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Stories are powerful tools. Every kind of communication we create can benefit from well-told stories. That's because stories reach people in emotional ways that facts and figures can't. Everyone in the movement knows the thrill of seeing hard work pay off for our athletes with intellectual and developmental disabilities. Through stories, we can inspire a wide range of emotions in viewers, readers, followers and listeners.

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Our stories connect them to our world. Stories about Special Olympics athletes and the sports they play are central to our mission. These are ideal topics for people outside the movement who don't understand who we are and what we do. The mission of Special Olympics is to share the gifts and achievements of people with intellectual and developmental disabilities. Storytelling is a powerful way to do that.

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Storytelling is really two things. A story is a compelling tale of change with a beginning, middle, and ending. Telling means using simple rules to share it in a way people enjoy. Story and telling work together. Storytelling effectively shows what happened, what people felt, and what changed. You must keep in mind that stories are about change. If there's no change, there's no story.

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Change is driven by challenges to overcome. Special Olympics Chairman Tim Shriver said in an all-staff webcast, “We can't just say, oh, Special Olympics is fantastic.” He explained that it's important that our stories reveal the tough challenges our athletes face. Those struggles show what must change. They set the stage for the successes we share. So storytelling must begin with story finding, and story finding means seeking Special Olympics athletes and others who face challenges and take an action to overcome them.

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Find those stories. Then begin your storytelling. Every Special Olympics story needs a beginning, middle, and ending. Each plays a role in developing the plot. In the beginning, we introduce a main character who faces a difficult challenge. In our stories, the main character is often an athlete with ID. Challenges like bullying, loneliness, or the low expectations of others drive our athletes to reach deep and work hard.

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They may take on equally demanding personal challenges, pushing themselves to make their mark in sports, leadership, advocacy and community impact. From the beginning, we need to share how a challenge may lead first to fear, frustration and anxiety, but then to hope, empowerment, confidence and fierce determination. The feeling that drives the main character forward is the theme of the story.

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In the middle, things start to change for the better. The story introduces people from Special Olympics, people who support, coach, train and provide opportunities to the main character. The main character takes it from there and drives the change in the story. They transform themselves through the power of sport and competition. Others achieve changes in their lives through their knowledge, skills, strengths, personality, and hard work.

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Seek examples of change that align with Special Olympics goals. Stronger, better, more confident athletes. Healthier bodies and minds. Stronger leaders. More inclusive schools and communities and athletes who are appreciated in new ways by those around them. In the ending, we have the resolution. The main character overcomes the challenge in a satisfying way. The ending needs to show that the change is long lasting and a benefit to the main character and others throughout the story.

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Mindfully focus on quotes and details that build emotional connections with the people reading, listening, or watching. We want people to cheer for the main character along the way, and then feel the thrill of accomplishment at the end. Before you put effort into interviewing people and shaping your story, plan with this in mind: we make these stories for people who are outside the movement.

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Our stories need to be interesting to people who don't know what we know about Special Olympics. For every story, ask the question, “Who cares about this?” Focus on stories that people outside of Special Olympics will care about and understand. There are topics and stories that everyone loves. Write about people overcoming challenges and transforming their lives. Write about work that changes life in the community.

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Write about people who train hard and triumph in their own ways. And finally, keep these points in mind: whether it's video, writing, social media, or a conversation, begin with a relatable, interesting situation. Think about what excited you about this story. Start there. Start strong and keep people's interest throughout the story. Using good storytelling should keep them till the very end.

