{"id":30551,"date":"2023-08-24T10:08:33","date_gmt":"2023-08-24T10:08:33","guid":{"rendered":"https:\/\/www.engagebay.com\/blog\/?p=30551"},"modified":"2026-03-04T15:35:03","modified_gmt":"2026-03-04T15:35:03","slug":"advocacy-advertising","status":"publish","type":"post","link":"https:\/\/www.engagebay.com\/blog\/advocacy-advertising\/","title":{"rendered":"Advocacy Advertising Explained With Shocking Examples"},"content":{"rendered":"<p>Nonprofits often engage in a form of advertising too, known as advocacy advertising.&nbsp;If you\u2019re not privy to advocacy advertising, it\u2019s our goal to make you.<\/p>\n<p>In this article, we\u2019ll explain this form of advertising in full and expound on its benefits. Then, we\u2019ll share some of the most poignant and profound advocacy advertising examples to inspire your next campaign!<\/p>\n<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_74 ez-toc-wrap-left counter-hierarchy ez-toc-counter ez-toc-grey ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Table of Contents<\/p>\n<span class=\"ez-toc-title-toggle\"><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/www.engagebay.com\/blog\/advocacy-advertising\/#What_Is_Advocacy_Advertising\" >What Is Advocacy Advertising?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/www.engagebay.com\/blog\/advocacy-advertising\/#Who_Indulges_in_Advocacy_Advertising\" >Who Indulges in Advocacy Advertising?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/www.engagebay.com\/blog\/advocacy-advertising\/#The_Difference_Between_Issue_Advertising_and_Express_Advertising\" >The Difference Between Issue Advertising and Express Advertising<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/www.engagebay.com\/blog\/advocacy-advertising\/#What_Is_the_Collective_Aim_of_Advocacy_Advertising\" >What Is the Collective Aim of Advocacy Advertising?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/www.engagebay.com\/blog\/advocacy-advertising\/#The_Benefits_of_Advocacy_Advertising\" >The Benefits of Advocacy Advertising<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/www.engagebay.com\/blog\/advocacy-advertising\/#Advocacy_Advertising_Examples_That_Really_Made_The_News\" >Advocacy Advertising Examples That Really Made The News<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-7\" href=\"https:\/\/www.engagebay.com\/blog\/advocacy-advertising\/#Advocacy_Advertising_vs_Advocacy_Marketing\" >Advocacy Advertising vs Advocacy Marketing<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-8\" href=\"https:\/\/www.engagebay.com\/blog\/advocacy-advertising\/#What_Are_the_Different_Advocacy_Advertising_Channels\" >What Are the Different Advocacy Advertising Channels?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-9\" href=\"https:\/\/www.engagebay.com\/blog\/advocacy-advertising\/#Advocacy_Advertising_Best_Practices_With_Examples\" >Advocacy Advertising Best Practices (With Examples)<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-10\" href=\"https:\/\/www.engagebay.com\/blog\/advocacy-advertising\/#Conclusion\" >Conclusion<\/a><\/li><\/ul><\/nav><\/div>\n\n<h2><span class=\"ez-toc-section\" id=\"What_Is_Advocacy_Advertising\"><\/span><strong><span style=\"color: #339966;\">What Is Advocacy Advertising?<\/span><\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><strong>Advocacy advertising is a marketing campaign that advocates for a cause, usually a noble cause. Indirectly, it can also help a brand sell.<\/strong><\/p>\n<p>Often, nonprofits are the drivers behind these advertising campaigns, although not exclusively. Private companies also utilize advocacy marketing strategies, because people care more about causes than products.<\/p>\n<p>So, what\u2019s the difference between a traditional advertising campaign versus an advocacy campaign? That\u2019s simple!<\/p>\n<p>A commercial brand or company that\u2019s paying for advertising \u2013 be it a big billboard on a busy four-lane highway or an Internet ad\u2013is trying to attract more buyers to its products and services.<\/p>\n<p>An advocacy advertisement is not about products or services. Rather, it\u2019s about fueling interest and engagement around a particular topic.<\/p>\n<p>These topics or concepts are often catered toward the public good. For instance, an advocacy ad about train or bike safety benefits no one but the person who sees the ad and rides public transportation.<\/p>\n<p>The ad never sells a bike or a train; it tries to protect public welfare, which is much nobler. Advocacy advertising is technically a form of advocacy marketing, but advocacy marketing is somewhat different.<\/p>\n<p>Let\u2019s go over the differences:&nbsp;With advocacy marketing, marketers will take the best experiences from customers or users and then rely on those as the basis of the campaign. There can be more promotional aspects to advocacy marketing that never exist in advocacy advertising.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"Who_Indulges_in_Advocacy_Advertising\"><\/span><span style=\"color: #339966;\"><strong>Who Indulges in Advocacy Advertising?<\/strong><\/span><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Advocacy advertising generally occurs at different levels and involves many different groups that bring about changes in various ways.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">In a broad sense, the advocacy ad campaign is aimed at higher-level government officials, policymakers, or the general public, whose influence can have an impact and bring about a positive change to the cause.&nbsp;<\/span><\/p>\n<h3><span style=\"color: #993300;\"><strong>Non-Profits or NGOs<\/strong><\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Interest groups that participate in activities that raise awareness for a cause or for social messages use advocacy campaigns to support their claims.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">For example, these could include groups that could promote a campaign against animal cruelty (such as PETA). A well-organized campaign could benefit from <a href=\"https:\/\/www.keela.co\/solutions\/donation-management-software\" target=\"_blank\" rel=\"noopener\" data-wpel-link=\"internal\">donation management software<\/a> to efficiently track donations and measure campaign effectiveness.