We will discuss how to bring a more personal and imperfect creator energy to campaigns — something people can see more of themselves in by emphasizing real people and real stories and authentic humanistic forms of communication. We'll talk about the role of AI and algorithms to improve efficiency and support (rather than lead) these communication efforts. We'll discuss the industry shift toward messaging that celebrates hope and strength. Having great programs and resources is critical, but if no one knows about them it doesn’t matter. So in this era of uncertainty, we will offer insights into pulling back the curtain to gain audience trust and foster greater connection and engagement. Finally we will explore the power of aligning toward a common vision and how a strong strategy gets people on the same page and saves effort, time, and resources.