Teaches Creating Change

C
1
 03
Meet Your Advocacy
20 31
A S S I G N M E N T:

Instructor: Example: Climate Craft Your Argument

Malala Change Use the four-part template to
How a young activist Follow Malala’s class structure your message
defied the odds and example to learn how
became the voice of
her generation
reasoning impacts action
33
07 22
A S S I G N M E N T:
Forms of Self-Care
Tend to yourself so you can
better tend to your cause
Defining Your Telling a Story
Core Values
Strategies for creating
value guidelines
How can you craft your mes-
sage for different audiences? 34
Avoiding

12 25
The Advocacy
Burnout
Achieve a better advocate/
personal life balance
Malala’s Values Cycle
A breakdown of the
values that Malala has
outlined for herself
Building the road map for a
successful campaign 35
In Praise of

14 26
A S S I G N M E N T:
Volunteering
Time is money,
collective care is invaluable
The Problem Tree
Rethinking

36
Create your own version
Leadership
of The Problem Tree of the
Each small step you take
cause you’re looking to tackle
can have a big impact Easy Ways

15 28
S.M.A.R.T.
to Get Involved
Ideas for taking that first small
step into advocacy work
Activist Skill Set
Goal Setting
Learn about eight American
advocates whose expertise
made all the difference
Learn to make your goals
robust and achievable
38
Malala’s Words

17 30
A S S I G N M E N T:
of Wisdom
Advice, inspiration,
and insight for your
A S S I G N M E N T: advocacy journey
Set Your Milestones
What Kind of
Develop a path to achieve
Leader Are You?
What is your
your end objective
39
31
area of expertise?
Malala’s Reading
List for Budding
19
Finding
A S S I G N M E N T:
Set S.M.A.R.T. Goals
Activists
Books Malala
Apply the S.M.A.R.T. frame- recommends you read
Your Cause work to your goals
Use passion and reasoning
to determine your cause

