Audience-centered communication where the target audience members are people with the power to create change for others through laws, policies, the structure of institutions, and examples. The target audience for advocacy typically includes the legislators who make laws, the officials who carry them out, the institutions who set policies, and community leaders, religious leaders and celebrities who can help shift social norms through the power of their examples.

The planning process for advocacy is no different than other forms of Audience-Centered Communication Strategy Development, but the audience is often hard to reach, so advocacy makes use of special strategies ranging from powerful insiders who have leaders’ ears, to dramatic public actions that grab the attention of ordinary citizens and leaders alike.