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">They could create an ad portraying the impact of how human activities affect animals, such as in dairy farming.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Through a strong advocacy ad campaign, they could educate the public on the reality of dairy farming and how it adversely affects the animals involved.&nbsp;<\/span><\/p>\n<p><span style=\"font-weight: 400;\">This type of advertising does not promote the non-profit but the cause, and hence, they are key focus groups in advocacy advertising.&nbsp;<\/span><\/p>\n<h3><span style=\"color: #993300;\"><strong>Lobbyists and public interest groups<\/strong><\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Lobbyists and public interest groups are focused on political issues, mostly involving political campaigns to influence voters.&nbsp;<\/span><\/p>\n<p><span style=\"font-weight: 400;\">A good example of a lobbyist advocacy campaign would be a billboard on a social issue, which indirectly caters to the agenda of a political leader (manifesto) or a prevalent public issue.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">These advocacy groups aim to influence the public&#8217;s feelings and emphasize the importance of backing an issue.&nbsp;&nbsp;<\/span><\/p>\n<h3><span style=\"color: #993300;\"><strong>Social activists<\/strong><\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Social activists are one of the most sought-after advocacy groups that run ad campaigns to support their cause. <\/span><span style=\"font-weight: 400;\">They are different from NGOs in that they seek to spread awareness for a social cause involving real-world public issues on a larger scale.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">For instance, a magazine ad by a social advocacy group on climate change is a good example of how advocacy advertising can be used to highlight very real issues of the world.<\/span><\/p>\n<p><a href=\"https:\/\/www.engagebay.com\/blog\/wp-content\/uploads\/2023\/08\/climate-change-advocacy.jpg\"><img decoding=\"async\" class=\"aligncenter wp-image-47312\" src=\"https:\/\/www.engagebay.com\/blog\/wp-content\/uploads\/2023\/08\/climate-change-advocacy.jpg\" alt=\"climate change advocacy\" width=\"661\" height=\"418\" srcset=\"https:\/\/www.engagebay.com\/blog\/wp-content\/uploads\/2023\/08\/climate-change-advocacy.jpg 927w, https:\/\/www.engagebay.com\/blog\/wp-content\/uploads\/2023\/08\/climate-change-advocacy-300x190.jpg 300w, https:\/\/www.engagebay.com\/blog\/wp-content\/uploads\/2023\/08\/climate-change-advocacy-768x485.jpg 768w\" sizes=\"(max-width: 661px) 100vw, 661px\" \/><\/a><span style=\"font-weight: 400;\">Although this would not immediately result in a response, it is more about spreading awareness among the public on a key issue and acting together.&nbsp;<\/span><\/p>\n<h3><strong><span style=\"color: #993300;\">Other interest groups<\/span><\/strong><\/h3>\n<p><span style=\"font-weight: 400;\">Advocacy advertising focus groups are not just non-profit organizations and political campaigners.&nbsp;<\/span><span style=\"font-weight: 400;\">Any interest group with probable cause and a need to raise awareness instead of promoting themselves is known as an advocacy advertiser.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">These could also include small and large corporations campaigning against an issue, an individual with an issue at hand, and other interest groups.&nbsp;<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Now that we have covered the different interest groups in advocacy campaigning, let us now see what are the different types of advocacy advertising.&nbsp;<\/span><\/p>\n<h2><span class=\"ez-toc-section\" id=\"The_Difference_Between_Issue_Advertising_and_Express_Advertising\"><\/span><span style=\"color: #339966;\"><strong>The Difference Between Issue Advertising and Express Advertising<\/strong><\/span><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Regarding advocacy advertising, unlike commercial advertising, there are two different ways of communicating and getting the message across.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Let us now see what they are and how they contract each other.<\/span><\/p>\n<h3><span style=\"color: #993300;\"><b>Issue Advertising<\/b><\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Issue advertising, also known as issue advocacy, is advocacy advertising mainly involved in raising awareness of a particular issue. <\/span><span style=\"font-weight: 400;\">The purpose of issue advertising is not to act against the issue but to spread awareness amongst the general public.&nbsp;<\/span><\/p>\n<p><span style=\"font-weight: 400;\">For instance, a prevalent political issue may be advertised without asking the public to vote for it or against it.&nbsp;<\/span><span style=\"font-weight: 400;\">This type of advocacy advertising especially applies to NGOs that aim to spread awareness and are not involved in influencing the public to act.&nbsp;<\/span><\/p>\n<p><span style=\"font-weight: 400;\">By law, NGOs are restricted from participating in political agendas and activities.&nbsp;<\/span><\/p>\n<p><span style=\"font-weight: 400;\">To ensure they stay on safe pages, NGOs use issue advertising to highlight an issue, spread awareness, and ensure the ad does not encourage in any way to take a political stand or take action.&nbsp;<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Here is an example of issue advertising on saving paper by WWF:<\/span><\/p>\n<h3><a href=\"https:\/\/www.engagebay.com\/blog\/wp-content\/uploads\/2023\/08\/advocacy-ad-for-enviromment.jpg\"><img decoding=\"async\" class=\"aligncenter wp-image-47313 size-full\" src=\"https:\/\/www.engagebay.com\/blog\/wp-content\/uploads\/2023\/08\/advocacy-ad-for-enviromment.jpg\" alt=\"advocacy ad for environment\" width=\"735\" height=\"577\" srcset=\"https:\/\/www.engagebay.com\/blog\/wp-content\/uploads\/2023\/08\/advocacy-ad-for-enviromment.jpg 735w, https:\/\/www.engagebay.com\/blog\/wp-content\/uploads\/2023\/08\/advocacy-ad-for-enviromment-300x236.jpg 300w\" sizes=\"(max-width: 735px) 100vw, 735px\" \/><\/a><span style=\"color: #993300;\"><b>Express advocacy advertising<\/b><\/span><\/h3>\n<p><span style=\"font-weight: 400;\">In disparity with issue advertising, express advocacy advertising influences to take action and is often involved in a political standpoint.