Stories With Purpose: Inside SJMC’s Social Impact Storytelling Course

At a time when meaningful storytelling shapes conversations, influences brands and sparks movements, one School of Journalism and Mass Communication (SJMC) course is teaching students how to use their voices for impact. Social Impact Storytelling (Journ176), taught by teaching faculty Adam Schrager, is designed to help students understand not just what makes a compelling story, but why it matters.

Through multimedia storytelling and real-world examples, students learn how to analyze social impact campaigns and create meaningful stories of their own. As the first course of its kind in the nation, Social Impact Storytelling is unique to UW-Madison and the SJMC. While reporting often looks at the who, what, when and where of a story, social impact storytelling focuses its attention on the why and how.

“We all want value, we all want purpose in our lives, and this is a good way to start down that path,” said Schrager.

Throughout the semester, students examine social impact stories from around the world. Stories of all kinds are discussed, questioned and analyzed by their emotional power. As an introductory course, the fundamentals of journalism and reporting are introduced, but the true focus lies in the understanding of feelings behind impactful campaigns. Schrager uses video ad examples to show his class effective campaigns that sparked real change.

First-year student Ella Skidmore said she started looking into journalism and her academic advisor recommended the course.

“It makes me feel inspired to go out and do stuff like the videos show,” said Skidmore, “It makes me feel good about my major and I always leave feeling reassured that it’s a good path.”

Schrager said his goal for the course is to help the next generation recognize the influence they already have. By showing Generation Z stories that inspire action, he hopes students realize the difference they can make in the world.

“I wanted you all to understand your power,” said Schrager, “There’s great power in your voices, and if purpose is what you say you want, how can you best go out and achieve it?”

Students listening to peer presentations during Student Share Day.

The course is built on a foundation of questions and emotions. In addition to in-lecture case studies and industry-leading guest speakers, students participate in a series of “Student Share Days” – small group discussions where they present a social impact story that resonated with them and explore why it matters. The activity emphasizes collaboration and peer learning, a cornerstone of Schrager’s teaching philosophy.

Nivedha Chandramouli, a senior in the Wisconsin School of Business, found this course by chance. As a marketing major, she said Social Impact Storytelling has given her a new perspective on brands and creativity.

“A lot of assignments feel more like creative arts and crafts,” said Chandramouli, “There’s just so much more I’m doing with my own brain for this class.”

By the end of the course, students have analyzed social impact stories told by global brands and organizations and have written their own. The course prepares them for careers in public relations, journalism, marketing, business and beyond. More than anything, Social Impact Storytelling reminds students they have the voice and power to make real social change and provides them with the tools to do it.