2
 MEET YOUR INS TRUCTOR:
MALALA How a young activist defied the odds and
became the voice of her generation
On December 10, 2014, before a packed audi-
ence at the Oslo City Hall in Norway, Thorbjørn
Jagland, then-chairman of the Norwegian Nobel
Committee, called upon Malala Yousafzai to
deliver her now-famous Nobel Lecture.
Malala had won that year’s Nobel Peace
Prize. As she made her way to the podium, she
received a standing ovation. At just seventeen
years old, she was the youngest person, the
first Pashtun, and the first Pakistani to receive
the award. Her impassioned speech chal-
lenged governments and individuals alike to
reconsider their shared responsibility to pro-
tect every girl’s right to an education. Through
melodic repetition and powerful imagery,
Malala spoke of children who dared to dream
despite living through war.
“I am here to stand up for their rights,” she
declared, “to raise their voice… it is not time to
pity them. It is time to take action so it
becomes the last time that we see a child
deprived of education.”
Throughout, she offered a stunning
rebuke of developed nations that build weap-
ons but neglect the needs of children. She
spoke resolutely about the 2012 assassina-
tion attempt on her life by the Taliban—a reli-
gious, political, and military terrorist organi-
zation—while drawing attention to the plight
of millions of girls around the world who suf-
3
fer from oppression and abuse.
Since 2008, Malala’s story has inspired a
generation of leaders who have advocated for
the educational opportunities of women and
girls. By launching Malala Fund, an interna-
tional nonprofit organization committed to
“championing every girl’s right to 12 years of
free, safe, quality education,” in 2013, she has
empowered activists around the world to enact
meaningful change. She is now one of the most
sought-after experts in advocacy work; her
courage, passion, and conviction have ensured
that when Malala speaks, everyone listens. But
how, exactly, did she get to this stage of her
advocacy work?
In the Beginning
Malala was born on July 12, 1997, in Mingora,
Pakistan, the largest town in the Swat Valley
region. Growing up, she loved going to school
and dreamed of living out her days sur-
rounded by family and friends. But she found
that her ambitions conflicted with the patriar-
chal norms that granted boys greater privi-
leges in her society. In her bestselling autobi-
ography, I Am Malala, she notes, “I was a girl in
a land where rifles are fired in celebration of a
son, while daughters are hidden away behind
a curtain.” Malala’s path might have been dif-
ferent had it not been for her father, Ziauddin
4
Pakistani girls attend class at a school in Mingora, a town in Swat valley, on October 9, 2013,
the first anniversary of the shooting of Malala Yousafzai by the Taliban
Yousafzai. His history of pushing back against
those cultural norms can be traced to 1994,
when he founded the Khushal School, whose
primary goal was to increase access to educa-
tion for the young girls of Swat. Despite the
school’s financial struggles, he managed to
keep it open while serving as its janitor,
accountant, and head teacher.
Still, he didn’t act alone. In his own memoir,
Let Her Fly, Ziauddin praises his wife, Toor
Pekai, who wasn’t in the spotlight but worked
tirelessly nevertheless. Together, Ziauddin and
Toor Pekai raised their daughter to believe in
her voice, a decision that left an indelible mark
on Malala. In turn, she credits both of her par-
ents for their guidance and inspiration.
Hostile Takeover
When the Taliban took over Mingora in 2007,
the town saw increased violence that included
the destruction of hundreds of schools and the
public flogging of women. The killing of cre-
atives, politicians, and soldiers further destabi-
lized the region. Before long, the danger and
5
unrest forced eleven-year-old Malala and her
family to flee to nearby Shangla, Pakistan.
During her family’s displacement and through-
out the treacherous journey, Malala and her
father became emboldened to speak out
against the Taliban’s oppression. She even
advocated for herself, writing under a pseud-
onym for a British Broadcasting Corporation
(BBC) blog, where she expressed her fears and
anxieties about the toll of the ongoing war in
Pakistan. Months later, Malala and her family
returned to Swat Valley, forever changed.
Their unabashed critiques caught the Tali-
ban's attention. Malala heard rumors that she
might become a target. In the fall of 2012, a
gunman jumped onto a school bus transporting
fourteen-year-old Malala, and shot her in the
head. She survived, but her road to recovery
was harrowing; she had to relearn how to walk
and talk, and she underwent numerous surger-
ies to restore nerve function to her face and
repair her fractured skull. Still, with the unflinch-
ing support of her family and friends, Malala
didn’t just weather the storm—she thrived.
“ I was a girl in
a land where
rifles are fired
in celebration of
Staying the Course
Just ten months into her recovery, in a moment
that stunned the world once again, Malala
appeared before the United Nations Youth
she takes the opportunity to elevate others,
redirecting focus to the women on the ground
and calling the global community to action.
Malala is without a doubt one of the most
a son, while Assembly to deliver an inspiring and defiant influential figures in the public sphere, but that
“
daughters are
hidden away
behind a curtain.
message: “Dear Friends, on the 9th of October
2012, the Taliban shot me on the left side of my
forehead. They shot my friends, too. They
thought that the bullets would silence us. But
doesn’t mean you have to be one in order to
make a difference. This is the impetus for her
class: Malala believes there’s room for every-
body to advocate and contribute to a move-
they failed. And then, out of that silence came ment. Accordingly, she hopes to share ideas
thousands of voices.” and concepts—many of them from her own
— Malala Her tenacity has not faded. Now based in learning and experiences—so that you can
England, where she earned a degree in philoso- better advocate for the causes you care about.
phy, politics, and economics from Oxford Uni- You’ll gain insight into a range of practical con-
versity, she’s still fighting and creating change. cerns, from defining your values and identifying
Malala Fund continues to invest in education a cause that’s meaningful to you to developing
advocates and activists across the globe— advocacy strategies and measuring your
including in Afghanistan, Brazil, Ethiopia, India, impact. And you’ll meet a few of Malala’s peers,
Lebanon, Nigeria, Pakistan, and Turkey—so who share their stories as case studies.
they can challenge policies and practices that Together, this all amounts to one clear, overar-
prevent girls from attending schools in their ching message: No matter who you are, where
communities. When Malala speaks out, as she you’re from, or what your perceived limitations
did in a 2021 op-ed column for The New York may be, you, too, can create change.
Times that addressed the Taliban’s resurgence,

Malala’s mother, Toor Pekai Malala’s father, Ziauddin Yousafzai

6
Defining Your Core Values
When you begin your advocacy journey, it’s imperative to understand your
core values—they’re the source of your inspiration and motivation in driving
positive change. These principles form a code of conduct to apply in both your
work and your personal life. Here are strategies for creating these guidelines:

7
 YO U R N O T E S ASSIGNMENT

Work
Backward
From
Your Nos
Establishing boundaries is a
necessary first step in
structuring a framework for
your advocacy. Malala
encourages you to think of
these nonnegotiables in the
most basic terms: I would
never tell a lie. I would never
harm a person. I would
never insult or demean an
opponent. I wouldn’t take
money to change my views.
I don’t want to give people
false hope.

Write down your “nos.”

