Digital stories -- first person, self-made 2-3-minute videos -- aim to generate awareness
about problems, impart knowledge, or promote compassion. Sharing critical life events and
related insights are invaluable for tellers and listeners alike, supporting catharsis,
healing, reconciliation, and connectiveness. Digital stories are created and shared among
organizations or citizens ( "ordinary" people without a background in filmmaking) to
promote awareness of particular problems. They impact peoples' knowledge of contemporary
issues, shaping attitudes by stimulating empathy, compassion, and active citizenship.
The proposed study explores digital stories/narratives, particularly those focused on
mental health recovery, and how stories elicit empathy and compassion by addressing three
main questions: (1) How is mental and emotional suffering depicted in video testimonies
presented by social marketing/fundraising campaigns, versus the stories of ordinary
people told through digital videos? (2) What impact does digital storytelling have for
the creators, as ordinary people willing to revisit difficult life moments and transform
them into digital videos? (3) What is the impact of video depictions on viewers in terms
of empathy and compassion?
This mixed-method study has 3 phases: In Phase 1 (Preparation), a search will be
conducted to identify activities related to Canadian social marketing and fundraising
campaigns. Digital storytelling workshops will be held simultaneously, and in-depth
interviews conducted before and after each workshop. Social service and community
organizations located in Montreal, Canada, will be contacted to promote the digital
storytelling workshops, to be implemented in the community and on university campuses. In
Phase 2, a pilot randomized controlled trial (RCT) will be undertaken and more in-depth
interviews conducted. Phase 3 will consist of knowledge dissemination activities.
The knowledge acquired through this study on individual and societal responses to stories
of human suffering will have a practical impact on future social marketing campaigns
promoted by government agencies, fundraising campaigns launched by nonprofit and
for-profit organizations, and the public. Results will consolidate previous knowledge
while providing new insights into what prompts citizens to help others.