The Nonprofit Marketing Blog

The single most important ingredient in storytelling

From One Second to the Next Still Frame

Directed by internationally acclaimed filmmaker Werner Herzog, From One Second to the Next is a documentary-style PSA in AT&T’s “It Can Wait” campaign. The film is a sobering look at the consequences of texting and driving. It features the heart-wrenching stories of the victims of these accidents, as well as interviews with some of the drivers who caused the tragedies. At almost 35 minutes, it’s much longer than your typical viral video, yet it’s an extremely compelling and effective way to get the point across.

I’m sharing this video today for two reasons:

1) It’s a serious message that should be shared and discussed. (As the mother of a teen who’s about to get behind the wheel this year, I’m probably even more sensitive about this topic.)

2) It’s also an amazing example of the single most important ingredient in powerful storytelling. No, you don’t need a famous director or high production value to make people stop, think, share, or act. But what you do need, at the core of every story you tell, is real, relatable, and raw emotion.

If you watch the video, I’d love to know what you think. In the comments, please share how you’re tapping into your real, emotional stories to help draw support for your cause.

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About This Blog
Caryn Stein hi res

Caryn Stein
Vice President, Communications and Content, Network for Good

We’re here to help you win hearts and minds—and donations.

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