Allow yourself to fully
assess the extent of your
personal boundaries.
Doing so will give you a
clear perspective on what
matters most to you and
encourage you to avoid
compromising your integ-
rity when making decisions.

8
 YO U R N O T E S ASSIGNMENT

The Gray Areas

Are there any value areas
where you’re unsure? Some-

What Are
times there are values woven
into the fabric of your commu-
nity that others may expect

Your Yeses?
you to comply with, even if
they don’t necessarily resonate
with you as an individual.
These could be religious, cul-
tural, or even social expecta-
tions.Next,
Therewrite
may evendownbe your
times
“yeses.” Is being
when your views differ dra- empathetic
important
matically to you?norms.
from cultural What [Insert lines to write]
about being factually
correct?
It can By identifyingto
be intimidating the
qualities and virtues
reject perspectives that might that
compel
otherwise you mostpractice
be standard in your
everyday life, you
but, think of this as an oppor- can home
in on the things you
tunity to assess long standing do
naturally well. These
conventions and decide where quali-
ties could
you stand on them.be what comes
It may be
easiest to you,
that the traditional way but theyof
doingcould
thingsalso
leads betothe
theaspects
harm,
of yourself that
exclusion, or exploitation ofrequire a
little extra
vulnerable effort.
groups. Consider
the ways you can be mindful of
your privileges and make your
advocacy work inclusive.

When you take the time to

understand what your values
are, you gain a better under-
standing of who you’re trying
to advocate for and you’ll be in
a better position to make
informed decisions. After writ-
ing down all of your yeses, nos,
and grey areas, mull over your
results to help decide what
cause best fits with your val-
ues.

9
Mohandas Karamchand Gandhi, Indian lawyer and anti-colonial and civil rights advocate
10
 YO U R N O T E S ASSIGNMENT

The Gray
Areas
Are there value areas about
which you feel unsure?
Sometimes other people
expect you to comply with [Insert lines to write]
certain values woven into
the fabric of your commu-
nity, even if they don’t nec-
essarily resonate with you
as an individual. These
could be religious, cultural,
or even social expectations.
There may be times when
your views differ dramati-
cally from cultural norms.
It can be scary to reject
perspectives that might
otherwise be standard
practice. But think of this as
an opportunity to reassess
long-standing conventions
and decide where you
stand on them. It may be
that traditional ways of
doing things lead to the
harm, exclusion, or
exploitation of others. How
can you be mindful of your
privileges to make your
advocacy inclusive?
In taking time to under-
stand your values, you’ll be
in a better position to make
informed decisions. After
writing down all your nos,
yeses, and gray areas, mull
over your results and start
thinking about some of the
causes that might be
aligned with your values.

11 
Malala’s Values
Looking for an example of how an expert advocate defines their core values?
Here’s a breakdown of the values that Malala has outlined for herself
Tell the Truth
“In my activism for girls’ education,” Malala says,
“sticking to the truth means that I stick to facts,
that I say what is correct, I do not exaggerate
statements—I do not make up statements on
my own.” The key factor is to keep yourself
grounded by being realistic. When you’ve got a
solid grasp on the issue, you avoid coming off as
uninformed or manipulative.
Maintain Hope and Optimism
It’s easy to become disillusioned with the day-
to-day grind of advocacy work. It can seem as
though issues are insurmountable or that noth-
ing is changing. However, when you frame
things in a positive perspective, it can motivate
you. Malala reminds us, “When there is hope,
there is this light in front of you. And you can see
that there is a bright future there ahead. And it
really keeps you going.” Instead of staying frus-
trated about how there aren’t enough people
speaking on an issue that you care about, for
example, shift your viewpoint to recognize that
you don’t need permission to step up and speak
out yourself. It may be you who tips the scale.
Listen With Openness
By being willing to consider varying perspec-
tives, including ones that are different from or in
opposition to your own views, you’ll gain a much
deeper understanding of any given issue. For
Malala, listening “has become a very difficult
thing. People don’t listen to each other. Even if I
do not agree with the opposing view, I always try
to listen to it and try to understand it.” Each new
perspective can be extremely useful, especially
if you’re looking for a way to improve or adjust
your argument in the hope of changing some-
one’s mind, garnering support, or galvanizing
fellow advocates with a call to action.
Amplify Other Voices
Ensure that the platform you build is welcoming
to others by passing the mic. This is one of the
most valuable ways you can show solidarity. If
you can, bring others along to share their per-
spectives. “When you have the opportunity to
have a platform,” Malala says, “it’s really import-
ant to give it to those who may not have a voice,
to give it to those who you are speaking on
behalf of.” By elevating their voices, you not only
build a stronger, more considered connection;
you also increase your level of impact.
12
“
You do not need
to be delivering
speeches and
leading protests.
You can make
an impact
through small
actions that
you take. It’s
important we
realize the
power of our
“
presence and
the power of
our actions.

