Lesson Set Three
Interactive Videos + Resources
LS3: Audience
Lesson 1: Who Are You Talking To?
Effective advocacy begins with understanding who you are speaking to and the identity that guides how they see the world.
Lesson 2: Personas: Tailoring Your Message
Personas help you shape messages that resonate with real people instead of bouncing off them.
Lesson 3: When Understanding Becomes Connection
Advocacy becomes more powerful when we move beyond just information into genuine human connection.
Deeper Dive
Lesson 1
Salvi, F., Horta Ribeiro, M., Gallotti, R. et al. On the conversational persuasiveness of GPT-4. Nat Hum Behav 9, 1645–1653 (2025). https://doi.org/10.1038/s41562-025-02194-6
Lesson 2
Fenton, A., Heinze, A., Osborne, M., & Ahmed, W. (2023). How to use the six-step digital ethnography framework to develop buyer personas: The case of Fan Fit. JMIR mHealth and uHealth, 11, e45562. https://pmc.ncbi.nlm.nih.gov/articles/PMC9736752/
Lesson 3
Gray, A. (2018, August 3). ‘I thought I’d never get out alive’ – The Muslim director who interviewed neo-Nazis. World Economic Forum. https://www.weforum.org/stories/2018/08/muslim-director-neo-nazis-extremists-deeyah-khan
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