#79 - How to Tell Sensitive Marketing Stories Without Causing Harm – A Trauma Specialist’s Perspective w/ Laura Azoni, LMSW

Higher Ed Storytelling University

My guest today is Laura Azoni, LMSW, a trauma and resiliency specialist with over 15 years of experience in trauma-informed care. Laura has worked extensively with survivors of mass violence, specializing in creating recovery strategies and empowering individuals to share their stories in a way that respects their dignity and well-being.

In this episode, Laura shares insights on how higher ed marketers can approach storytelling with sensitivity, particularly when working with individuals who have experienced significant challenges. She discusses the importance of honoring consent, creating a safe and empowering environment for storytellers, and balancing institutional goals with ethical storytelling practices.

Key Takeaways:

• The Art of “Both/And”: Learn to balance the dual goals of meeting marketing objectives while respecting and protecting the individuals sharing personal stories.
• Storytelling Ethics: Avoid harm by honoring consent throughout the entire process, empowering subjects, and setting clear expectations.
• Creating Safe Spaces: Simple actions, such as allowing participants to choose their environment or validating their concerns, can build trust and comfort during interviews.
• When to Pivot: Recognize the signs that someone may not be ready to share their story and prioritize their well-being over campaign needs.
• The Ripple Effects of Healing: Trauma recovery is complex, but storytelling can amplify the ripple effects of healing when handled with care.

Resources Mentioned:

• The Body Keeps the Score by Bessel van der Kolk, MD
• The Anxious Generation by John Duffy, PhD
• Bruce Perry's The Boy Who Was Raised as a Dog

Donate to Sanctuary Services for trauma recovery scholarships: sanctuaryservices.org/donate

Connect with Laura:

• LinkedIn: https://www.linkedin.com/in/lauraazoni/
• Website: https://www.sanctuaryservices.org/
• Instagram: https://www.instagram.com/lauraatsanctuaryservices/
• Facebook: https://facebook.com/sanctservices/

Connect with John:

• LinkedIn: https://www.linkedin.com/in/johnazoni
• Website: https://unveild.tv
• Newsletter: https://unveild.tv/newsletter