— Malala

13 
Rethinking Leadership
Each small step you take can have a big impact
Leadership isn’t always about specific titles and
responsibilities. There’s no role too small or
insignificant, and you can show leadership qual-
ities at any age, at any stage of life, in any job
you take. Sometimes just being present is
enough; other times you may be asked to step
up and try something new. By identifying your
unique abilities, you can determine how to make
your presence felt—and pinpoint how you can
best be of service.
It’s normal to feel nervous about taking initial
steps toward getting involved in a cause or
campaign. Many people would like to be more
active in creating change but are convinced
they don’t have enough time or that their efforts
won’t amount to much. If you’re having doubts,
take a pause. Think about the moment that
inspired you to make a change. Remember
whom you’re doing this for and why. By believ-
ing in each action you take, big or small, you’ll
build up the confidence that’s needed.
Invest in Your Cause
Money is undoubtedly an important tool when it
comes to assisting field organizations in creat-
ing positive change. If you have the means to
offer financial support, consider donating to
causes at the local, national, and global level.
Monetary resources can go a long way toward
covering operational costs and expanding the
reach of your advocacy work. Be sure to
research the organizations you’re interested in
funding and confirm that they align with your
values. (Learn about alternative ways to make
contributions on page 36.)
Volunteer Time and Resources
Many grassroots organizations are in need not
only of financing, but resources in the broader
sense. Offering your time and expertise is a
form of wealth distribution, and local organizers
are always looking for volunteers. When you join
a well-functioning organization, you’ll find a
wide array of people and personalities, each
contributing a particular skill—whether it’s writ-
ing, graphic design, fundraising, data analysis,
video production, accounting, or project
management. Making speeches and leading
marches aren’t the only ways to get the job
done, and every goal in a movement requires a
certain expertise. Think about your own skill
set as a toolbox: What’s inside? How could
these traits serve a purpose in advocacy work?
14
Activist
Skill Sets
It’s uncommon for a
changemaker to achieve
their goals entirely alone.
Dr. Martin Luther King Jr.,
for example, is often cited
as a driving force in the
U.S. civil rights movement
during the 1950s and ’60s.
But Dr. King was also part
of a wide coalition of
people who contributed
in many ways, at many
levels, to progress the
movement. Consider
these eight other Ameri-
can advocates whose
diligence and expertise
made all the difference.
Coretta Scott King
1927–2006
King was an author,
activist, and civil rights
leader who was mar-
ried to Dr. Martin Luther
King Jr. Following her
husband’s assassina-
tion, she took on a lead-
ership role in the strug-
gle for racial justice and
became active in the
movements for wom-
en’s rights and
LGBTQIA+ equality.
15 
Septima
Poinsette Clark
1898–1987
A dedicated teacher
from South Carolina,
Clark joined the NAACP
to advocate for the hir-
ing of Black teachers.
When many state gov-
ernments in the Ameri-
can South adminis-
Daisy Bates tered so-called literacy
1914–1999 tests as a pretense to
Bates was an activist, bar racial minorities
publisher, and journal- from participating in
ist who documented the democratic pro-
the fight to end racial cess, she also created Dorothy Cotton
segregation and dis- “citizenship classes” 1930–2018
crimination in the and workshops that As a director of the
southern U.S. state of taught literacy to Black Citizenship Education
Arkansas. As the presi- adults as part of an Program, Cotton edu-
dent of her local effort to increase cated disenfranchised
National Association voter registration. communities in the
for the Advancement of importance of political
Colored People engagement, as well as
(NAACP) branch, Bates on how to organize
advised the Little Rock voter registration. She
Nine, a group of Black was also a member of
students who enrolled the Southern Christian
at a formerly all-white Leadership Conference
high school in 1957, a (SCLC), one of the key
historic moment that organizing bodies in
tested the efficacy of the American civil
America’s then-recent rights movement,
ban on racial segrega- serving for twelve years
tion in the public edu- as national director of
cation system. education and
coaching activists on
the fundamentals of
nonviolent action.
 Rosa Parks
1913–2005
Parks was an NAACP
secretary and activist
best known for her
Fannie Lou Hamer pivotal role in the
1917–1977 Montgomery bus
Hamer was a voting boycott—a historic
and women’s rights social-resistance
activist and organizer campaign against
who co-founded the Alabama’s racially
National Women’s segregated mass
Political Caucus, an transit system—after Jo Ann Robinson
organization that she refused to vacate 1912–1992
aimed to enlist, coach, her seat for a Robinson was an edu-
and support women white passenger. cator who was active in
seeking election to Ella Baker the Women’s Political
government office. 1903–1986 Council (WPC), a Mont-
During the summer of Baker was a longtime gomery, Alabama–
1964, Hamer became a activist and organizer based organization for
crucial organizer and who was known for Black women dedi-
leader in the fight to counseling, supporting, cated to fostering
increase voter registra- and educating others. In involvement in civic
tion among Black com- 1955, she co-founded In affairs, increasing voter
munities in the south- Friendship, an organiza- registration in the com-
ern U.S. state of tion that raised money munity, and aiding
Mississippi, one of the to fight against what women who were survi-
most violently racist were known as Jim vors of sexual assault.
areas in the U.S. Crow laws—a system of She also co-organized
racial apartheid in the the Montgomery bus
American South, upheld boycott (see “Rosa
by regional legislation. Parks,” to the left.)
She also ran Crusade
for Citizenship, a voter
registration campaign.