&nbsp; <\/span><span style=\"font-weight: 400;\">Express advocacy mostly involves political campaigns that voice their opinion for or against a political issue or leader, aiming to influence the voters&#8217; decision.&nbsp;<\/span><\/p>\n<p><span style=\"font-weight: 400;\">To identify an expressing advocacy campaign, look for the following keywords:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Vote for<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Support<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Defeat<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Reject<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Vote against<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">If an advertisement has one or more of the keywords, emphasizing the support of a political view, it is an express advocacy. <\/span><span style=\"font-weight: 400;\">Advertisements that evidently favor a side or support a political candidate with the intention of influencing the public to make a decision are express advocacy advertisements.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Here is an example of an express advocacy advertising for a political campaign:<\/span><\/p>\n<h2><span class=\"ez-toc-section\" id=\"What_Is_the_Collective_Aim_of_Advocacy_Advertising\"><\/span><a href=\"https:\/\/www.engagebay.com\/blog\/wp-content\/uploads\/2023\/08\/political-advocacy-campaign-example.jpg\"><img decoding=\"async\" class=\"aligncenter wp-image-47314\" src=\"https:\/\/www.engagebay.com\/blog\/wp-content\/uploads\/2023\/08\/political-advocacy-campaign-example.jpg\" alt=\"political advocacy campaign example\" width=\"504\" height=\"378\" srcset=\"https:\/\/www.engagebay.com\/blog\/wp-content\/uploads\/2023\/08\/political-advocacy-campaign-example.jpg 800w, https:\/\/www.engagebay.com\/blog\/wp-content\/uploads\/2023\/08\/political-advocacy-campaign-example-300x225.jpg 300w, https:\/\/www.engagebay.com\/blog\/wp-content\/uploads\/2023\/08\/political-advocacy-campaign-example-768x576.jpg 768w\" sizes=\"(max-width: 504px) 100vw, 504px\" \/><\/a><span style=\"color: #339966;\"><strong>What Is the Collective Aim of Advocacy Advertising?<\/strong><\/span><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-weight: 400;\">The main intent of advocacy advertising is raising awareness of an issue or a cause and influencing the public to take action toward the matter at hand.&nbsp;<\/span><span style=\"font-weight: 400;\">To create awareness for an issue, there is a need to draw attention to it.&nbsp;<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Once you have the attention of the masses, the issue will gain traction, and you will have support for the cause from the public, which will aid in taking action towards the cause.&nbsp;<\/span><\/p>\n<p><span style=\"font-weight: 400;\">That is exactly what advocacy advertising hopes to accomplish. <\/span><span style=\"font-weight: 400;\">The main spheres of advocacy advertising include issues pertaining to:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Political matters<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Socio-economic issues<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Social issues<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Philanthropic Initiatives<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Advocacy advertising is multi-faceted, and some of these levels have categorical regulations depending upon the issue or the group proposing the ad.&nbsp;<\/span><\/p>\n<p><span style=\"font-weight: 400;\">However, due to the vast number of issues and causes you can campaign for, there is an equal number of need for advocacy advertising. Hence, it is an opportunistic field.&nbsp;<\/span><\/p>\n<h2><span class=\"ez-toc-section\" id=\"The_Benefits_of_Advocacy_Advertising\"><\/span><strong><span style=\"color: #339966;\">The Benefits of Advocacy Advertising<\/span><\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>If a nonprofit or private group is not going to earn a direct profit by selling a product or service, then why engage in advocacy advertising, to begin with? After all, they\u2019re not going to make back the money they put into the advertising campaign either.<\/p>\n<p>While that\u2019s true, to these parties, it\u2019s not about the money. Here are the motivations behind advocacy ads.<\/p>\n<h3><strong><span style=\"color: #993300;\">Raise awareness<\/span><\/strong><\/h3>\n<p>As much as you might try to be knowledgeable about the world around you, you can\u2019t possibly fathom every issue and cause out there. There aren\u2019t enough hours in the day.<\/p>\n<p>An advertisement can be a great way for a nonprofit to raise awareness about a cause that might have otherwise eluded you in your day-to-day life.<\/p>\n<p>If you become aware of a new cause or issue through the advertisement, the ad has done its job, and the campaign is successful.<\/p>\n<h3><span style=\"color: #993300;\"><strong>Generate exposure<\/strong><\/span><\/h3>\n<p>It can be hard for nonprofits to gain exposure in the same way a for-profit business can. The lack of commercial elements can reduce how much interest someone has in a nonprofit\u2019s message.<\/p>\n<p>An advertisement that\u2019s hard to ignore, such as a billboard, a social media ad, or an Internet ad, will give the nonprofit or private group the exposure they\u2019ve been so desperately seeking.<\/p>\n<p>You\u2019ll recall that this exposure is not for them, but rather, for their cause or message. That goes back to our point from before. The more people who are privy to that cause of message, the better!<\/p>\n<h3><strong><span style=\"color: #993300;\">Save money<\/span><\/strong><\/h3>\n<p>We established that a private group or nonprofit engaging in advocacy advertising does not recoup the money they spend on a campaign. That doesn\u2019t mean they don\u2019t save money.<\/p>\n<p>Advertising comes in all sorts of forms. Some are a lot more expensive than others, such as radio and television, yet they don\u2019t have the reach that they did decades prior.<\/p>\n<p>Thus, by embracing some forms of advertising more so than others, a nonprofit or private company can still get the word out about its message or cause but not have to spend a large sum to do it. It\u2019s a win-win.