SXSW 2024

Crafting Disruptive Narratives: Storytelling for Advocacy


In today's world, where traditional means of communication are losing impact, disruptive narratives emerge as a powerful tool for creating social change. This presentation explains the theory of harnessing creative storytelling to disrupt established narratives, leading to brand growth, heightened impact, and transformed communities. Exploring the concept of disruptive narratives, discovering their potential in building brand narratives, and understanding the fundamental framework for their creation, participants will gain insights into leveraging the power of storytelling for advocacy.

Additional Supporting Materials


  1. The theory of disruptive narratives and how they can be leveraged for creating social change and building advocacy within communities.
  2. Unveiling ways in which Girl Louie has partnered with organizations to build disruptive narratives to enhance brand awareness and amplify impact.
  3. Understanding the fundamental framework for building disruptive narratives to build brand awareness, drive advocacy, and transform communities.


  • sarah shelton, Founder & CEO, girl louie
  • Tiare Sadarananda, Manager of Creative Services, girl louie


Sarah Shelton, Founder, Girl Louie

Meta Information:

  • Event: SXSW
  • Format: Presentation
  • Track: Advertising & Brand Experience
  • Track 2
  • Level: Intermediate

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