By Carmen Boon, VP of Public Affairs at Food Bank For NYC & Member of The Shorty Awards’ Real Time Academy
In the current wild world of politics, where every social media post, headline, and soundbite feels like it's designed to divide, how do you cut through the noise and actually make people care about the policies shaping their lives? That’s where the magic of strategic, values-driven advocacy campaigns comes in, no smoke and mirrors, just real talk that resonates. These campaigns don’t just play referee in the political chaos; they educate, empower, and mobilize. They amplify the voices that matter most, that is, those from communities living the reality of these policies, while holding the powers-that-be accountable in ways that demand attention.
But here’s the thing: translating dense policy jargon into something relatable isn’t easy. Policy advocacy communications involves the strategic use of messaging to influence public policy decisions, legislation, and regulations. It targets key stakeholders like government entities, policymakers, and the broader public, bridging the gap between complex policy issues and the understanding of them. Think of it as translating government-speak into something we can all grasp, making sure policies aren’t just for the wonks but resonate emotionally and practically with everyone. Policy advocacy campaigns are the ultimate translators, breaking down these complexities into bite-sized pieces that educate and motivate action.
Companies, nonprofits, and government agencies bring distinct strategies when promoting or opposing public policies to reflect their priorities. Corporations typically support policies favorable for profit margins while fostering environments beneficial for growth and community improvement. Nonprofits back policies closely aligned with their missions to inspire government and public backing for long-term change. Government entities advocate for reforms affecting their efficiency, funding, or scope of operations to better serve citizens. Each group expertly maneuvers through the intricate policy terrain using lobbying efforts, partnerships and, especially, public policy advocacy campaigns to get their messages across. This dynamic process demonstrates how policy advocacy impacts daily life.
In this piece, we’ll unpack the lessons learned from campaigns that have done exactly that—successfully connecting with audiences, cutting through the clutter, and driving real change. So, whether you’re a seasoned advocate or just stepping into the policy communications arena, let’s talk about how to craft communications that rise above the noise and lead with values.
Bridging Trust Gaps via Policy Advocacy Communications
Public distrust in government institutions is skyrocketing, presenting significant obstacles to policy advocacy communications. According to a 2024 survey conducted by the Partnership for Public Service, trust in the federal government has plummeted to just 23%, a sharp decline from 35% in 2022. To make matters worse, only 15% of Americans view the government as transparent, and a staggering 66% believe it to be incompetent. These figures underscore a widespread skepticism that threatens the efficacy of campaigns aimed at engaging the public on policy and legislation issues.
Such sentiments make it increasingly challenging to garner public support for policies or even foster belief that a policy will result in tangible benefits for communities, especially during times of profound political division and economic uncertainty. For organizations active in policy advocacy, this kind of environment demands more than just crystal-clear communication: it calls for a strategy that rebuilds trust while advancing specific policy goals.
Nonprofits and community-focused enterprises have a golden ticket to tackle these challenges and play a critical role in filling the gaps left by waning public confidence in government. The latest Edelman Trust Barometer shows that people are increasingly looking to organizations, including nonprofits, to tackle big-ticket issues like racial injustice and economic inequality. This expectation positions nonprofits as trusted intermediaries capable of fostering connections between the public, policymakers, and other bigwigs. By cashing in on their transparency, credibility, community engagement and focus on issues that hit home with their audiences, advocacy campaigns can cut through the noise of polarized political discourse and deliver impactful results.
For organization leaders, investing in policy communications is an opportunity to extend their mission beyond service delivery and profit making and into the realm of systemic change. Through these efforts, organizations can not only influence policy outcomes but also strengthen their relationships with the communities they serve, demonstrating a commitment to transparency and accountability.
Clear Goals, Stirring Messaging, and Winning Hearts (and Headlines)
Crafting effective policy advocacy communications campaigns is like a recipe for success: you need the right mix of clear objectives, tailored messaging, superb storytelling, and well-coordinated earned and paid media tactics to engage not only target but also unsuspected audiences. Ready to dive in? Read on.
- First up, define the issue you’re tackling. You should try the best you can to know and understand the policy landscape, pinpoint the problem, and show how your organization’s goals are the superhero society needs. This clarity is key for a narrative that’ll have stakeholders saying, “I’m in!”
- Next, let’s talk about stakeholder analysis. Map out the VIPs (elected officials, advocacy groups, civically minded influencers) and understand their priorities, values, positions and platforms. Craft messages that hit their core areas and show how your goals are a win-win. Keep those relationships active with regular meetups, briefings, and updates to keep your campaign’s priorities front and center.
- Now, let’s fire up things with grassroots engagement. Mobilize your squad (supporters, community members, employees) to add a key driver to your efforts. Give them the tools to take action: writing letters, making calls, attending events, or jumping into social media and other online advocacy. These activities build momentum and show policymakers that the squad is not wasting time.
