Telling stories in annual reports…stories take the main stage.
This is a project I have enjoyed working on this past summer. This year, The Duke Endowment released their annual report using storytelling as the main communication initiative. I worked with them to find and tell stories inside each of the grants they support, exposing the audience to true core of this initiative.
I love how they used an integrated communications approach on so many facets:
1) They use artwork to paint the picture of the initiatives. As you look through the report, everything appears to be painted on a canvas.
2) The report has an online version inside their website with video as a major component. Each video is a story from inside the grant The Duke Endowment supports. I love this approach, because it paints a visual picture how the grant truly impacts individuals. This done by allowing the person to tell their story using their own personal narrative.
3) Love the printed report that is colorful and integrates QR codes linking the audience from the printed story to the video.
4) Finally, they distributed through their network using an email blast along with making the videos unlisted on their YouTube account. This is done so they can effectively track the analytics. They know that the views on the videos will be coming directly from the email blast via the annual report online.
5) I love commitment to video specifically the use short documentary storytelling. I work closely with their communications team to find, create, and produce the video content. They were very committed to telling rich stories, allowing each video to maintain their voice using the subject’s own personal narrative.