Zooming into the data and zooming back out of it will allow people to both connect with and be impacted by the data.

I’m sitting in a room with 70 other people and I can feel the *whoosh* of information flying over my head.

“70% of this and 20% of that”

“300,000 of these in the US”

“A whole gaggle of something else”

I particularly hate the gaggles of things.

Data is not remembered. You know this to be true. You might not want it to be true, but you know it to be true. When we hear statistics and data, it’s easy to disconnect from those things, unless we have experience with the affecting data.

We like to use a strategy we call Zoom In and Zoom Out.

We like to begin with the story of the someone who is or has been affected by the data. I want to know her and understand her before I’ll give the data any room in my brain. Our film Much Love is an example of this. To simply tell you that without the work the United Way did in two underperforming schools, 500 students would not have graduated high school doesn’t resonate. But when we tell you what it’s like for Kymoni to work a full time job, raise a son, and go to school, you feel much differently about the 500 student statistic. You wonder, how did we let this happen?

Zoom in and tell the story of someone steeped in your data, then zoom out and give us the data. “This person is 1 of the 70% of kids without access to immunization shots as a child.”

Impact and connection. Get it.

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