- A top-notch media and social media plan is the cherry on top. Mix traditional media with social media to spotlight your campaign’s core messages and the real-life impact of the policy. Create content that speaks to specific demographics and connect directly with your audience. Choose platforms that allow you to generously share stories from those affected and spark two-way conversations. Keep your messaging tight and on-brand, but also weave in current political events to stay relevant.
- When it comes to calls to action, specificity is your best friend. Instead of vague “support us” asks, clearly outline the action you want, like voting on a bill or signing a petition. Deadlines add a dash of urgency, motivating folks to act NOW.
- Last but not least, measure your impact and keep stakeholders in the loop about the wins (big and small). This shows you’re accountable and makes them feel really good for supporting you, setting the stage for future advocacy campaigns.
How NYC's “Look Past Pink & Blue” Policy Advocacy Campaign Joined the Shorty Awards Circle
In 2016, amid the growing national discussion about transgender rights, the NYC Commission on Human Rights, whose communications and marketing team I led at that time, launched the Look Past Pink and Blue public policy campaign. This initiative aimed to spotlight legal protections for gender identity and expression under NYC's Human Rights Law. The campaign wasn’t just an information drop: think of it as a giant hug from the city of New York, making transgender folks feel safe and welcome in public spaces, especially when it came to the ever-controversial bathroom access. At a time when legislation and lawsuits across the country were chipping away at transgender rights, NYC’s bold move stood out, marking the first time a municipal government went all-in to advocate for the transgender community. The mission? Educate New Yorkers on their rights, spark empathy and allyship for GLBTQ+ individual experiences, and empower individuals to stand up against discrimination.
The campaign put real transgender New Yorkers front and center, sharing their stories through subway ads, bus shelters, community newspapers, and social media. From a mom in the Bronx to a healthcare worker in Brooklyn, the stories were as diverse as the city itself. To extend its reach, videos showcasing the experiences of transgender adults and youth became a focal point, receiving hundreds of thousands of views through targeted promotions. The effort even earned top honors in the Government and Politics category at the inaugural Shorty’s Impact Awards.
Challenges? There were plenty. Predictably, conservative groups and media outlets mounted a counter-campaign, questioning the use of taxpayer dollars and spreading stereotypes about transgender people. But controversy often equals attention, and the team stayed laser-focused on ensuring the message resonated with supporters and skeptics alike. Through it all, the campaign’s core remained intact: amplifying voices, combating ignorance, and fostering understanding in a city built on diversity.
The results were hard to ignore. In its first month, Look Past Pink and Blue generated over 30 media placements across a mix of local, national, and LGBTQ-focused outlets. A survey revealed that 53% of citywide respondents and 68% of LGBTQ participants learned something new about transgender rights. The campaign also sparked conversations: 37% of citywide respondents and 52% of LGBTQ participants discussed the campaign’s message with friends and family, while 25% and 44%, respectively, engaged with it on social media.
The campaign didn’t stop at raising awareness; it drove tangible action. Among survey respondents, 25% of citywide participants and 33% of LGBTQ individuals visited the Commission’s website, and 14% and 28% called NYC’s 311 helpline for assistance. This increased engagement fueled 45 proactive investigations into gender identity discrimination by the Commission that year.
One of the most lasting impacts was strengthening partnerships between the City government and LGBTQ organizations. These relationships helped create employment discrimination training focused on gender identity, which has since been implemented in thousands of workplaces.
Through authentic storytelling, strategic outreach, and a commitment to inclusion, the Look Past Pink and Blue campaign wasn’t just a one-off initiative. It set the bar for what a government can do when it chooses to lead with empathy and action.
Submit your Policy Advocacy Campaign to the 10th Shorty Impact Awards!
Specialization in policy advocacy communications campaigns is becoming increasingly critical in a rapidly evolving political and social landscape. This is where professionals with sensitivity or training in this area play a crucial role. They bring the skills needed to distill complex concepts into relatable narratives while ensuring that campaigns remain strategically aligned with broader organizational policy goals and societal priorities. Ready to turn those dense policy details into impactful messages and visuals? If you’re in the nonprofit and government communications or public policy corporate world, the 10th Shorty Impact Awards, which submission period starts on May 13th, is your platform to turn up the megaphone of policy advocacy communications campaigns.
Dive in and become the office hero for policy communications campaigns, whether you’re rallying your own team or producing results for your clients. So, get curious, dig into resources, and lead the charge for mesmerizing policy advocacy campaigns. And, why not snag a Shorty Impact Award while you’re at it?
References and Resources:
The Rise of “Policy Comms” and Why It Matters, Public Affairs Council
The State of Public Trust in Government, Partnership for Public Service
What is Public Policy Advocacy, Quorum
How to Use Social for Better Digital Advocacy, FiscalNote
Crafting Public Policy for Effective Advocacy, Business Wire
Marketing is Killing Fundraising? Really?, Nonprofit Marketing Community
Five Messages to Try When Raising, Nonprofit Marketing Community
