Impact Story Lab

The National Geographic Society Impact Story Lab is an award-winning creative unit that combines world-class storytelling with social and behavioral science to drive measurable, positive change for our National Geographic Explorers and the world.

We build on National Geographic’s legacy, using media to illuminate and protect the wonder of our world.

Our projects are more than just media production, they are designed to move audiences from awareness to action, leading to real-world outcomes.

Storytelling for Change

Our Unique Approach

We operate at the forefront of the impact media industry by mobilizing the full power of National Geographic's storytelling to drive measurable action. At the heart of the Impact Story Lab is the belief that a powerful story is the most effective engine for change. Good stories are proven to influence opinions and behavior, and are central to the Impact Story Lab approach.

The Science of Storytelling

We utilize a rigorous, evidence-based process informed by social and behavioral science to ensure our storytelling is as effective as possible in driving change. Collaborating with leading academics and experts, we develop, implement and study methods for designing and evaluating how media drives change. Outputs include papers for scientific journals, presentations at industry events like the Media Impact Forum, and Workshops.

Our Impact in Action

Flora, Fauna, Funga

This short film follows Chilean mycologist Giuliana Furci to raise awareness of fungi as its own kingdom and advocate for its inclusion in conservation policy. As a result, 13 countries signed onto a resolution protecting fungi alongside plants and animals following a screening at the UN Biodiversity Conference.

Nkashi: Race for the Okavongo

Nkashi: Race for the Okavango follows the triumphs and challenges of three mokoro (dugout canoe) polers in northern Botswana competing in the annual Nkashi Classic. The Impact Story Lab collaborated with the Nkashi Trust to launch a comprehensive impact campaign, aiming to foster connection through community collaboration, spark action inspired by conservation and Indigenous knowledge, and catalyze change within local and national communities.

Loyal American

From the National Geographic Society Impact Story Lab and acclaimed photographer and Explorer Haruka Sakaguchi comes Loyal American, a powerful short film that brings to light the personal stories of Japanese Americans incarcerated during World War II. Since its release, the film has become a vital educational tool, reaching over 250 Japanese American community members and high school and college educators to foster nationwide dialogue on civil rights and racial injustice.