<\/p>\n<p><a class=\"fasc-button fasc-size-medium fasc-type-flat fasc-rounded-medium ico-fa fasc-ico-before fa-arrow-circle-right\" style=\"background-color: #33809e; color: #ffffff;\" target=\"_blank\" rel=\"noopener\" href=\"https:\/\/www.engagebay.com\/blog\/banner-ad-examples\/\">Read also: 10 Epic Banner Ad Examples: Stupendously Creative!<\/a><\/p>\n<h2><span class=\"ez-toc-section\" id=\"Advocacy_Advertising_Examples_That_Really_Made_The_News\"><\/span><strong><span style=\"color: #339966;\">Advocacy Advertising Examples That Really Made The News<\/span><\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Now, let&#8217;s look at some of the most shocking and controversial advocacy ad campaigns of recent years. Some of these were run by nonprofits, while others were created by international brands selling profitable products.<\/p>\n<h3><strong><span style=\"color: #993300;\">1. Street Smart Ad About Cyclists<\/span><\/strong><\/h3>\n<p><a href=\"https:\/\/campaignsoftheworld.com\/wp-content\/uploads\/2015\/02\/safety-bicycle-advertising.jpg\"><img decoding=\"async\" class=\"n3VNCb KAlRDb aligncenter\" src=\"https:\/\/campaignsoftheworld.com\/wp-content\/uploads\/2015\/02\/safety-bicycle-advertising.jpg\" alt=\"Bicycles don't come with bumpers. Give cyclists room to ride. \u2013 Campaigns of the World\u00ae\" width=\"489\" height=\"870\" data-noaft=\"1\"><\/a>Now <em>here\u2019s <\/em>a head-turning ad!<\/p>\n<p>This ad about motorist safety for bicyclists sharing a road with them proclaims that \u201cbicycles don\u2019t come with bumpers.\u201d What stands out a lot more than the headline is the image of a helmeted woman cyclist with black tire treads along her face.<\/p>\n<p>This ad displays the grisly reality of what can happen when drivers don\u2019t want to share the road.<\/p>\n<h3><span style=\"color: #993300;\"><strong>2. Dawn&#8217;s Save Wildlife Ad<\/strong><\/span><\/h3>\n<p><b>Warning<\/b><span style=\"font-weight: 400;\">: The following content contains images\/videos that some readers may find disturbing. Reader discretion is advised.<\/span><\/p>\n<div class=\"ast-oembed-container \" style=\"height: 100%;\"><iframe title=\"Dawn Creates a Cleaner World for Wildlife\" width=\"500\" height=\"281\" src=\"https:\/\/www.youtube.com\/embed\/fS1EtshQnGQ?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe><\/div>\n<p><span style=\"font-weight: 400;\">Dawn&#8217;s been helping out our feathered and finned friends for over 40 years with their &#8216;Dawn Saves Wildlife&#8217; campaign.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The world knows them for their dish soap. However, they&#8217;re also big on protecting aquatic wildlife. They&#8217;ve cleaned up a whopping <\/span><a href=\"https:\/\/dawn-dish.com\/en-us\/dawn-saves-wildlife\/\"><span style=\"font-weight: 400;\">150,000 marine birds and mammals in North America<\/span><\/a><span style=\"font-weight: 400;\">.&nbsp;<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Moreover, Dawn is also donating to International Bird Rescue &amp; The Marine Mammal Center, cutting down on water use, recycling, and going sustainable. The organization is targeting to protect a million birds and marine mammals and turning regular folks into Wildlife Heroes.<\/span><\/p>\n<p><a class=\"fasc-button fasc-size-medium fasc-type-flat fasc-rounded-medium ico-fa fasc-ico-before fa-arrow-circle-right\" style=\"background-color: #33809e; color: #ffffff;\" target=\"_blank\" rel=\"noopener\" href=\"https:\/\/www.engagebay.com\/blog\/display-ad-examples\/\">Read also: 10 Remarkable Display Ad Examples and Why They Work<\/a><\/p>\n<h3><span style=\"color: #993300;\"><strong>3. APAV Ad About Domestic Abuse<\/strong><\/span><\/h3>\n<p><a href=\"https:\/\/www.spcdn.org\/images\/advocacy-advertising-examples3.png\"><img decoding=\"async\" class=\"n3VNCb KAlRDb aligncenter\" src=\"https:\/\/www.spcdn.org\/images\/advocacy-advertising-examples3.png\" alt=\"Advocacy advertising - Definition | SendPulse\" width=\"564\" height=\"727\" data-noaft=\"1\"><\/a>This is another chilling example that proves how strong and effective advocacy advertising can be.<\/p>\n<p>This ad for domestic abuse support shows a battered woman looking straight at the camera with her finger over her lips, a classic hush gesture. It would certainly grab your attention if you saw it!<\/p>\n<h3><strong><span style=\"color: #993300;\">4. NNECA Ad About Violence Against Women and Children<\/span><\/strong><\/h3>\n<p><a href=\"https:\/\/pbs.twimg.com\/media\/FdPoTq7XkAACm-E?format=jpg&amp;name=4096x4096\"><img decoding=\"async\" class=\"n3VNCb KAlRDb aligncenter\" src=\"https:\/\/pbs.twimg.com\/media\/FdPoTq7XkAACm-E?format=jpg&amp;name=4096x4096\" alt=\"NNECA - National Network to End Child Abuse (@NNECA_) \/ Twitter\" width=\"372\" height=\"481\" data-noaft=\"1\"><\/a>NNECA helps protect children and women from sexual abuse. In a series of ads much like this one, a person is shown looking at the camera without a mouth.<\/p>\n<p>The point of this advocacy campaign was to show that victims of sexual abuse rarely feel like they have anyone to talk to. It drives that point home very well.<\/p>\n<h3><span style=\"color: #993300;\"><strong>5. Manforce Condom\u2019s &#8216;Love Can Take A Wrong Turn&#8217; (#shutthephoneup)<\/strong><\/span><\/h3>\n<figure id=\"attachment_46304\" aria-describedby=\"caption-attachment-46304\" style=\"width: 548px\" class=\"wp-caption aligncenter\"><a href=\"https:\/\/youtu.be\/J2m6SAxTlBw\"><img decoding=\"async\" class=\" wp-image-46304\" src=\"https:\/\/www.engagebay.com\/blog\/wp-content\/uploads\/2022\/10\/manforce-advocacy-ad.jpg\" alt=\"Manforce advocacy ad\" width=\"548\" height=\"308\" srcset=\"https:\/\/www.engagebay.com\/blog\/wp-content\/uploads\/2022\/10\/manforce-advocacy-ad.jpg 1920w, https:\/\/www.engagebay.com\/blog\/wp-content\/uploads\/2022\/10\/manforce-advocacy-ad-300x169.jpg 300w, https:\/\/www.engagebay.com\/blog\/wp-content\/uploads\/2022\/10\/manforce-advocacy-ad-1024x576.jpg 1024w, https:\/\/www.engagebay.com\/blog\/wp-content\/uploads\/2022\/10\/manforce-advocacy-ad-768x432.jpg 768w, https:\/\/www.engagebay.com\/blog\/wp-content\/uploads\/2022\/10\/manforce-advocacy-ad-1536x864.jpg 1536w\" sizes=\"(max-width: 548px) 100vw, 548px\" \/><\/a><figcaption id=\"caption-attachment-46304\" class=\"wp-caption-text\"><em>Click on the image to watch the ad<\/em><\/figcaption><\/figure>\n<p><span style=\"font-weight: 400;\">Now, let&#8217;s switch gears to Manforce Condoms and their &#8220;<\/span><a href=\"https:\/\/www.socialsamosa.com\/2017\/10\/manforce-condoms-shut-the-phone-up\/\"><span style=\"font-weight: 400;\">Shut The Phone Up<\/span><\/a><span style=\"font-weight: 400;\">&#8221; campaign. They&#8217;re sounding the alarm on filming private moments on phones.