ABSTRACT
To carry out a social mission at scale, brands must operate on a level higher than simply focusing on consumer behaviour change linked to their products. This chapter talks about the role of brands raising awareness for a social issue that brings greater value to society beyond increasing buy-in to the brand and the products manufactured. It entails talking to governments and cultural influencers, and bringing along citizens in the hope of sparking a groundswell of support and collaboration that lasts for years, not weeks, and beyond individual campaigns. While brands can of course communicate with policymakers on a case-by-case basis, they often gain more traction when bringing to the table their creative expertise in advertising and engagement towards a higher purpose. The real brand advocacy happens with a big vision and an authentic commitment on the ground.
