valuable investment :)
Citations
Chouliaraki, L. (2013). The ironic spectator: Solidarity in the age of post-humanitarianism. Polity Press.
van Laer, T., Feiereisen, S., Visconti, L. M., & Wetzels, M. (2019). Storytelling in the digital era: A meta-analysis of relevant moderators of the narrative transportation effect. Journal of Business Research, 96, 135–146. https://doi.org/10.1016/j.jbusres.2018.10.053