{"id":29298,"date":"2022-04-24T06:25:59","date_gmt":"2022-04-24T10:25:59","guid":{"rendered":"https:\/\/www.wyliecomm.com\/?p=29298"},"modified":"2022-05-16T07:12:28","modified_gmt":"2022-05-16T11:12:28","slug":"impact-of-human-interest-stories","status":"publish","type":"post","link":"https:\/\/www.wyliecomm.com\/2022\/04\/impact-of-human-interest-stories\/","title":{"rendered":"What\u2019s the impact of human-interest stories?"},"content":{"rendered":"<h2>Show readers one person \u2014\u00a0not 1,001<\/h2>\n<p>Quick! Would you rather spend $10 million to save 10,000 lives from a disease that caused 15,000 deaths a year, or save 20,000 lives from a disease that killed 290,000 people a year?<\/p>\n<figure id=\"attachment_29299\" aria-describedby=\"caption-attachment-29299\" style=\"width: 600px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" data-attachment-id=\"29299\" data-permalink=\"https:\/\/www.wyliecomm.com\/2022\/04\/impact-of-human-interest-stories\/impact-of-human-interest-stories\/\" data-orig-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2022\/04\/impact-of-human-interest-stories.png\" data-orig-size=\"455,300\" data-comments-opened=\"1\" data-image-meta=\"{&quot;aperture&quot;:&quot;0&quot;,&quot;credit&quot;:&quot;&quot;,&quot;camera&quot;:&quot;&quot;,&quot;caption&quot;:&quot;&quot;,&quot;created_timestamp&quot;:&quot;0&quot;,&quot;copyright&quot;:&quot;&quot;,&quot;focal_length&quot;:&quot;0&quot;,&quot;iso&quot;:&quot;0&quot;,&quot;shutter_speed&quot;:&quot;0&quot;,&quot;title&quot;:&quot;&quot;,&quot;orientation&quot;:&quot;0&quot;}\" data-image-title=\"impact-of-human-interest-stories\" data-image-description=\"\" data-image-caption=\"&lt;p&gt;People in one study gave more than twice as much to a single child than to 11 million starving children in Ethiopia.&lt;\/p&gt;\n\" data-medium-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2022\/04\/impact-of-human-interest-stories-300x198.png\" data-large-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2022\/04\/impact-of-human-interest-stories.png\" tabindex=\"0\" role=\"button\" data-src=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2022\/04\/impact-of-human-interest-stories.png\" alt=\"Impact of human interest stories\" title=\"Impact of human interest stories\" width=\"455\" height=\"300\" class=\"size-full wp-image-29299 lazyload\" data-srcset=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2022\/04\/impact-of-human-interest-stories.png 455w, https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2022\/04\/impact-of-human-interest-stories-300x198.png 300w\" data-sizes=\"(max-width: 455px) 100vw, 455px\" src=\"data:image\/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw==\" style=\"--smush-placeholder-width: 455px; --smush-placeholder-aspect-ratio: 455\/300;\" \/><noscript><img loading=\"lazy\" decoding=\"async\" data-attachment-id=\"29299\" data-permalink=\"https:\/\/www.wyliecomm.com\/2022\/04\/impact-of-human-interest-stories\/impact-of-human-interest-stories\/\" data-orig-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2022\/04\/impact-of-human-interest-stories.png\" data-orig-size=\"455,300\" data-comments-opened=\"1\" data-image-meta=\"{&quot;aperture&quot;:&quot;0&quot;,&quot;credit&quot;:&quot;&quot;,&quot;camera&quot;:&quot;&quot;,&quot;caption&quot;:&quot;&quot;,&quot;created_timestamp&quot;:&quot;0&quot;,&quot;copyright&quot;:&quot;&quot;,&quot;focal_length&quot;:&quot;0&quot;,&quot;iso&quot;:&quot;0&quot;,&quot;shutter_speed&quot;:&quot;0&quot;,&quot;title&quot;:&quot;&quot;,&quot;orientation&quot;:&quot;0&quot;}\" data-image-title=\"impact-of-human-interest-stories\" data-image-description=\"\" data-image-caption=\"&lt;p&gt;People in one study gave more than twice as much to a single child than to 11 million starving children in Ethiopia.