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Storytelling for impact

Last updated:
20 November 2025

Panel guests on stage at a talk sit in front of a projection
AKO Storytelling Institute 'Storytelling as a force for good' event, 2024. London College of Communication, UAL | Photograph Tim Boddy

How might new forms of storytelling and collaboration drive social and environmental justice?

Storytelling is one of the most powerful tools for shaping culture, building empathy and catalysing change. Across creative industries, campaigns that communicate complex issues in accessible, authentic and imaginative ways can shift public opinion, influence decision-makers and change policy and action.

Our staff and students have unique expertise in telling stories through multiple creative forms. At the same time, many campaigning and civil society actors seek new ways of reaching audiences and making an impact.

The storytelling for impact challenge brings these together, inviting collaboration between UAL staff, students and external partners to create storytelling projects that highlight urgent issues of social or environmental justice. Projects may take place within the curriculum or as extra-curricular collaborations. They can be led by and involve both academic and professional services staff, but must involve students in a fundamental way. Student-led projects are also welcomed.

The challenge is organised by the Social Purpose. The total pot available is £15,000. Individual projects may apply for up to a maximum of £10,000 and must be delivered between February and July 2026.

Projects should aim to achieve 1 or both of the following objectives:

1: Build collaborations between UAL staff, students, and external partners (for example, NGOs, campaigning groups, cultural or community organisations) to amplify under-represented voices, surface urgent issues, and mobilise audiences through novel approaches to creative communication.

2: Enhance student skills and career readiness by creating opportunities to practice impactful storytelling, audience engagement, and partnership working in real-world contexts.

1: Budget efficiently with an itemised breakdown of spend, naming the intended hiring manager for staffing contracts and the intended suppliers for materials or services – you’re strongly encouraged to use UAL suppliers.

2: Ask for no more than the maximum challenge allocation of £10,000 and allocate no more than 50% of the proposed spend to staffing costs.

3: UAL staff: get approval from your line manager, dean or director and key project stakeholders.

4: UAL students: get approval from your course leader and key project stakeholders.

5: Deliver a clear output within the project period: February to July 2026.

6: Design and deliver collaboratively so that benefits extend beyond individual practice. Collaboration across UAL Colleges, disciplines, staff and student groups is highly encouraged.

7: Consider how you can involve students and positively impact the student journey, directly or indirectly. The fund can’t support students’ final projects.

8: If your project involves sensitive data or direct engagement with vulnerable or marginalised communities, set out how:

  • data risks will be managed, including GDPR compliance
  • participants will be safeguarded (for example: a named, qualified safeguarding lead or experienced project partner)
  • appropriate support and signposting will be provided.

In some cases, submission to the UAL Ethics Committee may be required.

9: Represent genuinely new initiatives, or a new, distinct phase of existing work. We cannot fund ongoing initiatives that already have substantial funding. If an existing initiative does not have enough or sustainable funding, you’ll need to make a strong case for how your proposed phase clearly aligns with the challenge brief and brings something innovative. You cannot rely on the fund to extend current work.

1: This challenge has a total pot of £15,000 and maximum possible request of £10,000 per project.

2: All proposals must deliver a clear storytelling output.

3: Projects should define realistic impact objectives, identify target audiences, and demonstrate how storytelling can drive measurable influence in awareness, behaviour change, or policy and industry dialogue.

4: Projects must involve at least one external partner. If you wish to make payments to external partners or providers as part of your project, please set these out in your application. Setting up a payment to new partners or suppliers is subject to UAL procurement processes and may have implications for project timelines.

5: Projects may be curricular or extra-curricular, and proposals from all UAL job families are welcome. Students should play a fundamental and creative role in shaping and delivering the project.

In January 2026, proposals will be reviewed through a participatory grant-making process. This means that applicants and a group of UAL staff and students will come together in person and decide how to allocate the available funds.

It’s mandatory for a representative from each project to attend 2 half-day meetings on 16 and 28 January. At these sessions, applicants will pitch their proposals in a short presentation.

Attendees, including applicants, will then provide each project with a score based on 3 criteria:

1: Togetherness and co-creation

Does the project bring people together, involve diverse voices, and strengthen connections across communities?

2: Innovation and legacy

Does the project introduce new ideas or approaches that create lasting benefits, with outcomes and learning that continue to make a difference into the future?

3: Clarity and alignment

Is there a clear and realistic plan that aligns with the challenge brief objectives and can make the vision a reality?

Apply for the Social Purpose Innovation Fund.

Download the Social Purpose Innovation Fund application guide (Word 65KB).