The Advocacy Playbook
6 Core Principles
Behind Every Message That Moves Minds
Great advocacy doesn’t just inform—it moves.
It’s not about facts.
Great advocacy isn’t about who shouts the loudest—it’s about who tells the sharpest, most unforgettable story. At Aha! Concepts, we transform ideas into movements by following six battle-tested principles.
This is how you make people listen.
1️⃣ FRAME
People Don't Buy Facts. They Buy Stories.
“The most basic way to get someone’s attention is this: break a pattern.”
When Kimberly-Clark introduced its sustainability strategy, the challenge was framing it as more than just corporate talk. This video told a compelling story about their long-term environmental commitment, making their mission feel urgent and inspiring.
Frame the story. Make it matter.
Then people will listen.
2️⃣ Focus
Stop Talking to “Everyone.”
Speak Directly to One Person.
“The success of any kind of social epidemic is heavily dependent on the involvement of people with a particular and rare set of social gifts.”
For Rocket Money, the goal was to reach individuals looking for real ways to cut expenses. This testimonial-driven video spoke directly to that audience, showing real people saving real money—no fluff, just results.
Speak to the right people. Make it personal.
Make it matter - and they’ll spread the word for you.
3️⃣ Filter
If your message needs explaining, it’s already lost.
“If you say three things, you don’t say anything.”
A great example is BenjiLock. Instead of overloading viewers with specs and features, this product video distilled the message down to what mattered: security at your fingertips, no keys required.
Make it simple.
4️⃣ FAMILIAR
People don’t trust what’s new. They trust what they’ve heard a thousand times.
“The more we are exposed to something, the more we tend to like it.”
For Under Armour and their She Plays We Win campaign, the message of empowerment through sports had to feel both fresh and familiar. This video reinforced that narrative through powerful imagery and real athlete stories.
Say it again. Then again. And again. Until it’s impossible to forget.
5️⃣ FEARLESS
Safe is invisible. Boring is forgettable.
“Safe is risky. The riskiest thing you can do now is be safe.”
At AUSA, the country’s largest Army conference, Axon needed to stand out. This high-impact video didn’t play it safe—it showcased their cutting-edge tech in a way that commanded attention on a crowded conference floor.
You don’t ask for attention.
You take it.
6️⃣ FLOW
Be Water—Adapt Without Losing Force.
“Be formless, shapeless, like water. If you put water into a cup, it becomes the cup. Water can drip and it can crash. Be water, my friend.”
As a heritage brand, McCormick had to evolve beyond traditional grocery store marketing to stay relevant in the digital age. Through video, we helped highlight their innovations in flavor and sustainability, showing how a 100-year-old company can still lead the industry by embracing change.
The best campaigns don’t resist change—they become it.
THIS IS THE AHA! PLAYBOOK
Most advocacy campaigns? Forgettable. Safe. Stuck.
Echoing the same voices. Preaching to the same choir.
Not us.
We don’t create in echo chambers.
We create through tension,
release, and ideas that demand space.