How do you keep your falls prevention message from getting buried in all the other health messages out there today? Telling a compelling, real story that resonates with your intended audience is one way to stand out. 

First-person stories can connect with people in a way that’s personal and impactful. Here are two examples: 

• I’ve seen this firsthand. My father was a firefighter for 33 years, worked in the forestry department, and generally was always on the go. For a long time, he was a picture of health and vitality. Not too long ago, though, he had a major health scare, and we had to come to terms with the fact that, while we never did and never will want him to stop being himself, adjustments needed to be made in how he navigated the world. -- Victoria Martinez, Albuquerque  

• After my surgery, I fell more times than I can count, including at home – a common place for falls. I would fall so often, I became used to the occasional fall as just a part of my life. I’ve always been active, but I became nervous to do my normal activities. And while I remember limiting my activity for fear of falling, this can actually increase the risk of falls, since bodies that aren’t active lose the strength that we need to stay safe and strong. In reality, there are many small steps we all can do on our own to reduce the risk of falling. -- Mattie Taplin, Seattle 

People like to hear from others they can relate to about issues that matter to them. Stories from people with the same background, neighborhood, or life experience can be particularly effective at engaging both older adults and local media by putting a face and name to your message. Falls prevention can be a sensitive topic due to the stigma and negative messages around falls in older adults. Storytelling is a great way to make falls easier for people to talk about and capture the attention of people who may not think they are at risk of falling until they hear from someone like them.   

NCOA worked with older adults ahead of Falls Prevention Awareness Week in 2024 to share their stories as op-eds in local media outlets. Read more about what we learned in the process, and how you can apply storytelling to your falls prevention work. 

How do I start gathering stories? 

The most important step for storytelling in your campaign is to establish trust with your storytellers. Here are a few tips to get started: 

• Leverage relationships with partners. Reach out to partner organizations and ask for leads. Be sure to keep them copied on all communications with potential spokespeople to keep them up to date.  

• Talk to clients. If you work at a senior center or other organization that serves older adults or caregivers, ask participants if they’d be interested in sharing their story for your campaign. 

• Examine different points of view. When thinking about your audience, consider which perspectives will resonate most. Are you trying to reach older adults only, or would you like to take a broader approach and share caregivers’ stories? 

• Consider your spokespeople carefully. Think about whether the storytellers share your organization’s mission and values, and if their stories will relate to your intended audience. Keep the following questions in mind: 

• Is this person comfortable sharing their story publicly? Make sure that potential spokespeople know exactly what you’re asking of them and exactly where you plan to share their story. Not everyone is comfortable with having their life experiences broadcast to the public, and that’s okay. 

• Are there certain storytelling tactics to prioritize? There are a variety of ways to share a person’s story. Examples include a co-authored op-ed with an organization leader or another advocate or a one-on-one interview with a reporter. Maybe your storyteller is very engaging when sharing their experiences, and a video interview would make sense. This might be different for each storyteller or campaign, depending on available resources. 

• Does this storyteller have any existing relationships with local media contacts? Have they shared a similar story publicly before? Be sure to ask if there are specific community news outlets in which they’d like to see their stories. 

Amplifying your stories 

Once you’ve gathered stories from your spokespeople and received their approval to share them, you’re halfway through the process. The second half involves the “telling” piece: sharing the stories with your audience.  

You may choose to simply add the stories to your website as a feature or article or share them in social media posts. Pitching stories to media outlets will require a little more legwork, but the additional exposure for your organization and falls prevention campaign is worth it. 

Choose news outlets that feel authentic to your storytellers and serve the appropriate community and audience you’re trying to reach, for example, caregivers, families, older adults, or professionals. These outlets can be local or national—just be sure to research them first to ensure they’re a good fit. 

Send a short, friendly email to your chosen media contacts with a one- or two-sentence summary of your story and why it’s relevant to their readers or viewers. If you don’t hear back, send a respectful follow-up before moving on to your next target. 

Giving back 

Finally, ensure your storytellers are compensated for their time and effort. The storytellers we worked with spent ample time sharing their stories with us, reviewing the op-eds we drafted, and speaking with reporters—all of which was time-consuming. It can also be mentally exhausting to discuss stories that are particularly emotional at length with strangers. Be sure to thank them for their contributions and provide them with an adequate stipend or gift card in exchange.