&lt;\/p&gt;\n\" data-medium-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2022\/04\/impact-of-human-interest-stories-300x198.png\" data-large-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2022\/04\/impact-of-human-interest-stories.png\" tabindex=\"0\" role=\"button\" src=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2022\/04\/impact-of-human-interest-stories.png\" alt=\"Impact of human interest stories\" title=\"Impact of human interest stories\" width=\"455\" height=\"300\" class=\"size-full wp-image-29299\" srcset=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2022\/04\/impact-of-human-interest-stories.png 455w, https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2022\/04\/impact-of-human-interest-stories-300x198.png 300w\" sizes=\"(max-width: 455px) 100vw, 455px\" \/><\/noscript><figcaption id=\"caption-attachment-29299\" class=\"wp-caption-text\">People in one study gave more than twice as much to a single child than to 11 million starving children in Ethiopia. <a href=\"https:\/\/www.shutterstock.com\/image-photo\/african-boy-holding-his-hands-open-714694882\" rel=\"noopener\" target=\"_blank\"><em>Image by Riccardo Mayer<\/em><\/a><\/figcaption><\/figure>\n<h5>\u201cIf I look at the mass, I will never act. If I look at the one, I will.\u201d<\/h5>\n<h6>\u2014 Mother Teresa<\/h6>\n<p>That\u2019s the decision psychologist Paul Slovic of the University of Oregon asked two groups of research participants to make, author Shankar Vedantam reports in his new book, <em>The Hidden Brain<\/em>. Overwhelmingly, the research participants said they\u2019d rather spend money saving the 10,000 lives rather than the 20,000 lives.<\/p>\n<p>Rather than invest in saving the most lives, these folks sought to save the largest proportion of lives within a group of victims.<\/p>\n<p>Are they crazy?! Nope. That\u2019s just how our brains work.<\/p>\n<p>\u201cThe reason human beings seem to care so little about mass suffering and death is precisely because the suffering is happening on a mass scale. The brain is simply not very good at grasping the implications of mass suffering,\u201d Vedantam writes.<\/p>\n<p>\u201cAmericans would be far more likely to step forward if only a few people were suffering or a single person were in pain. \u2026 We are best able to respond when we are focused on a single victim.\u201d<\/p>\n<p>So we don\u2019t feel 20 times sadder when we learn that 20 people have died in a disaster than we do when we learn that one person has died. We don\u2019t even feel twice as sad.<\/p>\n<p>In fact, we may actually care less.<\/p>\n<h3>Rokia vs. statistics<\/h3>\n<p>Consider <a href=\"http:\/\/idei.fr\/doc\/conf\/psy\/papers\/small.pdf\" target=\"_blank\" rel=\"noopener\">another study<\/a> (PDF), this one by researchers at the University of Pennsylvania, Carnegie Mellon University and Decision Research.<\/p>\n<p>In this study, people read one of two letters. The first focused on facts and stats about the magnitude of the problems facing children in Africa:<\/p>\n<div class=\"excerptbox\" style=\"border:1px solid black;\">\n<ul>\n<li>Food shortages in Malawi are affecting more than 3 million children.<\/li>\n<li>In Zambia, severe rainfall deficits have resulted in a 42% drop in maize production from 2000. As a result, an estimated 3 million Zambians face hunger.<\/li>\n<li>Four million Angolans \u2014 one third of the population \u2014 have been forced to flee their homes.<\/li>\n<li>More than 11 million people in Ethiopia need immediate food assistance.<\/li>\n<\/ul>\n<\/div>\n<p>The second shared the story of a single African girl named Rokia:<\/p>\n<div class=\"excerptbox\" style=\"border:1px solid black;\">Any money that you donate will go to Rokia, a 7-year-old girl from Mali, Africa. Rokia is desperately poor, and faces a threat of severe hunger or even starvation. Her life will be changed for the better as a result of your financial gift. With your support, and the support of other caring sponsors, Save the Children will work with Rokia\u2019s family and other members of the community to help feed her, provide her with education, as well as basic medical care and hygiene education.<\/div>\n<p>On average, the people who read the statistics contributed $1.14. The people who read about Rokia contributed $2.38 \u2014 more than twice as much.<\/p>\n<p>\u201cIt seems that most people have something in common with Mother Teresa,\u201d write Chip Heath and Dan Heath in <a href=\"http:\/\/www.amazon.com\/gp\/product\/1400064287?ie=UTF8&amp;tag=wwwwyliecomco-20&amp;linkCode=as2&amp;camp=1789&amp;creative=9325&amp;creativeASIN=1400064287\" target=\"_blank\" rel=\"noopener\"><em>Made to Stick<\/em><\/a>. \u201cWhen it comes to our hearts, one individual trumps the masses.