Ada reached out to Kunle again.
Her last public awareness campaign had gained traction, engagement was high, communities were talking, and her digital dashboards glowed green. But something still didn’t sit right with her. She couldn’t shake the silence that followed the buzz. People had listened, even cared, but they hadn’t acted.
Kunle’s voice over the call was calm, almost predictable:
“You’ve made them feel, Ada. Now, you need to make them believe.”
And that was where it clicked. Ada had stopped at Level 3: Connection, thinking emotion was the destination. But real strategic communication , the kind that drives transformation begins where connection ends: Trust and Advocacy.
Level 4 Trust : People believe you.
Ada realized her audience didn’t doubt the message; they doubted the system behind it.
Her campaign had warmth, emotion, and strong storytelling in government communication, but it lacked credibility , the kind built through consistency and proof. The stories were compelling but disconnected from visible outcomes.
So, she shifted strategy.
She moved from inspiration to transparency , introducing updates that showed progress, community participation, and measurable impact. She backed stories with evidence. She shared how data translated into decisions.
It became less about broadcasting and more about building trust through digital campaigns.
Gradually, the tone online began to change. Comments shifted from applause to belief : “This feels authentic.” “We can see the difference.”
That was the turning point.
For you:
Trust isn’t built in creativity; it’s built in continuity.
Communicate progress, not perfection.
Let your audience see not just what you say, but how you follow through.
Because in an age of information overload, credibility is the strongest form of strategic communication.
Level 5: Advocacy — People speak for you.
Months later, Ada saw her campaign reborn — but not by her hand.
A youth group in Enugu launched their own environmental drive using her hashtag. A local school embedded her messaging into class projects. Journalists referenced her visuals as case studies for effective public awareness campaigns.
Ada’s role had shifted from communicator to catalyst.
That’s what Level 5 looks like — when your audience stops being your target and becomes your amplifier. When people internalize your message so deeply that they carry it forward as their own.
It’s not virality; it’s ownership.
It’s not visibility; it’s validation.
For you:
The final goal of strategic communication isn’t to be heard , it’s to be continued.
Empower people to speak your truth in their own spaces and voices.
That’s when communication becomes culture.
Ada’s journey reflects the evolution every communicator must take, from telling stories to building trust through digital campaigns that outlive the moment.
Let’s have a recap:
Level 1: Awareness gets you seen.
Level 2: Understanding gets you heard.
Level 3: Connection gets you felt.
Level 4: Trust makes you believed.
Level 5: Advocacy makes you remembered.
Because the true test of storytelling incommunication isn’t how far your message travels,
It’s how deeply it anchors in people’s minds and how long they keep carrying it forward.
So, take this as your own nudge from Kunle and switch up your communication strategy.