The 5C Model – A Storytelling Map for Communication Beginners

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In celebration of World PR Day 2025, EloQ Communications is pleased to reshare this article as a way to promote a spirit of learning and passion for the profession, particularly from the next generation, where fresh perspectives meet real-world experiences in a practice-oriented academic environment. The following piece presents a student’s perspective from the class of Dr. Clāra Ly-Le, Managing Director of EloQ Communications and university lecturer.

In today’s highly visual world, audiences are exposed to hundreds of messages each day. If you do not want your message to become just more “noise,” tell a story. And if you do not know where to begin, start with the 5C model.

What is the 5C model?

The 5C model is a structured storytelling framework designed to help communicators, especially beginners, craft compelling narratives in briefs, TV commercials, social media posts, or even presentations.

The 5Cs include:

  • Character – Who is the central figure in the story?
  • Context – Under what circumstances does the story take place?
  • Conflict – What problem or challenge does the character face?
  • Climax – What turning point or action resolves the conflict?
  • Closure – What is the message or takeaway at the end?

Let’s see how the 5C model works through the following case study to understand its power.

Case Study: Considering What? – Channel 4 (UK), Cannes Lions Film Grand Prix 2025

  • Character: Paralympic athletes
  • Context: Leading up to the Paralympic Games, many in the UK questioned the event’s value
  • Conflict: Society underestimated the capabilities of people with disabilities
  • Climax: The athletes perform with strength and emotion, captured in powerful slow-motion shots
  • Closure: “Paralympics. Don’t dismiss what you can’t see.”

This campaign delivers the full 5C structure without being wordy. In just 60 seconds, the audience moves from skepticism to breathless emotion, ultimately embracing a deeply human message. That is the kind of storytelling design the 5C model enables.

How does the 5C model help communication beginners?

  1. Solves the “where do I start” problem
    Let’s say your brief is: “Create a TVC for a skincare product for oily skin.” So how do you tell the story?
  • Character: A 25-year-old with oily skin
  • Context: Living in hot, humid Saigon and often wears makeup
  • Conflict: Skin becomes greasy daily, makeup wears off quickly
  • Climax: Discovers ABC primer that holds makeup in place
  • Closure: Recommends a look that stays smooth all day

Instead of writing aimlessly or overcomplicating the dialogue, you have a clear structure: character, problem, turning point, resolution.

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  1. Speeds up the briefing process
    Using 5C is like “prewriting a screenplay in your head.” When briefing your team, you could say:

“I want the character to be a deaf student, the context is when she tries to register for a new class, and the conflict is that her family discourages her…”

With this format, everyone can quickly systematize the concept, saving time and avoiding unnecessary debates.

  1. Makes emotional connection easier
    Unlike more rigid frameworks, the 5C model is built around emotional flow. Audiences empathize with the character, understand the context, and feel satisfied when the conflict is resolved. That moment of resolution is often what drives people to share your content.

In this way, the 5C model functions as a storytelling compass. For beginners, it is a map to structure your narrative. For experienced communicators, it ensures every message is concise, empathetic, and impactful.

References:

Source: Brands Vietnam

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