\u201d<\/p>\n<p>Trying to raise awareness of your product, service, program or cause? Tell a good human interest story.<\/p>\n<h3>Story + statistics<\/h3>\n<p>Next, the researchers gave a third group of people both sets of information \u2014 the statistics and the story about Rokia. Perhaps, they thought, the combination of statistics and stories \u2014 the power of individual need coupled with the statistical scale of the problem \u2014 would inspire a whole new level of giving.<\/p>\n<p>Not so. The people who received both letters gave $1.43, almost a dollar less than the people who read the Rokia story alone. Somehow the statistics \u2014 evidence of massive human suffering \u2014 actually made people less charitable.<\/p>\n<h5 class=\"standalone\">On average, the people who read statistics about mass suffering contributed $1.14. The people who read about one little girl contributed $2.38 \u2014 more than twice as much.<\/h5>\n<p>\u201cThe mere act of calculation reduced people\u2019s charity,\u201d the Heaths write. \u201cOnce we put on our analytical hat, we react to emotional appeals differently. We hinder our ability to feel.\u201d<\/p>\n<p>Vedantam agrees.<\/p>\n<p>\u201cWe respond to mass suffering in much the same way that we respond to most things in our lives. We fall back on rules of thumb, on feelings, on intuitions,\u201d he writes.<\/p>\n<p>\u201cOur empathic telescopes are activated when we hear a single cry for help \u2014 the child drowning in the pond, the dog abandoned on an ocean. When we think of human suffering on a mass scale, our telescope does not work, because it has not been designed to work in such situations.\u201d<\/p>\n<h3>\u2018The identifiable victim effect\u2019<\/h3>\n<p>This &#8220;identifiable victim effect&#8221; is nothing new, write the University of Pennsylvania researchers: People donated:<\/p>\n<ul>\n<li>More than $700,000 to help <strong>\u201cBaby Jessica\u201d when she fell in a well<\/strong> near her home in Texas.<\/li>\n<li>\u00a3275,000 for the medical care <strong>of a wounded Iraqi boy<\/strong> named Ali Abbas.<\/li>\n<li>Some $48,000 to save a <strong>dog stranded on a ship adrift on the Pacific Ocean<\/strong> near Hawaii.<\/li>\n<\/ul>\n<p>No wonder newspapers and magazines focus on the human-interest story behind the story, and not just on the news story.<\/p>\n<h3>Appeal to the hidden brain<\/h3>\n<p>We\u2019re not bad \u2014 I mean, Mother Teresa\u2019s brain worked the same way. As humans, it turns out, we\u2019re just not very \u2026 evolved.<\/p>\n<p>\u201cHumans are the only species that is even aware of large-scale suffering taking place in distant lands; the moral telescope in our brain has not had a chance to evolve and catch up with our technological advances,\u201d Vedantam writes. \u201cOur conscious minds can tell us that it is absurd to spend a boatload of money to save one life when the same money could be used to save 10. But in moral decision-making, it is the hidden brain that usually carries the day.\u201d<\/p>\n<h5 class=\"standalone\">So how can you improve your campaign results?<\/h5>\n<h5 class=\"standalone\">Show readers one person \u2014 not 1,001.<\/h5>\n<p>____<\/p>\n<p>Sources: Shankar Vedantam, \u201c<a href=\"http:\/\/www.theweek.com\/article\/index\/106310\/The_little_dog_lost_at_sea\" target=\"_blank\" rel=\"noopener\">The little dog lost at sea<\/a>,\u201d <em>The Week<\/em>, Feb. 16, 2010<\/p>\n<p>Deborah A. Small, George Loewenstein, Paul Slovic, \u201c<a href=\"http:\/\/idei.fr\/doc\/conf\/psy\/papers\/small.pdf\" target=\"_blank\" rel=\"noopener\">Can Insight Breed Callousness? The Impact of Learning about the Identifiable Victim Effect on Sympathy<\/a>\u201d (PDF), University of Pennsylvania, 2005<\/p>\n<p>Chip Heath and Dan Heath, <a href=\"http:\/\/www.amazon.com\/gp\/product\/1400064287?ie=UTF8&amp;tag=wwwwyliecomco-20&amp;linkCode=as2&amp;camp=1789&amp;creative=9325&amp;creativeASIN=1400064287\" target=\"_blank\" rel=\"noopener\"><em>Made to Stick<\/em><\/a>, Random House, 2007<\/p>\n<div id='MC-AOS-OVW' class='widgets_on_page wop_tiny1  wop_small1  wop_medium1  wop_large1  wop_wide1'>\n\t\t\t<ul><li id=\"custom_html-38\" class=\"widget_text widget widget_custom_html\"><div class=\"textwidget custom-html-widget\"><a title=\"Master the Art of Storytelling - Ann Wylie's creative-content workshop\" href=\"https:\/\/www.wyliecomm.com\/corporate-communications-training\/writing-classes\/business-storytelling-training\/\" target=\"\" rel=\"noopener\"><img decoding=\"async\" data-src=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2024\/02\/storytelling-workshop.png\" alt=\"Master the Art of Storytelling - Ann Wylie's creative-content workshop\" title=\"Master the Art of Storytelling - Ann Wylie's creative-content workshop\" width=\"auto\" height=\"auto\" border=\"0\" style=\"--smush-placeholder-width: 250px; --smush-placeholder-aspect-ratio: 250\/250;float:left; text-align:left; margin: 0 auto; margin-right: 10px; margin-top: 1px; margin-bottom: 5px; background-color: #ffffff; font-size: 18x; line-height: 22px; padding: 0px; color: #FFFFFF; max-width:100%; max-height:100%;\" class=\"img-max lazyload\" src=\"data:image\/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw==\"><noscript><img decoding=\"async\" src=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2024\/02\/storytelling-workshop.png\" alt=\"Master the Art of Storytelling - Ann Wylie's creative-content workshop\" title=\"Master the Art of Storytelling - Ann Wylie's creative-content workshop\" width=\"auto\" height=\"auto\" border=\"0\" style=\"float:left; text-align:left; margin: 0 auto; margin-right: 10px; margin-top: 1px; margin-bottom: 5px; background-color: #ffffff; font-size: 18x; line-height: 22px; padding: 0px; color: #FFFFFF; max-width:100%; max-height:100%;\" class=\"img-max\"><\/noscript><\/a><h3>How can you tell better business stories?<\/h3>\r\n<p>Stories are so effective that Og Mandino, the late author of the bestselling <em>The Greatest Salesman in the World<\/em>, says, \u201cIf you have a point, find a story.\u201d<\/p>\r\n\r\n<p>Learn to find, develop and write stories that engage readers\u2019 hearts and minds at <a title=\"Master the Art of Storytelling - Ann Wylie's creative-content workshop\" href=\"https:\/\/www.wyliecomm.com\/corporate-communications-training\/writing-classes\/business-storytelling-training\/\" target=\"\" rel=\"noopener\"><strong>Master the Art of Storytelling<\/strong><\/a>, our content-writing training workshop.<\/p>\r\n\r\n<p>There, you\u2019ll learn how to find the aha! moment that\u2019s the gateway to every anecdote. How to start an anecdote with a bang \u2014 instead of a whimper. And how to use \u201cthe most powerful form of human communication\u201d to grab attention, boost credibility, make messages more memorable and communicate better.<\/p>\r\n\r\n<div class=\"btn btn--depth\" style=\"text-align: center;  margin: 10px 0 20px; width:100%;\"><a id=\"btnTT\" style=\"\" title=\"BOOK NOW\" href=\"https:\/\/www.wyliecomm.com\/corporate-communications-training\/writing-classes\/business-storytelling-training\/\" target=\"\" rel=\"noopener noreferrer\" data-width=\"91\">BOOK NOW<\/a>\r\n<!-- [if mso]>\r\n<p style=\"line-height:0;margin:0;\"><v:roundrect xmlns:v=\"urn:schemas-microsoft-com:vml\" href=\"https:\/\/www.wyliecomm.com\/corporate-communications-training\/writing-classes\/business-storytelling-training\/\" style=\"width:153px\" arcsize=\"8%\" strokecolor=\"#D96237\" filled=\"t\"><v:fill type=\"gradient\" angle=\"180\" color=\"#f16522\" color2=\"#f16522\"><\/v:fill><v:textbox style=\"mso-fit-shape-to-text:t\" inset=\"0px,11px,0px,11px\"><center 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1,001<\/p>\n","protected":false},"author":6,"featured_media":29299,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_genesis_hide_title":false,"_genesis_hide_breadcrumbs":false,"_genesis_hide_singular_image":false,"_genesis_hide_footer_widgets":false,"_genesis_custom_body_class":"","_genesis_custom_post_class":"","_genesis_layout":"","_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[63],"tags":[13036],"class_list":{"0":"post-29298","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-human-interest","8":"tag-human-interest-stories","9":"entry"},"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v23.4 (Yoast SEO v23.6) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>What\u2019s the impact of human-interest stories?<\/title>\n<meta name=\"description\" content=\"People in one study gave more than twice as much 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