There’s no “one size fits all” in creative strategy. This is especially true when your goal is to stir emotion and drive action in PR and public affairs campaigns. What moves people is rarely universal. An image that inspires one group might leave another completely inert; a video that agitates one audience may feel tone-deaf to another. In issue-driven communication, creative isn’t an ornament to hang on a campaign. Rather, it’s a psychological lever we may choose to pull