Why storytelling is a powerful tool for social change
How to define what success means for your impact campaign and plan how to measure it
How to shape an impact strategy: move from abstract ideas to a concrete problem, clarify the transformation you want to achieve, and understand the active role your allies can play
Marcela Lizcano (Colombia)
Marcela is a filmmaker, producer, and impact strategist. Founder of Viceversa Cine, she has been working on auteur-driven projects and international co-productions since 2012. She also leads Nodo Sur, an initiative focused on strengthening the social impact of films.
Stories shape how we understand and live in the world. If some of the stories we tell each other help build society’s core narratives, can other stories have the power to change them?
Marcela mentions The Impact Field Guide — a collection of ideas, tools, and examples for impact filmmakers that you may already be familiar with from the module What Is Impact? Concept, Strategy, Campaigns.
Any format or genre can work for an impact campaign — what truly matters is the story. What is your story really about, and what kind of transformation are you trying to spark? How do your artistic and impact visions differ? And what role should your audiences play in that transformation?
You can find a link to Audience Design: An Introduction, the book Marcela recommends when discussing audience research, in the list of external resources at the end of the module.
If you’re actively building your impact campaign, use the Course Journal to turn ideas from this module into concrete steps.
Viceversa Cine — A Colombian audiovisual production company specializing in creative documentaries and artistic collaborations
Nodo Sur— An organization dedicated to strengthening the Latin American network of cinema, art, and social impact
Latin American Media Library on Cinema and Social Impact — Сase studies, analyses, and specialized resources on film distribution with a focus on social impact, centered on the Latin American context
Audience Design: An Introduction — A TorinoFilmLab publication on the concept and practice of Audience Design across the development, production, and distribution of films
Narrative Change — A co-created international resource to support those using storytelling and narrative strategies to drive progressive change
Download the slides from this module to review the key insights anytime.
All images, film clips, posters, and stills are used for non-commercial educational purposes only and are included solely for critical commentary and teaching. All copyrights in the underlying films and promotional materials belong to their respective rights holders.