&nbsp;<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Manforce presented this story about a couple on their honeymoon, where the husband loses his phone. It&#8217;s a real jaw-dropper. It&#8217;s backed by a startling statistic from the India Today Sex Survey. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">Turns out, one in every five couples in India have filmed their intimate moments, and that can lead to all sorts of trouble. This is hence a great example of advocacy advertising.<\/span><\/p>\n<h3><span style=\"color: #993300;\"><strong>6. Generations Against Bullying Ad About Speaking Up<\/strong><\/span><\/h3>\n<p><a href=\"https:\/\/www.engagebay.com\/blog\/wp-content\/uploads\/2022\/10\/Generations-against-bullying-advocacy-ad.jpg\"><img decoding=\"async\" class=\"aligncenter wp-image-46305\" src=\"https:\/\/www.engagebay.com\/blog\/wp-content\/uploads\/2022\/10\/Generations-against-bullying-advocacy-ad.jpg\" alt=\"Generations against bullying advocacy ad\" width=\"553\" height=\"358\" srcset=\"https:\/\/www.engagebay.com\/blog\/wp-content\/uploads\/2022\/10\/Generations-against-bullying-advocacy-ad.jpg 924w, https:\/\/www.engagebay.com\/blog\/wp-content\/uploads\/2022\/10\/Generations-against-bullying-advocacy-ad-300x194.jpg 300w, https:\/\/www.engagebay.com\/blog\/wp-content\/uploads\/2022\/10\/Generations-against-bullying-advocacy-ad-768x497.jpg 768w\" sizes=\"(max-width: 553px) 100vw, 553px\" \/><\/a><\/p>\n<p><span style=\"font-weight: 400;\"><a href=\"https:\/\/www.gabnow.org\/gab-ads-receive-international-recognition\/\">Generations Against Bullying (GAB)<\/a> is a non-profit organization that has taken a unique approach to combat bullying by empowering children.&nbsp;<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The <\/span><span style=\"font-weight: 400;\">basis of the campaign is to transform bystanders into \u201cUpstanders.<\/span><span style=\"font-weight: 400;\">\u201d By getting involved in a non-threatening way, bullying can be stopped in less than 10 seconds 85% of the time.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">This advocacy campaign helps students understand the immense power they have to stop bullying.<\/span><\/p>\n<h3><span style=\"color: #993300;\"><b>7. Liking isn\u2019t helping. Be a volunteer \u2026 (CRS)<\/b><\/span><\/h3>\n<p><a href=\"https:\/\/www.engagebay.com\/blog\/wp-content\/uploads\/2022\/10\/CRS-advocacy-campaign.jpg\"><img decoding=\"async\" class=\"aligncenter wp-image-46306 \" src=\"https:\/\/www.engagebay.com\/blog\/wp-content\/uploads\/2022\/10\/CRS-advocacy-campaign-e1692790175679.jpg\" alt=\"CRS advocacy campaign\" width=\"715\" height=\"429\" srcset=\"https:\/\/www.engagebay.com\/blog\/wp-content\/uploads\/2022\/10\/CRS-advocacy-campaign-e1692790175679.jpg 1019w, https:\/\/www.engagebay.com\/blog\/wp-content\/uploads\/2022\/10\/CRS-advocacy-campaign-e1692790175679-300x180.jpg 300w, https:\/\/www.engagebay.com\/blog\/wp-content\/uploads\/2022\/10\/CRS-advocacy-campaign-e1692790175679-768x461.jpg 768w\" sizes=\"(max-width: 715px) 100vw, 715px\" \/><\/a><\/p>\n<p><span style=\"font-weight: 400;\">&#8220;Liking isn&#8217;t helping&#8221; is another heart-wrenching advocacy ad campaign example. It was created by Publicis Singapore for Crisis Relief, a Christian disaster relief organization run by volunteers.&nbsp;<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The campaign uses shocking real press images representing catastrophes like floods, wars, and earthquakes, combined with thumbs-ups mimicking the Facebook &#8220;Like&#8221; button.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The campaign&#8217;s tagline, &#8220;<\/span><a href=\"https:\/\/www.boredpanda.com\/liking-isnt-helping-crisis-relief-singapore\/?utm_source=google&amp;utm_medium=organic&amp;utm_campaign=organic#:~:text=Liking%20isn%E2%80%99t%20helping,Change%20a%20life%E2%80%9D\"><span style=\"font-weight: 400;\">Be a volunteer. Change a life<\/span><\/a><span style=\"font-weight: 400;\">&#8220;, calls for real action and involvement.&nbsp;<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The idea behind this campaign is bold and straightforward \u2013 It emphasizes that social media engagement won&#8217;t stop poverty, homelessness, or other social problems caused by wars and natural disasters.<\/span><\/p>\n<h3><span style=\"color: #993300;\"><b>8. Tailgating Isn\u2019t Worth It&nbsp;<\/b><\/span><\/h3>\n<p><a href=\"https:\/\/www.engagebay.com\/blog\/wp-content\/uploads\/2022\/10\/tailgating-advocacy-ad.jpg\"><img decoding=\"async\" class=\"aligncenter wp-image-46307\" src=\"https:\/\/www.engagebay.com\/blog\/wp-content\/uploads\/2022\/10\/tailgating-advocacy-ad.jpg\" alt=\"tailgating advocacy ad\" width=\"578\" height=\"333\" srcset=\"https:\/\/www.engagebay.com\/blog\/wp-content\/uploads\/2022\/10\/tailgating-advocacy-ad.jpg 1000w, https:\/\/www.engagebay.com\/blog\/wp-content\/uploads\/2022\/10\/tailgating-advocacy-ad-300x173.jpg 300w, https:\/\/www.engagebay.com\/blog\/wp-content\/uploads\/2022\/10\/tailgating-advocacy-ad-768x442.jpg 768w\" sizes=\"(max-width: 578px) 100vw, 578px\" \/><\/a><\/p>\n<p><span style=\"font-weight: 400;\">The &#8220;Tailgating Isn&#8217;t Worth It&#8221; was a collaboration between Am\u00e9lie and the Colorado State Patrol to increase awareness of aggressive driving behavior around large commercial vehicles.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The objective was to cut down on collisions and deaths involving automobiles and trucks. They found that about 3,500 deaths and 100,000 injuries take place just due to risky driving behavior which involves semi-trucks and autos.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">As a solution, they crafted an advocacy campaign that targeted a typical mid-twenties male commuter who considers himself a good driver but is actually a menace.