Writing For Social Justice Campaigns

The Olympics have nailed their marketing without us realising 🥊🏅 I thought it was strange that the Olympics were starting on Friday, but I’d seen very little advertised. Anyone else? And then it hit me, whilst watching Sprint (my third newly added sports documentary on Netflix this weekend) & finding myself googling the dates of the athletes’ events at Paris, that I’d been indirectly marketed to in the most genius way. Here’s why, and more importantly, here’s why it worked: 1️⃣ Meeting the Audience Where They Are The Olympics faced a challenge: how to engage a generation that doesn’t watch mainstream TV. So, they went straight to where their audience spends time – streaming platforms. 85% of Gen Z and millennials prefer streaming over traditional TV. By launching multiple compelling sports docuseries on Netflix, they met their audience exactly where they are. 2️⃣ No Ads, Just Stories Research shows that storytelling is the most powerful tool in marketing – it's 22 times more memorable than facts alone. When you tell a story, you engage your audience’s emotions, and that connection is invaluable. It's this emotional engagement that turns viewers into fans and casual watchers into passionate supporters. No CTAs, no tracked links, just pure wonderful emotional storytelling at its finest. 3️⃣ Creating Emotional Investment These docuseries pull you into the personal lives of top athletes. You follow their journeys, their struggles, and their triumphs, right up to the competition before the Paris Olympics. This emotional investment is powerful. Suddenly you’re not only aware of these athletes in various disciplines, you’re invested in their success. 4️⃣ Building Anticipation By ending these stories on a cliffhanger, they’ve done something brilliant – they’ve made you care. You’re not just a spectator anymore; you’re invested in seeing these athletes win. And the next episode? Well that will be streamed live from Paris on mainstream TV. I know I’m not alone in wanting to see how these stories end. 5️⃣ Perfect Timing Timing is everything in marketing, and the Olympics nailed it. By launching these docuseries right before the games, they’ve ensured the stories are fresh in our minds. This makes the athletes' journeys a cultural talking point and keeps the Olympics top of mind. Strategic timing like this makes the content memorable and maximises its impact. Here’s the lesson: To truly engage your audience, focus on storytelling. Create narratives so compelling, people can’t help but follow along. Make them care about the outcome. When your audience is emotionally invested, they’re not just watching – they’re rooting for you. This weekend reminded me why I love marketing. It's not just about selling a product; it's about creating connections, inspiring emotions, and telling stories that resonate. So, next time you’re crafting your strategy, ask yourself: are you telling a story your audience will care about? I’m sold. Who’s watching?

How did IKEA build an entire campaign without showing a single frame of furniture but only price tags? Storytelling. In their new 'Where Life Happens' campaign, IKEA didn’t market a single piece of furniture, they didn’t need to. Instead, it shared moments from daily life everyone can relate to and let the audience build the story in their own minds. When we create stories ourselves, we form an instant emotional connection to them. We see our own lives reflected back: the breakup, the falling in love, the mess and beauty of raising small kids. That recognition creates sympathy with the story and, by proxy, with the brand. You feel that 𝘵𝘩𝘦𝘺 𝘨𝘦𝘵 𝘺𝘰𝘶. That’s the brilliance of storytelling. Because let’s be honest, you will never feel warm emotions about a moving box or corner protectors. But through such ad, you suddenly do. You see meaning, memory and emotion in what otherwise would be just cardboard and plastic. So when you try to sell your product or service, what can you learn from this? ♥️ Don’t sell features, tell feelings: People don’t remember specs, they remember how something made them feel. Build your message around emotion, not function. 🫂 Leave space for your audience: The best stories don’t tell everything, they invite the audience to complete them. Let people see themselves in your narrative. 💌 Make the ordinary meaningful: Even if your product is simple or technical, there’s always a human story behind why it matters. Tell that story. No matter what you sell, every brand has stories like these hiding in plain sight. You just need to trust your audience to connect the dots and feel it. That’s exactly why I love my job, to help impact-driven innovators find the stories that make people feel something, not just scroll past.

