Practice Abstract - Research and innovation

Storytelling for Impact – A Narrative-Based Communication Approach in Climate Farm Demo

In the Climate Farm Demo, Dissemination, Exploitation and Communication (DEC) play an important role in communicating climatesmart farming practices. To support this, a storytelling-based approach has been developed to turn complex research and data into compelling, relatable stories that resonate with farmers, advisors, policymakers, and the public.

This method helps present real-life impacts of climate-smart practices, making the benefits more accessible and engaging. The approach is structured around three main components:

Step 1: Identify Relevant Information (See Message Box)
Use the Message Box to define key elements of your story:

  • Audience – Who are you trying to reach?
  • Problem – What challenge are they facing?
  • So what? – Why does this matter to them?
  • Solution – What climate-smart practice or innovation helps?
  • Benefit – What difference does this solution make?


Step 2: Build the Narrative (4-Step Story Structure)
Craft a powerful story using these elements:

  • Setting – What is the current situation or knowledge level?
  • Characters –
    • Villain: e.g., climate change, extreme weather
    • Victim: e.g., the farmer or ecosystem under threat
    • Hero: e.g., a climate-smart solution like no-till or cover cropping
  • Plot – Describe how the villain affects the victim using real evidence.
  • Moral – Show how the solution (hero) helps and share a clear takeaway.

Step 3: Structure the Story for Engagement
Organize your story to maximize impact:

  • Section 1: Introduce the problem and the characters
  • Section 2: Share who, where, when, and the solution
  • Section 3: Provide background and key evidence
  • Section 4: Conclude with how the issue is solved and what action is needed

This storytelling method has been integrated into DEC training and support materials within CFD to strengthen demonstration events and farmer engagement. Stories make technical solutions personal and memorable helping inspire real change on farms across Europe.

Source Project
Climate Farm Demo
Ongoing | 2022-2029
Main funding source
Horizon Europe (EU Research and Innovation Programme)
Geographical location
Austria, Belgium, Bulgaria, Croatia, Denmark, Estonia, Finland, France, Germany, Greece, Hungary, Ireland, Italy, Lithuania, Luxembourg, Netherlands, Poland, Portugal, Romania, Slovakia, Slovenia, Spain, Sweden, United Kingdom, Switzerland, Serbia
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