&nbsp;<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The <\/span><a href=\"https:\/\/ameliecompany.com\/work\/give-trucks-more-room\/\"><span style=\"font-weight: 400;\">campaign used a straight-talk approach<\/span><\/a><span style=\"font-weight: 400;\"> and created a graphic, bold, and memorable campaign without scare tactics. The show-stealer was a larger-than-life, spectacular 3D billboard displaying the disastrous consequences of tailgating semi-trucks.<\/span><\/p>\n<h3><span style=\"color: #993300;\"><b>9. WWF Ad About Exotic Animal Souvenirs<\/b><\/span><\/h3>\n<p><a href=\"https:\/\/www.engagebay.com\/blog\/wp-content\/uploads\/2022\/10\/WWF-exotic-animals-advocacy-ad.jpg\"><img decoding=\"async\" class=\"aligncenter wp-image-46308 \" src=\"https:\/\/www.engagebay.com\/blog\/wp-content\/uploads\/2022\/10\/WWF-exotic-animals-advocacy-ad-e1692787735747.jpg\" alt=\"WWF exotic animals advocacy ad\" width=\"664\" height=\"391\" srcset=\"https:\/\/www.engagebay.com\/blog\/wp-content\/uploads\/2022\/10\/WWF-exotic-animals-advocacy-ad-e1692787735747.jpg 880w, https:\/\/www.engagebay.com\/blog\/wp-content\/uploads\/2022\/10\/WWF-exotic-animals-advocacy-ad-e1692787735747-300x177.jpg 300w, https:\/\/www.engagebay.com\/blog\/wp-content\/uploads\/2022\/10\/WWF-exotic-animals-advocacy-ad-e1692787735747-768x452.jpg 768w\" sizes=\"(max-width: 664px) 100vw, 664px\" \/><\/a><\/p>\n<p><span style=\"font-weight: 400;\">The World Wide Fund for Nature (WWF) launched a compelling advocacy advertisement campaign with the message <\/span><a href=\"https:\/\/photogallery.indiatimes.com\/celebs\/celeb-themes\/most-creative-advertisements\/articleshow\/38988723.cms#:~:text=World%20Wide%20Fund%20for%20Nature%27s%20%27Don%27t%20buy%20exotic%20animal%20souvenirs%27%20advertisement%20says%20it%20all.%20%C2%A0\"><span style=\"font-weight: 400;\">&#8220;Don&#8217;t buy exotic animal souvenirs<\/span><\/a><span style=\"font-weight: 400;\">&#8220;.&nbsp;<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The advertisement&#8217;s bold visuals say it all &#8212; and quickly became controversial. The goal of the campaign was to educate the public about the problems associated with the sale and use of exotic animal products, such as those found in souvenir shops.&nbsp;<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Most people don&#8217;t realize they&#8217;re contributing to wildlife trafficking and extinction by buying exotic animal products. This advocacy campaign urged consumers to be more sensitive and stay away from buying products that exploit or harm animals.<\/span><\/p>\n<h2><span class=\"ez-toc-section\" id=\"Advocacy_Advertising_vs_Advocacy_Marketing\"><\/span><span style=\"color: #339966;\"><strong>Advocacy Advertising vs Advocacy Marketing<\/strong><\/span><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Advocacy advertising, often known as issue advertising, is done with the goal of changing viewers&#8217; minds on a particular social issue. Public health or controversial themes are great examples. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">In advocacy advertising, nonprofit organizations and commercial advertisers often go after voters with campaigns for environmental protection and human rights.&nbsp;<\/span><\/p>\n<p><span style=\"font-weight: 400;\">On the other side, advocacy marketing is the use of advocates for a brand, product, or service. Here&#8217;s a simple chart to clarify the difference between advocacy advertising and advocacy marketing.<\/span><\/p>\n<table>\n<tbody>\n<tr>\n<td>\n<p style=\"text-align: center;\"><b>Aspect<\/b><\/p>\n<\/td>\n<td style=\"text-align: center;\"><b>Advocacy Advertising<\/b><\/td>\n<td>\n<p style=\"text-align: center;\"><b>Advocacy Marketing<\/b><\/p>\n<\/td>\n<\/tr>\n<tr>\n<td><b>Purpose<\/b><\/td>\n<td><span style=\"font-weight: 400;\">Promote a social issue, public health, or controversial topic<\/span><\/td>\n<td><span style=\"font-weight: 400;\">Promote a product or service through brand advocacy<\/span><\/td>\n<\/tr>\n<tr>\n<td><b>Target Audience<\/b><\/td>\n<td><span style=\"font-weight: 400;\">Voters, general public, advocacy groups<\/span><\/td>\n<td><span style=\"font-weight: 400;\">Existing satisfied customers, potential customers<\/span><\/td>\n<\/tr>\n<tr>\n<td><b>Methods<\/b><\/td>\n<td><span style=\"font-weight: 400;\">Television ads, print ads, social media campaigns, express advocacy<\/span><\/td>\n<td><span style=\"font-weight: 400;\">Paid ads, events, reviews, endorsements, organic social media posts<\/span><\/td>\n<\/tr>\n<tr>\n<td><b>Measurement of Success<\/b><\/td>\n<td><span style=\"font-weight: 400;\">Public opinion and awareness of the nonprofit organization or cause<\/span><\/td>\n<td><span style=\"font-weight: 400;\">Increased customer loyalty, more positive reviews, sales growth or improved lead generation<\/span><\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<h2><span class=\"ez-toc-section\" id=\"What_Are_the_Different_Advocacy_Advertising_Channels\"><\/span><span style=\"color: #339966;\"><strong>What Are the Different Advocacy Advertising Channels?<\/strong><\/span><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Before we get into the different advocacy advertising channels, it is important to understand how they differ from commercial advertising.&nbsp;<\/span><\/p>\n<p><span style=\"font-weight: 400;\">In commercial advertising, a product, brand, or service needs to be advertised. <\/span><span style=\"font-weight: 400;\">In advocacy advertising, it is not the product or band but an issue, cause, or general interest that must be advertised to the public.&nbsp;<\/span><\/p>\n<p><span style=\"font-weight: 400;\">In advocacy advertising, much more than traditional advertising, there is a lot of persuasion directly involved. <\/span><span style=\"font-weight: 400;\">This character can be understood as the core of advocacy advertising.&nbsp;<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Technology today has made the world more connected and this helps advocacy advertising reach a larger audience without splurging on too much time and resources.&nbsp;<\/span><span style=\"font-weight: 400;\">More effort is required to run a successful advocacy ad campaign than commercial advertising to use the internet and resources to scale your efforts.