The Art of Advocacy: Storytelling for Impact

Advocacy Isn’t a Buzzword. It’s a Story with Purpose

“An advocate is someone who can persuade… and the best way to do that is through storytelling.”

Michael Sheldrick, co-founder of Global Citizen, reminds us that real advocacy is rooted not in slogans but in authentic stories. The essence of advocacy is persuading those in power to take action. This can be by passing a law, contributing resources, or taking a stand.
• It’s not just about raising awareness—it’s about moving people to act.
• Advocacy is not just external; it also involves empowering internal stakeholders—employees, investors, and communities.

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The Power of a Convincing “Why”

“Until you know your why, whatever you’re pitching, it’s going to be hard to do that well.”

Brands must get painfully honest: Why do you care about this cause? Without a genuine “why,” campaigns become gimmicky. Michael emphasizes that Gen Z especially can smell inauthenticity from a mile away.
• Authenticity > Perfection
• Transparency about mistakes = Trust
• Start by identifying your north star: What impact are you driving toward?

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Coldplay, DHL & Kinetic Dance Floors

“Back in 2019, Chris Martin said, ‘We’re not going to tour unless we can halve our emissions.’”

Coldplay made their sustainability journey part of the concert experience. They weren’t perfect. But they were honest, and they invited fans to co-create that journey.
• DHL supported Coldplay’s mission and communicated it in their commercials.
• Dance floors at shows now generate kinetic energy.
• Storytelling here wasn’t abstract—it was visceral and shared.

Takeaway: Break down what you’re doing, not just why. Show the how.

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From B2B to B2Human: Bridgewater’s Impact Story

“They helped us research how to bring electricity to 300 million people in Africa.”

Even non-consumer-facing brands like Bridgewater Associates have activated employees to work on impact-ful initiatives. Michael cites their volunteer effort to build a campaign that resulted in $100 billion in commitments.
• The impact wasn’t just external.
• Employees felt a deeper purpose, contributing to a meaningful cause.

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Celebrities Want More Than Exposure

“What makes artists like Lady Gaga, Rihanna, or Idris Elba support causes? They want to give people agency.”

During the pandemic, One World: Together At Home reached 250 million people and raised millions. But more than the money, it gave people a sense of collective power in a time of powerlessness.
• Lady Gaga curated the event and called on peers like McCartney and Beyoncé.
• Contributions weren’t performative; companies had to do something.

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Tribalism vs. Community: The Battle of Our Time

“Creating change requires working with people you don’t always like or agree with.”

Michael calls out the dangers of tribalism. Brands that want to be change-makers must embrace pragmatic idealism.
• Not every step will be perfect.
• Building community means engaging with those beyond your ‘tribe’.
• The goal: Turn apathy into agency.

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Gen Z: Angry, Inspired, But Skeptical

“They believe in change—but they’re not sure their actions matter.”

Gen Z is paradoxical:
• They care deeply, but also feel defeated.
• They want collaboration, not tokenism.
• They respect action over preaching.

Brands must show:
• Real opportunities to make a difference
• Clear narratives with “what’s in it for me?”

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Mia Mottley & the Mic-Drop in Paris

“Creating change requires working with people you don’t always like. And Macron was the only one who lifted a finger.”

Barbados PM Mia Mottley’s mic-drop moment at a youth rally in Paris, after youth activists booed Macron, was powerful. She reminded them:
• You may not like the messenger.
• But recognize those who show up.
• Authenticity is about truth, not popularity.

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The 8-Step Playbook: From Ideas to Impact

Michael outlines a practical 8-step guide:
1. Know your goal – Don’t just raise awareness; aim for outcomes.
2. Know your stakeholders – Tailor the message to each.
3. Master timing – Know your moment.
4. Tell stories of ‘how’ and ‘why’ – Not just problems, but paths.
5. Be a diplomat – Trade-offs matter. Engage across divides.
6. Build coalitions – Leverage others’ strengths.
7. Ensure accountability – Follow through and measure impact.
8. Celebrate stories of success – Share progress, however imperfect.

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Closing Thought: You Don’t Need to Be a Hero. Just Honest

“No one can do everything, but everyone can do something. We just have to give them the opportunity.”

This is the soul of the message. Whether you’re a founder, marketer, or a fan, your action matters.

To listen to full conversation with Michael Sheldrick, Co-founder, Global citizen on Youtube, click the link below.