How can we galvanize public opinion to develop social capital? How can we create new and lasting community expectations that shape the way people act, think and behave? How can we build deeper understanding and ownership of social issues? This session will examine Public Will Building, a communication approach that builds long-lasting support for social change by integrating grassroots and traditional media in a way that connects an issue to people’s closely held values. Join us to learn how social and cause marketing fall short – and how a shift to Public Will Building can fuel lasting change.