Bold mission to double co‑operative awareness kicks off with ‘We Can Be Heroes’ launch

To kick start the initiative, Co-operatives UK has launched a new storytelling guide to help co-operatives craft more powerful and engaging narratives.

Created by Storyteller Tactics author Steve Rawling, the We Can Be Heroes guide offers a framework for telling stories, providing tips on making narratives more relatable, emotional, and impactful. It demonstrates how human‑centred storytelling can highlight the unique role of co‑operatives in addressing social, environmental and economic challenges. 

With inspiring examples of real‑world co‑operative heroes, We Can Be Heroes offers a step‑by‑step approach to crafting narratives that connect with audiences on a deeper level. It’s designed to help co‑operatives communicate their values and social impact more effectively, positioning them as ethical businesses that prioritise people over profit. 

The guide is for anyone involved in a co‑operative – or who works with co‑operatives – who wants to improve their storytelling and create messages that inspire action. 

Rose Marley, CEO of Co‑operatives UK, said: “Whether it’s tackling food poverty, breaking up monopolies, fighting the climate crisis, or securing better housing, right now people are searching for solutions. The challenge? More people need to know about co‑operatives – we’re sitting on the greatest stories never told.” 

Effective storytelling will be of particular importance during the United Nations‑designated International Year of Co‑operatives 2025. This global campaign, co‑ordinated by the International Cooperative Alliance, aims to showcase the role of co‑operatives in building a fairer, more sustainable economy. 

Rose added: “Throughout the UN Year we’re dedicated to telling the stories that matter – showcasing the impact of co‑operatives and raising our voices.

“Our goal? By the end of 2025, we want to have doubled the number of people who know what a co‑operative is. But we need co‑operatives – and the millions of members of co‑operatives across the UK – to help us get there!” 

The baseline is taken from research released by Co-op Group in July 2024. When launching its Owned by you, Right by you brand campaign, Co-op Group revealed that:

• Over 50% of consumers admit they don’t understand what it means when a business is a co-operative or a mutual
• Two fifths (42%) admit they don't understand what constitutes a co-operative, or how being part of one could benefit themselves and their communities

Transform your storytelling by downloading We Can Be Heroes at www.uk.coop/heroes