An international industry body faced growing pressure to change established practices. The need was clear to some, but far from universally understood. Across countries, roles, and commercial interests, perceptions varied widely—ranging from cautious support to active resistance.
Previous attempts to communicate the case for change had relied heavily on technical arguments and policy language. While accurate, these messages struggled to connect with a diverse, international audience.
Advocacy only works when people understand what’s changing—and why it matters to them.
The challenge wasn’t a lack of evidence. It was the absence of a shared narrative that could speak to different concerns without diluting the core message. Stakeholders needed to see how change would benefit the industry as a whole, rather than disadvantaging particular groups.
The work centred on live advocacy—using conversation, credibility, and clarity to shift understanding.
Delivered keynote and solo presentations to international audiences, clearly setting out the reasons for change and the long-term benefits
Spoke as part of expert panels, addressing concerns openly and responding to differing viewpoints in real time
Framed complex industry change in plain, accessible language without oversimplifying the issues
Acknowledged legitimate anxieties while showing how proposed changes created shared gains rather than winners and losers
Used real-world examples to illustrate practical impact across regions and roles
The emphasis was on credibility and openness—building trust by engaging directly with people’s questions rather than talking past them.
Stakeholders began engaging more constructively. Conversations moved from opposition to enquiry, and from uncertainty to informed debate.
By explaining how the proposed changes would strengthen the industry overall—while recognising regional differences—the advocacy work helped build confidence and momentum across borders.
People are more willing to support change when they can see themselves within it.
Clear, honest communication doesn’t just win agreement—it creates space for collaboration, even when interests don’t perfectly align.