To activate your advocates you need to start with a cause (or a rallying cry). Something your stakeholders feel passionate about. Something they will take on themselves and champion on your behalf.
Climate change is a subject that we all feel pretty passionate about these days. What a great cause to champion if you are an energy producer? EDF clearly felt so when they developed Green Britain Day (which happened last week).
Unfortunately for EDF, not everybody has been so supportive. An article in the Guardian last week raised a number of searching questions, ranging from the company’s own green track record to the roots of the company itself (it’s French).
I have no idea how EDF stacks up versus its competition, but I guess this shows the care that needs to be taken today when choosing a cause. In today’s radically transparent world, you only have one option and that is to reflect reality. If you are trying to lead on an behavioural change issue, make sure you are exhibiting the right behaviours first.