&nbsp;<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Like any form of marketing, it is important to do adequate market research, weigh in the pros and cons and costs, and then proceed with the marketing efforts.&nbsp;<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Similar to commercial advertising, different channels are available for advocacy advertising.&nbsp;<\/span><span style=\"font-weight: 400;\">Each has its perks and downs, and it is important to analyze which channel would be most appropriate for your campaign cause.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Here are some of the most prominent advertising channels.<\/span><\/p>\n<h3><span style=\"color: #993300;\"><strong>Online advertising<\/strong><\/span><\/h3>\n<p><span style=\"font-weight: 400;\">The internet is gold for advertising. <\/span><span style=\"font-weight: 400;\">Online advertising offers diverse advantages, especially for advocacy groups, because of the unlimited scope and tools available. Due to the wide reach, it helps to <\/span><span style=\"font-weight: 400;\">use the internet to run banner ads, pay-per-click (PPC) ads, email campaigns, and build websites for advocacy campaigns.<\/span><\/p>\n<p>Using tools to track and analyze, these ads can be targeted to specific geographic or demographic groups, conversion rates can be tracked, which will help scale the campaign quickly, particularly when managed through a centralized <a href=\"https:\/\/getadlib.com\/\" target=\"_blank\" rel=\"noopener\" data-wpel-link=\"internal\">programmatic advertising platform<\/a> that automates audience segmentation and budget allocation.<\/p>\n<p><span style=\"font-weight: 400;\">Similarly, social media is a great channel to create massive reach overnight.&nbsp;<\/span><\/p>\n<h3><span style=\"color: #993300;\"><strong>Television and radio<\/strong><\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Television and Radio are the OG channels of advocacy advertising. <\/span><span style=\"font-weight: 400;\">Although quite effective in getting the message across, they should be used with a combination of online channels to ensure wider reach.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">They can be used to diversify your advocacy campaign to reach all demographics. <\/span><span style=\"font-weight: 400;\">Strong visuals with a good background story and crisp content will help to get your message across effectively.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">As television advertisement is all about timing, it is important to keep the ad short and also to aim it in a time slot where most of your target audience would tune in.&nbsp;<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Radio advertising is great for targeting a specific audience. <\/span><span style=\"font-weight: 400;\">As different radio stations have different types of programs that are run catering to different demographics of people, they can be used to target a specific audience pool.&nbsp;<\/span><\/p>\n<p><span style=\"font-weight: 400;\">An advantage of radio advertising for advocacy campaigns is that it requires a lesser budget and effort as it involves a crisp audio message to get the issue across.&nbsp;<\/span><\/p>\n<h3><strong><span style=\"color: #993300;\">Print media<\/span><\/strong><\/h3>\n<p><span style=\"font-weight: 400;\">Printing advocacy campaigns in newspapers or magazines is also another way to diversify your campaign.&nbsp;<\/span><span style=\"font-weight: 400;\">Similar to TV and radio advertising, you can target a specific audience, particularly those who regularly read publications.&nbsp;<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Since there is a wide range of print media with different types of deliverables, you can target a particular issue pertaining to a focused demographic.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">For instance, say your issue involves children and parents, you can target your advocacy ads on parenting magazines to have a better reach.&nbsp;<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Even though print ads are a great way to target a specific audience, they can be quite expensive and require you to modify and change your ads regularly.&nbsp;<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Now that we have covered all the different channels you can use to run your advocacy advertisements, it is up to you to decide which ones work the best for your cause.&nbsp;<\/span><\/p>\n<h2><span class=\"ez-toc-section\" id=\"Advocacy_Advertising_Best_Practices_With_Examples\"><\/span><span style=\"color: #339966;\"><b>Advocacy Advertising Best Practices (With Examples)<\/b><\/span><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Here are some tips and examples for advocacy advertising by channel type.<\/span><\/p>\n<h3><span style=\"color: #993300;\"><strong>Social media advocacy best practices<\/strong><\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Due to the vastness of social media and its influence on a wider audience, it is important to time and schedule your posts or banner ads, depending on your target audience.&nbsp;<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Keeping the content visually stimulating is important to capture the audience\u2019s attention and highlight your cause. <\/span><span style=\"font-weight: 400;\">Consistency is also key to highlighting your cause frequently and staying on top of people\u2019s minds.&nbsp;<\/span><\/p>\n<h4><span style=\"color: #666699;\"><b>Social media advocacy advertising example<\/b><\/span><\/h4>\n<p><span style=\"font-weight: 400;\">The popular NGO, Make-A-Wish Foundation ran a social media campaign for a young kid, Miles Scott.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The hashtag #batkid became viral and reached 1.89 million social media users. This campaign also managed to reach record-breaking donations for Miles.