From AgInfo.net (Maura Bennett):
The Symposium is hosted by Colorado State University and sponsored in part by the Colorado Dairy Farmers.
It’s the farmers like Chris Kraft of Kraft Family Dairies near Fort Morgan whose livelihoods depend on the increasingly scarce resource.
Kraft: “Without that, we don’t do what we do. So this is critically important for us.”
Kraft says times have changed with more people living in Colorado and a growing dairy industry making water issues more severe.
Kraft:” We’re interested in all the ways water is being discussed. A lot of the water that we use in on dairy farms in Colorado is historically old water rights, some of them going back to before statehood. Our industry doesn’t exist without that water. We have to have that water and we’re interested in making sure that we’re at the table when these kinds of discussions are going on.
Gary Knell, chairman of National Geographic Partners was asked for his focus on the power of storytelling. A panel discussion focused on how social movements, campaigns, and storytelling shape public sentiment.
A dialogue between Vilsack and Axelrod concluded the symposium.
From Ag Journal Online (Candace Krebs):
Highlighting [John Wesley] Powell’s devotion to science, his foresightedness and his willingness to speak up was the starting point for the recent annual Water in the West Symposium, hosted by Colorado State University’s new SPUR campus in Denver. Keynote speaker Gary Knell, chairman of National Geographic Partners and former president and CEO of the National Geographic Society, related Powell’s story as he sketched out a history of how early exploration of the West led to formation of the National Park Service and an ethic of conservation that was soon interwoven into the American mindset.
“Facts belong in the domain of science, but the best stories make the facts relevant in ways people can visualize and identify with,” he said. “Embrace the power in your own story to change hearts and minds, and together we can change the world.”
Stories nestled within other stories is how this year’s symposium served to illustrate many of the ideas the speakers shared as they reflected on the role of storytelling to motivate change, address challenges and produce lasting results.
Water issues are complex, and perspectives are wide-ranging, which means listening and respecting is as important as speaking, for writers and photographers as well as influencers and advocates, Knell said…
Gary Hirshfield, co-founder and now “Chief Creative Officer” of Stonyfield Yogurt, emphasized repeatedly the importance of making the message “visceral,” by relying on ingenuity and originality.
“We launched an organic yogurt company in 1983 at a time when nobody was eating yogurt and no one knew what organic was,” he recalled.
Hirshfield had to come up with creative ways to persuade consumers to buy an unfamiliar product at a steep price premium to conventional brands.
“We had no money, but we had cows. So we came up this very simple idea that if you sent in five yogurt labels, you would get to adopt a cow,” he recalled.
He also used “moos-letters,” farm cams and Yo-Tube, his original version of a YouTube message channel, to sell a fun hip image, while reaching out to bloggers and influencers to spread brand recognition and enthusiasm to millions of followers.
“We had fun. We didn’t take ourselves too seriously but focused on keeping it upbeat, positive and funny,” he said.
Social media “is an artform now,” he added. “It’s highly refined and oversaturated, so how you cut through that is critical.”
Keep the message simple, don’t overwhelm with facts, be positive and solution-oriented, and listen instead of doing all the talking, he advised…
Justin Worland, a journalist covering energy, environment and climate for Time Magazine, talked about choosing to pursue articles that educate and move a larger conversation forward…
Sarah Soule is an academic researcher at the Stanford Graduate School of Business and has written extensively on corporate responsibility and social movements.
“Why are some social movements successful when others are not? That’s one of the big research questions we study,” she said.
Key factors include how the issues are framed, the overall political environment, available resources and the role of media.