DESCRIPTION
Stereotypes are probably the only moment some prejudices you have are allowed to be used. Stereotypes, base on what you most probably may expect from a person with some external identifiers. e.g. “A person with many muscles is always willing and good at fights”. This sentence does not stick to reality, but it has been thought by communities, societies or any other group of persons. Nevertheless, it can help to prepare a set of answers or messages to reach bigger groups.
Origins:
Rooted in the “Diversty, Equity and Inclusion” (DEI) it has been used for narrative design, diversity marketing, and inclusive storytelling prominently since mid‑2010s in agencies, PR firms, and DEI consultancies. Nevertheless there is no single inventor, as it envolved from many other storytelling techniques tackling oversimplified cultural tropes. It is most common in corporate DEI programs, brand marketing campaigns, and internal cultural change storytelling.
USED BY
Storytellers facing prejudice fights in their content to prepare themselves for messaging adaption.
Approximately needed time
- Step 1: 2 hours
- Step 2: 3 hours
- Step 3: 3 hours
- Step 4: 4 hours
- Step 5: 2 hours
- TOTAL: 14 hours
METHOD
MATERIAL YOU COULD NEED: Whatever helps you to make notes, Persona tmeplates or information
STAKEHOLDER GOOD TO KNOW: Researchers, marketers, sales, pilot group.
STEPS
TARGET DEFINITION: See the world thru bad eyes.
Identify those characters you might face in your story and categorize them into those cluster “you are not supposed to”. Gender, Age, Religion, Profession, Body size, etc.. Identify everything character or message with those prejudice and cluster them.
Supporting methods: Voice-of-customer surveys, demographic reports.
Example: “A group of old men need help in understanding AI” or “a group of women can’t manage financial topics”
CHALLENGE REALITY: Mirror views and expectations.
Research and describe situation proving the prejudice wrong. Tell it with anecdotes or simplified examples (e.g. female portfolio‑managers outperforming peers)
Example: “Sharks are the deadliest animals in water!” versus “Hippopotamus kill up to x100 more people than sharks!”
FIGHT BACK: Prepare yourself for arguments.
Present a real example or alternative story that flips the stereotype.
Supporting methods: Narrative arc, three-act
Example: “Amy Hood, Microsoft CFO since 2013, generated $2 trillion in market cap growth…”
LET SEE THE FEELINGS: Switch to the right side of the coin.
Show internal impact and how protagonist felt, what overcame, the change they sparked and prove the audience wrong in their expected prejudice.
Supporting methods: Pixar pitch, emotional resonance
ADAPT VISION TO AUDIENCES: Underline the capabilities.
Extend the lesson to something the audience can rely on. Give them a mirror to look in and send them the right message.
Supporting methods: Call‑to‑action frameworks, impact storytelling
Example: “If Amy can, so can you! Join our CFO mentorship program today.”
PROMINENT BRANDS USING IT
Dove’s Men+Care campaign opened with the trope of emotionally distant dads, then subverted it by showing real men caring for their families creating a perfect use-case of this method in consumer marketing.