<\/span><\/p>\n<h3><a href=\"https:\/\/www.engagebay.com\/blog\/wp-content\/uploads\/2023\/08\/Batkid-advocacy-campaign.jpg\"><img decoding=\"async\" class=\"aligncenter wp-image-47316\" src=\"https:\/\/www.engagebay.com\/blog\/wp-content\/uploads\/2023\/08\/Batkid-advocacy-campaign.jpg\" alt=\"Batkid advocacy campaign\" width=\"374\" height=\"456\" srcset=\"https:\/\/www.engagebay.com\/blog\/wp-content\/uploads\/2023\/08\/Batkid-advocacy-campaign.jpg 452w, https:\/\/www.engagebay.com\/blog\/wp-content\/uploads\/2023\/08\/Batkid-advocacy-campaign-246x300.jpg 246w\" sizes=\"(max-width: 374px) 100vw, 374px\" \/><\/a><span style=\"color: #993300;\"><strong>Email advocacy campaign best practices<\/strong><\/span><\/h3>\n<p><span style=\"font-weight: 400;\">With <a href=\"https:\/\/www.engagebay.com\/blog\/email-advertising\/\">email advertising<\/a>, it is important to have a clear-cut subject line and well-worded content in the email itself.&nbsp;<\/span><span style=\"font-weight: 400;\">Much similar to social media posts, the timing is key with emails, too.&nbsp;<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Analyzing the best times to send emails to special contacts will be more beneficial for your advocacy campaigns than randomly sending emails.&nbsp;<\/span><\/p>\n<h4><span style=\"color: #666699;\"><b>Email advertising example<\/b><\/span><\/h4>\n<p><span style=\"font-weight: 400;\">Here is a fine example of advocacy advertising done through email by Gasp.<\/span><\/p>\n<p><a href=\"https:\/\/www.engagebay.com\/blog\/wp-content\/uploads\/2023\/08\/Email-advocacy-campaign-example.jpg\"><img decoding=\"async\" class=\"aligncenter wp-image-47317 size-full\" src=\"https:\/\/www.engagebay.com\/blog\/wp-content\/uploads\/2023\/08\/Email-advocacy-campaign-example.jpg\" alt=\"Email advocacy campaign example\" width=\"600\" height=\"969\" srcset=\"https:\/\/www.engagebay.com\/blog\/wp-content\/uploads\/2023\/08\/Email-advocacy-campaign-example.jpg 600w, https:\/\/www.engagebay.com\/blog\/wp-content\/uploads\/2023\/08\/Email-advocacy-campaign-example-186x300.jpg 186w\" sizes=\"(max-width: 600px) 100vw, 600px\" \/><\/a><span style=\"font-weight: 400;\">Gasp is a non-profit health advocacy group, based in Alabama. <\/span><span style=\"font-weight: 400;\">The email is simple, has a clear message, and is formatted in such a way that the main points are highlighted for the reader.<\/span><\/p>\n<h3><span style=\"color: #993300;\"><strong>Search and display ads best practices<\/strong><\/span><\/h3>\n<p><span style=\"font-weight: 400;\">It is important to keep the message brief for advocacy campaigns in search ads due to the character limits the ad platforms impose. <\/span><span style=\"font-weight: 400;\">Another important tip is to test your content to understand which copy gets the maximum engagement.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">For display and banner ads, image size and quality are important. <\/span><span style=\"font-weight: 400;\">Keep the images of the highest quality (of course, keeping the crash limit in mind) and stick to the most common size format.<\/span><\/p>\n<h4><span style=\"color: #666699;\"><b>Example of advocacy ad in search channel<\/b><\/span><\/h4>\n<p><span style=\"font-weight: 400;\">Here is an example of a search ad by Doctors Without Borders.<\/span><\/p>\n<figure id=\"attachment_47318\" aria-describedby=\"caption-attachment-47318\" style=\"width: 625px\" class=\"wp-caption aligncenter\"><a href=\"https:\/\/www.engagebay.com\/blog\/wp-content\/uploads\/2023\/08\/doctors-advocacy-ad-example.jpg\"><img decoding=\"async\" class=\"size-full wp-image-47318\" src=\"https:\/\/www.engagebay.com\/blog\/wp-content\/uploads\/2023\/08\/doctors-advocacy-ad-example.jpg\" alt=\"doctors advocacy ad example\" width=\"625\" height=\"133\" srcset=\"https:\/\/www.engagebay.com\/blog\/wp-content\/uploads\/2023\/08\/doctors-advocacy-ad-example.jpg 625w, https:\/\/www.engagebay.com\/blog\/wp-content\/uploads\/2023\/08\/doctors-advocacy-ad-example-300x64.jpg 300w\" sizes=\"(max-width: 625px) 100vw, 625px\" \/><\/a><figcaption id=\"caption-attachment-47318\" class=\"wp-caption-text\"><em><a href=\"https:\/\/callhub.io\/blog\/campaign-organizing\/advocacy-campaigns-examples\/\">Source<\/a><\/em><\/figcaption><\/figure>\n<p><span style=\"font-weight: 400;\">The copy conveys exactly what it needs to convey with many data-backed facts that emphasize their cause. <\/span><span style=\"font-weight: 400;\">This is exactly how a search ad should be displayed in order to influence the reader.&nbsp;<\/span><\/p>\n<h3><span style=\"color: #993300;\"><strong>Website advocacy campaign best practices<\/strong><\/span><\/h3>\n<p><span style=\"font-weight: 400;\">A website is the crux of the digital advocacy campaign.&nbsp;<\/span><span style=\"font-weight: 400;\">Much like commercial advertising, a website should have the right blueprint for the campaign to be successful.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">This includes engaging and appropriate&nbsp; CTAs, striking but simple graphics, and content that speaks volumes and conveys the right message.<\/span><\/p>\n<h4><span style=\"color: #666699;\"><b>Website advocacy advertising example<\/b><\/span><\/h4>\n<p><span style=\"font-weight: 400;\">Here is an example of how 350.org, an NGO campaigning against climate change, used its website homepage to encourage visitors to support their cause in different ways.&nbsp;<\/span><\/p>\n<p><a href=\"https:\/\/www.engagebay.com\/blog\/wp-content\/uploads\/2023\/08\/climate-change-advocacy-website.jpg\"><img decoding=\"async\" class=\"aligncenter wp-image-47319 size-full\" src=\"https:\/\/www.engagebay.com\/blog\/wp-content\/uploads\/2023\/08\/climate-change-advocacy-website.jpg\" alt=\"climate change advocacy website page\" width=\"800\" height=\"394\" srcset=\"https:\/\/www.engagebay.com\/blog\/wp-content\/uploads\/2023\/08\/climate-change-advocacy-website.jpg 800w, https:\/\/www.engagebay.com\/blog\/wp-content\/uploads\/2023\/08\/climate-change-advocacy-website-300x148.jpg 300w, https:\/\/www.engagebay.com\/blog\/wp-content\/uploads\/2023\/08\/climate-change-advocacy-website-768x378.jpg 768w\" sizes=\"(max-width: 800px) 100vw, 800px\" \/><\/a><span style=\"font-weight: 400;\">You can see how the NGO placed the CTA for donations right at the top, with a few options preselected, making it easy and quick for people to donate.<\/span><\/p>\n<h2><span class=\"ez-toc-section\" id=\"Conclusion\"><\/span><strong><span style=\"color: #339966;\">Conclusion<\/span><\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Advocacy advertising pushes a message, with or without the intention of promoting products or services. 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