Storytelling is increasingly recognized as a key discipline and activity to bring ideas to the market and to build customer loyalty. As a result, both new media storytelling and new media advertising (e.g., mobile advertising, leveraging social media, creating virals) have become an inclusive part of a new marketing strategy, presently barely covered by the existing curricula in many schools. The way of storytelling in commercials, how they are produced and distributed with all the technical possibilities the sector provides, evolved profoundly to meet changing consumers preferences and needs.
Through the exchange of good practices, the main goal of the project is to improve existing curricula to include the techniques of storytelling. For this purpose the project partners will develop two toolboxes to professionalize and trigger students and educators (RIGA communiqué) , to meet the following strategic objectives, recommended in the Strategic Framework ET 2020 to member states.