Let’s face it: people are overwhelmed.
Doomscrolling is practically a national pastime.
So, if your content is all fire-and-brimstone, your audience is either tuning out or running for cover.
The truth? Raising awareness isn’t enough. If you want people to actually care—and act—you’ve got to balance the bad news with a reason to hope.
Let’s break down three more proven strategies to make your content engaging, impactful and action-driven—without turning people off.
Balance Urgency with Optimism
Sure, we need to sound the alarm on injustice. But if all we ever say is, “Everything’s on fire,” we’ll just burn people out.
People need to believe their actions matter and that a brighter future is achievable.
Consider how Black Voters Matter has been raising awareness about voter suppression. Founded by LaTosha Brown and Cliff Albright, the organization focuses on increasing Black voter engagement and advocating for policies to expand voting rights.
Their approach combines highlighting the pressing issues of voter suppression with celebrating community resilience and victories.
A notable example is their “We Won’t Black Down” bus tour, which traveled through multiple states to engage Black communities ahead of elections. This initiative not only addressed the challenges of voter suppression but also empowered communities by providing resources, education and a platform to share their stories.
By emphasizing both the obstacles and the strength of the community, Black Voters Matter fostered a sense of hope and collective action.
The key takeaway: They demonstrated that while the fight against voter suppression is critical, there is also significant progress and power within the community to effect change.
Keep It Simple, Skip the Jargon
You might know all the acronyms and policy terms, but your audience doesn’t. And they shouldn’t need a law degree to get what you’re saying.
If you want your content to land, talk like you’re explaining something to a friend over coffee.
PolicyLink, a national research and action institute, excels at using plain language to engage a broad audience on complex social justice issues.
Their Housing Justice Narrative Toolkit is a prime example.
This resource emphasizes the importance of centering race in your messaging. They advise advocates to use “tested, values-based messages to break through the noise,” highlighting the need to connect with audiences on a fundamental level.
This straightforward guidance empowers individuals and communities to actively participate in the movement for housing justice.
Give People a Way to Get Involved
When it comes to giving people clear, actionable ways to get involved, Californians United for a Responsible Budget (CURB) is setting the standard.
Their social media posts don’t just raise awareness—they point their audience directly toward the next step.
Take this Instagram post, for example. Instead of just talking about the harm caused by California’s prison system, CURB goes a step further with a strong call to action: “CURB is calling for 8 more prisons to be named for closure by 2025. Check out CURB’s Recommended Priority Prisons for Closure here.”
This post is a masterclass in actionable advocacy. Here’s why:
- Clear call to action: They didn’t leave their audience wondering what to do next. The post links to a one-pager that breaks down their recommendations for prison closures, with key facts and figures.
- Transparency and credibility: The document CURB shares isn’t just a list of demands—it’s rooted in feedback from people directly impacted by California’s prisons. By highlighting the voices of those most affected, CURB adds authenticity to their advocacy.
- Accessible resources: Their linked resource simplifies complex issues, providing digestible facts that help readers understand the need for prison closures and how they can support the cause.
This combination of urgency, clarity and community-centered storytelling ensures CURB’s audience feels both informed and empowered to act.
The key takeaway: If you’re rallying people to a cause, make it easy for them to get involved. Whether it’s signing a petition, reading a report, or contacting decision-makers, your audience should leave your post knowing exactly how they can help. CURB nailed it—and we all can learn from their approach.
Final Thoughts
Creating engaging social justice content doesn’t mean sugarcoating the truth. But it does mean finding a balance—highlighting the urgency of the issues while showing people that change is within reach.
Celebrate wins, speak plainly, and always leave your audience with a way to help. After all, the future isn’t something that just happens to us—it’s something we build together.
Let’s make sure our content reflects that.