After decades of working with leaders at companies like Apple, Salesforce, and Cisco, we've identified 4 storytelling techniques that consistently work to deliver important messages in high-stakes settings: 1. Start with the unexpected Don’t begin your presentation with context. Instead, begin with the moment that makes people think, “Wait…what?” Instead of something like: “Here’s an update on our September campaign…” Try starting with the most interesting detail: “I broke our biggest marketing rule last month, and it worked.” Lead with the surprise. You can add context later. 2. Let people feel the tension After the surprise, don’t rewind to the beginning. Take your audience to the moment where things weren’t working. Flat numbers. Missed goals. Stalled progress. Instead of: “The campaign was underperforming, and our team went back to the drawing board.” Try:  "We were two weeks out from the end of the quarter. The campaign wasn’t producing results, and the team was out of ideas. That’s when I decided to take a risk...” You don’t need to explain the problem. You need to make people feel it. 3. Use real dialogue When your audience hears what was actually said, they stop listening to you and start visualizing the moment. This helps them connect emotionally with what you’re saying. Instead of: “The campaign manager said team morale was low and they were struggling to find a solution.” Try: “My campaign manager pulled me aside in the hallway and said, ‘We’ve tried everything. The team has been working overtime, and we don’t know what else to do.’” Dialogue brings listeners into the moment with you. It makes the story real. 4. Share the lesson Never assume people will infer the meaning you intended. End your story by answering: - What does this mean? - How should someone act differently now? Example: “Breaking our biggest marketing rule helped us turn this campaign around and hit our numbers. I strongly suggest we revisit our marketing guidelines. We could be leaving a ton of revenue on the table.” Without the lesson being clear, even a good story feels unfinished. These are the same techniques we teach to our clients at Duarte. Try them out during your next presentation and watch how people lean forward and tune in to your message. #ExecutivePresence #BusinessStorytelling #PresentationSkills

What’s one skill that that I value most in my career? Storytelling. And not in the way I first imagined. Early in my career, I thought storytelling was for B2C brands — FMCG ads, travel campaigns, lifestyle content. Industrial marketing? That was about specs, SKUs, brochures, and trade shows. But somewhere along the way, something shifted. After all, we weren’t selling to machines; we were always talking to people — engineers, channel partners, purchase heads, service technicians, factory teams. And they remembered stories far more than features. Once I understood that, everything changed: - Our campaigns became more human — even when the product was technical. - Our dealer communication moved from transactional to emotional. - Our leadership messaging started connecting better internally. - And digital? it was about narrative, not just tools. Today, whether I’m building a brand strategy, writing an article, or planning a digital push — I always start with: what’s the story we’re telling, and who are we telling it to? From, ‘Giving you a clear edge’ at Edwards Vacuum, ‘We make it possible’ at International marine coatings to ‘In it for the long run’ at National Engineering Industries Ltd. (NBC Bearings) – they all connected to our target audience. If you’re in B2B marketing or communications, and storytelling feels like a "nice-to-have", I’d argue it’s the one skill that turns noise into impact. Pic: Running with colleagues during NBC’s ‘In It for the Long Run’ campaign — a reminder that meaningful journeys need endurance and good company #StorytellingInMarketing #B2BMarketing #LeadershipSkills #BrandBuilding #MarketingStrategy #IndustrialMarketing #HumanSideOfMarketing

