duration

Location
Virtual

Mario Ambrosi, Director of Communications and Marketing at Anchor, will combine his experience as a communications and marketing director and published author to explore the role of the comms professional as a storyteller, with a strong focus on communicating change.

  • Read more

    Great communications don’t start with messages — they start with stories.

    In this practical, engaging session, you’ll discover the universal storytelling principles behind everything from Hollywood films to fairytales, and how they can be used to make your change messages clearer, more human and more persuasive.

    Designed especially for communications professionals in the housing sector, the session demystifies storytelling frameworks described by TV and movie experts like John Yorke and Blake Snyder and shows how they align with the ADKAR change model.

    You’ll leave with simple, practical tools to connect emotionally with your audiences, cut through jargon, and drive real behavioural change.

  • Our speakers

    Mario Ambrosi, Director of Communications and Marketing, Anchor
    Mario is Director of Communications and Marketing at Anchor, England’s largest not-for-profit provider of housing and care for people in later life. He leads Anchor’s communications, marketing, brand and engagement activity, supporting the organisation’s purpose to improve the lives of older people through high-quality housing, care and services.

    Mario has extensive experience in strategic communications, reputation management and stakeholder engagement across the housing, care and public sectors. His work focuses on building trust, shaping public narratives and ensuring organisations communicate clearly and credibly with residents, colleagues, partners and policymakers.

    With a strong background in leading teams through organisational change and external scrutiny, Mario brings a practical, values-led perspective on communications leadership in complex and highly regulated environments.
  • Session outline

    Welcome / scene setting

    • Why so many change messages fail – even when the intent is right
    • The particular challenge (and opportunity) for communicators in housing

    Why stories work

    • The universal rules behind stories that resonate
    • How these rules show up everywhere – from films to frontline communications

    Storytelling as a change tool

    • Mapping the five-act story structure to ADKAR
      • Awareness: setting the world and the problem
      • Desire: making change matter emotionally
      • Knowledge & Ability: guiding people through the messy middle
      • Reinforcement: landing change in a way that sticks
    • Turning abstract change into something people can see themselves in

    From theory to practice

    • Simple ways to reshape existing campaigns for colleagues, residents and external audiences
    • Practical storytelling techniques you can use immediately

    Key takeaways / what to do next

    • A clear, repeatable framework for planning change communications
    • Practical prompts to stress-test whether your message will land
    • Confidence to use storytelling deliberately – not accidentally

    Discussion / Q&A

    • Applying the approach to real challenges from the room
  • Cancellations and substitutions

    If you are unable to attend an event or public training course, please let us know in writing (email is fine) at least 48 hours before. Please email [email protected]

    Otherwise, a cancellation fee of £60 plus VAT will be chargeable.

    If you are using a package place to attend and do not inform us within the agreed time frame, then a place will be taken to cover your non-attendance.

    Cancellations must be made in writing, and will be acknowledged by HQN Limited.

  • Price and booking

    Bookings are closed for this event.

    If you experience any issues when submitting your booking, please email [email protected] with the name and date of the session along with the delegate name(s), email address(es) and job title(s) and we'll process the booking for you.

Dates



 

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