Storytelling

There are many different audiences for our work in healthy built environments – elected leaders, decision makers, colleagues, community members and others. Within each audience, there are many different views and perspectives.


Healthy neighbourhoods means density. It means diversity. It means better active and public transport options, and mixed land uses. These issues can be challenging and are not always well understood or welcome.

Gaining support for change requires persuasive communication. Ideas need to be presented in a way that resonate with your audience.


While facts and evidence must form the basis of storytelling, it can be hard to engage audiences with facts alone.[1] [2]


Storytelling uses fact and evidence to develop a narrative or message that appeals to the values and emotion of your audience. This is known as values-based messaging.


Ethical storytelling is equally important. Ethical storytelling asks us to consider how power dynamics can influence an issue. It asks us to pause and reflect and, where necessary, reframe the story toward lived experience, and amplify voices that aren’t always heard.[3]


Understanding your audience is vital. As are the language and terminology you use. Some words have connotations and meanings which you might want to avoid. The following resources have useful guidance on this:

Both have been developed by Common Cause Australia.


In storytelling it's important to be positive and constructive. Messages should always convey what’s being created or provided, and not what’s being taken away. Often, this might mean focusing on the bigger picture rather than specific project details.


For example, in our work for healthy built environments, our story might not be about the footpath or new residential development per se. Instead, the story might focus on what that footpath or development will mean for a person living in, or moving into, that street.


Similarly the story might not be about slower or 30 kph speed limits but about quieter, safer neighbourhoods.

Audience personas can help convey what neighbourhood changes can mean for different people, and for their quality of life, health and wellbeing. It can be an inclusive way to convey how changes will benefit everyone.


If your audience is concerned about change, it’s important to understand why. Ways to help address concerns can include:

  • open, transparent communication
  • encouraging healthy debate and dialogue
  • engaging different audiences in constructive conversations.[4]


Storytelling is about persuasive and influential communication – whether it be verbal, written or digital. It requires finding the right language and message and painting a picture with which your audience will resonate.


Find out what matters to your audience and develop your narrative around that. Provide a compelling story about how the change will improve their life and align with their values and needs in some way. What is it that will tug at the heart strings (pun intended!) of your audience to gain their support for your idea?

Together, we can create positive change!


Want to learn more? Organisations like Common Cause Australia, Wayfinder Labs and Village Well offer training and guidance.

 

Many of our recent evidence papers, and the results of our community survey ‘What Australia Wants: Neighbourhood Design’ can help in storytelling and advocacy. You can access them at: https://www.healthyactivebydesign.com.au/resources/publications_and_policies

 

Our petition allows community members to show their support for more walkable local neighbourhoods. You can access it, and encourage your community to support your efforts: https://www.healthyactivebydesign.com.au/community-walkability/advocacy


References
 [1] Glenn, E; Burtt, D; Rossiter, B; Oulton, G; Safer speeds on local streets: Communication guide, Victoria Walks, Melbourne, March 2025.

[2] VicHealth, 2021, ‘Framing walking and bike riding, message guide’, https://www.vichealth.vic.gov.au/sites/default/files/VBM-Framing-Walking-Bike-framing---message-guide.pdf

[3] Cataldo M., 2025, ‘Ethical storytelling: Power, consent and dignity in practice’, guest blog for Common Cause Australia, Sept 2025, www.commoncause.com.au/news/ethical-storytelling

[4] Foster S., et al, 2025, ‘Designing for density: Delivering healthy, higher density neighbourhoods in Australia’, Evidence paper prepared fror the National Heart Foundation of Australia. Melbourne, Australia.New Paragraph