Most leaders think advocating for the women on their team means giving good performance reviews and saying nice things in the hallway. It doesn't. (But keep doing those things too.) Real advocacy for women is specific, public, and strategic. It happens in the rooms they aren't in yet. It names names, credits ideas, and makes a business case. And it requires language most of us were never taught (I certainly wasn't) because most of us learned to lead by watching people who weren't doing it either. The result is that too many talented women stay invisible, under-rewarded, and under-promoted.. Their ideas get repeated by someone else and applauded. Their work gets presented by someone else and rewarded. And somewhere, a very mediocre guy is getting a fancy new title because his manager won't stop saying his name. You can change that. And it starts with what you say, out loud, in public, with specifics...and over and over again. Here are 10 phrases worth adding to your leadership vocabulary: 1. "Before we move on, I want to make sure we hear from [Name] on this. They've been leading this work." 2. "I want to call out [Name]'s contribution to this success. Without their [specific action], we wouldn't have achieved this." 3. "Let me amplify what [Name] just said, because it's a critical point..." 4. "I'm nominating [Name] for this high-visibility project because they have the skills and they're ready for the stretch." 5. "I want [Name] to present this to the executive team. They own this work and should get the credit." 6. "I'm putting [Name]'s name forward for [opportunity] because they've demonstrated [specific capability]." 7. "I'm concerned about the pattern I'm seeing in promotions. Let's look at our data by gender." 8. "I heard [Name] make that same point five minutes ago. Let's give them credit for the idea." 9. "[Name] needs [specific resource] to deliver on this strategic priority. Here's the ROI..." 10. "I'm advocating for additional budget for [Name] because their work directly impacts [business outcome]." Women have a visibility problem because they have an advocacy gap. Start closing it with your words, in the rooms that matter. Which of these do you use? Which one do you wish more leaders would say?

How do we make the Amazon rainforest relevant to politicians? Last week, I was asked to tackle a tough challenge: delivering a hopeful message on Amazon conservation amid daunting political headwinds. I structured my remarks around: 1️⃣ Positive trends in the Amazon 2️⃣ Why success stories matter—they empower people to act rather than feel overwhelmed 3️⃣ How framing can engage audiences beyond the usual "choir" 4️⃣ Strategic communications Reframing the Amazon for Broader Impact (3️⃣) To make the Amazon relevant to U.S. decision-makers currently in power, Amazon advocates must connect conservation to politicians’ priorities. A few potential angles, among many presented: ✅ National & Economic Security: Deforestation disrupts water supplies, agriculture, and livelihoods, potentially driving mass displacement and migration pressures at the U.S. border. ✅ A Strategic Asset: The Amazon regulates global rainfall, impacting agriculture—including U.S. farms. Instability there can drive up food prices at home. ✅ Law & Order: Illegal logging, gold mining, and deforestation fuel organized crime, drug trafficking, and human rights abuses. ✅ Property Rights & Local Control: Indigenous- and community-led conservation are important forms of “responsible” management without top-down overreach. ✅ Faith & Morality: Protecting the Amazon aligns with religious values—stewardship of creation. ✅ Supply Chain Resilience: Destruction breeds market volatility. A stable Amazon supports stable supply chains and economies. Strategic communications (4️⃣) To make conservation efforts more effective, advocates for the Amazon need to consider how they communicate to various audiences: 🔹 Audience Targeting: Tailor messages to specific groups. 🔹 Solutions Journalism: Highlight what’s working, not just what’s wrong. 🔹 Influencers Over Institutions: People trust familiar voices more than experts—leverage parasocial and peer-based influencers. 🔹 Shift Messaging: From “experts say” to “people like you say.” 🔹 Emotion Over Data: Facts inform, but emotions drive action. Facts of course are still critical. 🔹 Personal, Not Just Global: Make issues locally relevant. 🔹 Prebunking Misinformation: Equip audiences with accurate information before falsehoods take hold. 🔹 Transparency Builds Trust: Show, don’t just tell. People are more likely to trust science they understand. 🔹 Visual & Shareable Content: Simple, striking formats travel further. 🔹 Support Local Media: Community-based storytelling can resonate deeply. 🔹 Foster Collective Action: Shift from individual guilt to shared solutions. The overarching message: the challenges are immense, but so are the opportunities. Broadening the constituency for the Amazon will help better protect it.

