Storytelling for Systems Change & Lessons in Building an Online Movement
In a time when terms like storytelling and systems change get tossed around more than they’re meaningfully applied, Samanta Krishnapillai brings clarity and courage.
As the founder of Group Project Initiatives, Samanta didn’t just build a popular Instagram account — she sparked a cultural shift. Her content helped millions of Canadians navigate disinformation, systemic injustice, and collective grief during the pandemic, while modeling what real, human-centered digital advocacy can look like.
But her work goes beyond content. Samanta is a strategist, a disruptor, and a builder of new spaces for justice and care. She designs storytelling and narrative change strategies that don’t just raise awareness—they mobilize action. And she does it with an unapologetic commitment to calling out harm, building bridges, and inviting the “Everyday Middle” into movements for equity.
In this open conversation, she joined The Good Growth Company community to explore what it means to tell stories that matter—stories that challenge systems, hold power accountable, and activate communities. From tactical tips to philosophical reflections, this Q&A was packed with insights for any leader looking to tell bolder stories, build online movements, and get into what the late John Lewis called “good trouble.”
A conversation with Samanta: Storytelling for systems change + lessons in building an online movement and getting into good trouble
Top Takeaways
Know your values before telling the story.
Storytelling becomes performative when we try to react to issues without a clear sense of what we stand for. According to Samanta, your “true north” needs to guide how you respond. What are your values? What are you not here to do? Get clear on that first—then tell the story.
Storytelling is trauma-informed care.
Samanta uses storytelling to hold people through their discomfort, helping them navigate overwhelm and shame without blame. Her content is designed to be inviting, not alienating. She doesn’t demand agreement—she meets people where they are.
Show up in your fullness.
Whether you're a founder, community leader, or nonprofit communicator, don’t separate the personal from the professional. The personal is political. Your perspective matters—and bringing it into your work can deepen trust and create resonance with your audience.
Make your story shareable.
Samanta emphasized that strong content needs to be timely, emotionally grounded, and formatted for engagement. Break up text. Use memes, screenshots, or video clips. You’re competing with everything else on a user’s feed—make it visual, relatable, and easy to share.
Ethical storytelling starts with accountability.
Tell stories that align with your actual practices. Collaborate with (not tokenize) the communities you're talking about. And be honest about what you’re still working on—honesty builds more trust than performative polish.
Advocacy comes with risk—do it anyway.
Samanta shared the moment she lost funding opportunities and speaking engagements after posting about Palestine. But she also shared how standing firm in her values brought in more aligned partnerships. “I don’t know what the world has in store,” she said, “but I know I’d regret not speaking up.”
Build community to withstand censorship.
From platform suppression to funding backlash, taking a stand can be isolating. But solidarity makes it sustainable. If you're going to challenge the systems you work within, find others who will challenge them with you.
Your Questions, Answered
Here’s a summary of Samanta’s answers to some of our many community-submitted questions.
How do I become a better storyteller in professional settings?
Know your values first. Then explore what’s possible within the constraints of your organization. Push your comfort zone—just a little. Even a small shift can have impact.
How can I find time for storytelling when I’m overwhelmed?
Use a buddy system. Block time weekly or monthly. Storytelling doesn’t need to happen overnight—start small, and build your skill gradually.
How can I build digital community when our org has rigid rules?
Start with collaboration. You don’t need 100% alignment to co-post or partner on content. Be transparent about your values, and explain that partnerships reflect shared purpose, not identical messaging.
How can we do ethical storytelling for marginalized communities?
Work with people from those communities, and be honest about what your organization is doing (and not doing). Performative storytelling hurts trust—authenticity, even when messy, is better.
How do you balance bold storytelling with censorship?
You can’t control how platforms or institutions respond—but you can build trust with your audience. If one post doesn’t get through, repurpose the message. Find new entry points. Email lists and direct connections are also critical.
How do I talk to someone with a very different view?
Start with shared humanity. Ask: “Do you believe all people deserve to exist?” That’s the foundation. Then hold firm. You don’t need to explain every detail—just disrupt the hate.
What if I lose support or funding for taking a stand?
Know what you can live with. If you’re the final decision maker, ask yourself what you’ll regret more—speaking out or staying silent. And if possible, take risks strategically, not alone. Build collective power.
How do I deal with funders who are pulling back on social justice?
Speak up—together. Find other organizations with aligned values and speak collectively about inequities in funding. Build community-based support models. Neutrality won’t save us.
What’s next?
Storytelling can be a tool for healing, disruption, or transformation—but only if we use it well. Samanta reminded us that change isn’t about perfect posts or polished talking points. It’s about building trust, showing up fully, and having the courage to speak up when it matters most.
You can follow On Canada Project on Instagram @oncanadaproject and learn about Group Project Initiatives at groupproject.ca.
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