When Advocacy Puts People Off: Finding the Balance in Speaking Up
Advocacy is at the heart of every campaign for change. It is the vehicle through which we raise awareness, challenge injustice, and give a voice to those who cannot speak for themselves.
But anyone who has spent time in the advocacy space will know that it is not always straightforward. Sometimes, the very passion that drives us can push people away rather than draw them closer to our cause.
The Fine Line Between Passion and Pressure
When we believe strongly in an issue be it animal welfare, environmental protection, or human rights it is easy to forget that others may not yet be where we are.
We’ve done the research, we’ve seen the suffering, and we’ve made the moral decision to act.
For those outside our immediate circle, however, that journey has not yet happened. If we speak in ways that feel accusatory, patronising, or overwhelming, we risk making people defensive. Instead of opening the door to dialogue, we may cause it to slam shut.
Why People Switch Off
There are several reasons why advocacy can sometimes alienate people:
Overwhelm – Being presented with too much information, too much urgency, or too many calls to action at once can make people feel powerless.
Guilt and Shame – While guilt can spark reflection, too much of it can feel like attack. If people feel judged rather than invited to reflect, they are less likely to engage.
Tone – Anger has its place, but if every message is expressed in anger, it becomes exhausting to listen to.
Assumptions – Not everyone who hasn’t yet acted is indifferent. Sometimes they simply don’t know what to do, or they fear doing the wrong thing.
When Advocacy Turns on Advocacy
There is another, more subtle way advocacy can falter: when we undermine one another. In the age of social media, it is not unusual to see well-meaning awareness posts hijacked by others who add more information, critique the original wording, or suggest that the person sharing has not done enough. Sometimes this comes from a genuine wish to educate, but the effect can be damaging.
When people are made to feel “less than” for trying, it discourages them from trying again. Worse still, it can destroy the impact of the original message. Instead of focusing attention on the issue, energy gets diverted into debates over tone, accuracy, or who is doing the most. Advocacy should be about amplifying each other’s efforts, not tearing them down.
Effective Advocacy: Meeting People Where They Are
The most effective advocates are those who listen as much as they speak. They understand that change is a process and that people move at different paces. A few practical ways to keep advocacy constructive include:
Tell Stories, Not Just Facts – Human beings connect to stories more deeply than statistics. One story of an animal saved can be more powerful than a hundred figures.
Offer Small Steps – Instead of demanding radical overnight change, suggest practical actions people can take today. Small steps often lead to bigger ones.
Show Empathy – Recognise that people may care but feel overwhelmed. Acknowledge that feelings of helplessness are normal, and then gently show how they can help.
Celebrate Progress – Change is rarely instant. When people take steps no matter how small acknowledge them. This builds encouragement rather than discouragement.
Lift Others Up – If someone is sharing a message, support it rather than criticising. Every share, every conversation, and every attempt matters.
Keeping the Bigger Picture in Mind
At its core, advocacy is about building bridges, not burning them. There will always be moments when frustration bubbles over, when the cruelty or injustice feels unbearable. In those moments, it is tempting to shout louder or to expect others to campaign exactly as we do. But we must remember that every person we meet is a potential ally. Winning hearts and minds often requires patience, compassion, and the willingness to meet people where they are.
Advocacy that invites rather than alienates, that supports rather than undermines, is the advocacy that endures. If our ultimate goal is to create lasting change, then we need not just passion, but also wisdom in how we share it and kindness in how we treat those who share it too.