If your audience didn’t feel anything… you didn’t give a speech. You gave a TEDx audition. The best speakers don’t just inform or entertain. They move people emotionally. Case in point: that viral Thai ad “The Dog” by Kiatnakin Bank. No dialogue. No celebrities. Yet millions cried. Why? Because it tapped into something universal: human emotion. So… how do you do that as a speaker? After 15 years of speaking in 39 countries to half a million people, here's how I evoke emotions in my audience. 1. Choose the emotional entry point, not just the story. Every speech has two beginnings: - the first line you say - and the first feeling your audience registers Before you write anything, ask: “What’s the emotional state they’re in right now?” Are they burned out? Feeling stuck? Hopeful but scared? Then ask: “What emotion do I want them to leave with?” When those two emotions connect, where they are and where you want to take them, your speech becomes a journey, not a monologue. 2. Use emotional contrast, not just chronology. So instead of storytelling like “this happened, then this…” (boring!) Build it like a movie trailer. What creates suspense? Contrast. Here’s how I structure it now: Before the storm - Life was okay… or so I thought... The disruption - Something happened I didn’t see coming... The emotional cost - I didn’t just lose money/time/status, I lost sleep, confidence, myself... The turning moment - And then suddenly... (a moment of truth, a wise mentor, or a shift in perspective) changed everything The ripple effect - That shift led to action, small at first, but it created a wave of momentum, and the results started to follow (yay!) The transfer – And here’s what that means for you. This format works because it mirrors the emotions of transformation and that’s what people want to feel. 3. Give emotional language, not just a moral. Most speakers end with “So… never give up.” (boring!!) But audiences can’t act on vague encouragement. What they need is emotional vocabulary. Say: “If you’re in that same dark place… you don’t need motivation. You need clarity. And here’s how I found mine...” or “Maybe today you’re like how I was, smiling on the outside yet quietly panicking inside.” Insight lands when people feel seen. 4. Don't just end hope. Instill self-belief in them. Our job as speakers isn't to impress the room. Our job is to transfer belief and courage so they are empowered to make the necessary changes even after you have left the stage. Here's how I do it. I say: “You don’t need my story to be inspired. You need to see yourself in my story. And if a guy who used to panic before every speech can now speak globally… I promise, there’s more in you than you know.” Remember, your audience will likely forget what you say but they will never forget how you make them FEEL. This is how you get asked back again and again! #publicspeaking #getpaidtospeak

𝗬𝗼𝘂𝗿 𝗮𝘂𝗱𝗶𝗲𝗻𝗰𝗲 𝗱𝗼𝗲𝘀𝗻’𝘁 𝗯𝘂𝘆 𝘄𝗶𝘁𝗵 𝗹𝗼𝗴𝗶𝗰. 𝗧𝗵𝗲𝘆 𝗯𝘂𝘆 𝘄𝗶𝘁𝗵 𝗴𝗼𝗼𝘀𝗲𝗯𝘂𝗺𝗽𝘀. When was the last time you 𝘧𝘦𝘭𝘵 something from an ad? Not just understood it, but actually felt a lump in your throat or a smile on your face? That’s what Coca-Cola nailed with their ‘𝗛𝘂𝗴 𝗠𝗲’ vending machine campaign in 2012. No coins, no cards - just a hug to get a free Coke. It wasn’t about selling soda. It was about sparking emotion. And it worked! Foot traffic around the machine skyrocketed. Social media lit up with shares and smiles. Why? Because touch triggers the release of oxytocin - the "bonding hormone" which builds trust and emotional connection. A study by the University of North Carolina found that even brief physical contact can reduce stress and increase feelings of security. Coca-Cola didn’t just dispense drinks, they dispensed dopamine. This is the power of emotional branding. It’s not about the product. It’s about the feeling you associate with it. Here's another great example of emotional branding: Spotify. They didn’t go the usual route with their billboards. No pricing. No tech specs. Just raw human emotion. Billboards like: “Be as happy as the guy who added 1,235 ‘I Love You’ songs to his playlist.” Or: “To the person who played ‘Sorry’ 42 times on Valentine’s Day - what did you do?” Funny. Relatable. Real. They weren’t selling features. They were holding up a mirror to our lives - with music as the soundtrack. The result? Massive online engagement. Word-of-mouth virality. And brand love that no performance metric can buy. In a world chasing attention, the brands that win are the ones that make us feel seen, heard, and understood. So here's the question - are you giving people information, or giving them a feeling they’ll never forget? #business #campaign #businessstrategies

You’ve spent hours crafting the perfect campaign. The design is flawless, the message is clear, and everything feels on point. But the results? Meh. The numbers barely budge. Every marketer’s fear is creating something that gets noticed but doesn’t connect. Because attention alone isn’t enough—it’s emotional resonance that drives action and builds loyalty. 🌱 Here’s how to create content that resonates: → Understand your audience’s why Go beyond demographics—tap into psychographics by learning what drives your customers. What problems keep them awake at night? What aspirations push them forward? → Focus on stories, not facts People are wired to connect with stories. Stories humanize your brand and turn abstract concepts into relatable experiences. Rather than listing product features, share a story of how your product solved a customer’s real problem or made a difference in their life. → Speak their language Choose language that aligns with your audience’s emotions and experiences. Whether it’s light-hearted humor or a sense of hope, using intentional language helps your content resonate with readers on a deeper level. → Be authentic in sharing your journey, objections, and goals Your audience can sense what’s real. Share your challenges, goals, and even vulnerabilities to build trust and reliability. → Invite meaningful dialogue and understand what defines their ideas Encourage your audience to interact with your content—ask questions, invite opinions, or run interactive campaigns. When people feel involved, they develop a sense of connection with your brand, making your message more impactful. It’s not about grabbing attention—it’s about making it matter.

Throughout the years, many clients have shared… “I found my voice by using it to speak up for people and causes I cared about.” Advocacy is the act of supporting, promoting, or arguing in favor of a particular cause, policy, or individual. It involves taking action to influence decisions to bring about change. Whether we are in an organizational leadership role, running a business, or pursuing social or political change, it often feels easier to use our voices on behalf of others than ourselves. Professionally, this shows up when we advocate for our team to have training but stay quiet about our leadership development needs. In the personal realm, clients frequently say they became advocates because they had to—for their children in school or to support their partners or parents after health diagnoses. Lately, in Step into Your Moxie’s organizational leadership and team development work, as well as with my entrepreneurial clients, I’ve noticed a few specific areas where all of the demographics I support are struggling—whether they are advocating for others or speaking up for themselves. 1.       The first area is in tailoring one’s message to their audience. In order to have the best chance at affecting change, we must center the person or people we are speaking with—their priorities and communication style.   Too often, especially when we are passionate, we overspeak. The most successful advocates communicate efficiently; they recognize that those in leadership and decision-making roles are pressed for time and weed out superfluous language from their communication. 2.       A second advocacy mistake I’ve witnessed is using evidence—but failing to interpret or humanize it. Data and statistics are only as valuable as the stories we create about them. 3.       And finally, an important competency that those who successfully advocate possess is emotional intelligence. This is why whether we are supporting leaders in government agencies, physicians and healthcare leaders, or executives in tech, emotional intelligence assessments are how we kick off most executive and leadership coaching engagements. To ethically move people to take action, it’s vital to be self-aware to recognize and effectively and self-compassionately navigate one’s feelings when making a persuasive case. Emotional intelligence is also crucial for recognizing and empathizing with where others are coming from—anticipating people’s objections and providing credible and relevant evidence to back up our claims and requests, as well as preserving relationships while managing resistance, uncertainty, and occasional conflict. Malala Yousafzai said, “I raise up my voice—not so that I can shout, but so that those without a voice can be heard.” How we raise our voice matters, so we truly mobilize others around a shared vision and can translate our ideas into the results we seek. If advocacy is an area where you or staff could use support, please let me know as I’m here to help.