16
 ASSIGNMENT

What Kind RESEARCH

of Leader
Are You?
What are your skills?
VIDEO
PRODUCTION
ACCOUNTING

What is your area of

expertise? Examine this
chart to see what role
might be best suited to
your individual strengths.
Follow your heart (and ORGANIZING
your skill set)! PROTESTS AND
SOUND DESIGN DATA ANALYTICS
MARCHES

SCHEDULING
VIDEO EDITING AND LOGISTICS CODING

WEBSITE
PHOTOGRAPHY ADMINISTRATIVE BUILDING
LEADER

VISUAL
MESSAGE ANALYTICS
LEADER LEADER

17 
 PHONE
BANKING FOR DRAFTING
DONATIONS COVER LETTERS

DRAFTING
CANVASSING CREATING ART SCRIPTS AND
SPEECHES

PRESENTING/ DRAFTING
VOTER PRESS RELEASES
GIVING REGISTRATION
SPEECHES

MAKING
DRAFTING
EMCEEING POSTERS/
SOCIAL MEDIA
AN EVENT SIGNS/
COPY
FLYERS

PAINTING/
MURAL WRITING
PRESS LIAISON RECRUITING CREATION
LEADER
LEADER

ORATORY ARTISTIC/DESIGN
LEADER LEADER

18

Finding Your Cause
Once you know your values and skills, use
passion and reasoning to determine your cause
Passion
Think of passion as the enthusiasm that fuels
your advocacy work. Once you’re drawn to a
certain issue, you’ll be incapable of looking
away. As Malala notes, “When you have that
energy in your heart, you feel like you want to be
out there and make the change happen.” Let
your passion guide you in deciding what your
mission will be.
Reasoning
The best way to meet that passion is to apply
solid reasoning. Can you describe your cause in
one sentence? Do you understand the power
19 
!
Left:
Rosa Parks,
Top right:
Emma Gonzalez,
Bottom right:
Martin Luther King
dynamics of the involved parties? Take a
moment to consider the factors on which you’d
specifically like to focus. How can you make an
impact? Walk through the issue step-by-step
and detail the elements you understand—and
those you don’t. Identifying gaps in your knowl-
edge will help you take the next best step.
In the example to the right, Malala shares
how an advocate would use reasoning to create
a broad mission for addressing climate change.
!!
Advocacy Example:
Climate Change
Start Small:
Change Personal Behavior
Ask yourself: What are day-to-day
opportunities to minimize your car-
bon footprint? Before you begin to
spread awareness and advocate for
large-scale change, try to look inward
to see if there are changes you can
make for yourself.
Look Outward:
“
Raise Awareness
Start having conversations and
inform others about the issue. For
Storytelling is example, on social media, you could
about creating share the latest scientific findings
a clear and or information about an interesting
“
convincing
point or
argument.
initiative to create change.
Take Action
The goal of action and advocacy is to
build pressure. This could involve
staging a protest to garner support,
— Malala engaging with students and their
parents, or writing letters to local
politicians and those in positions of
power to ask for climate policy
changes. With each new step in the
process, you’ll gain clarity, refine your
message, and build momentum.
Empower Your Message
Injustices can be found all over the
globe; it can be easy to get over-
whelmed and forget about the indi-
viduals affected by any given issue.
When relevant, sharing personal sto-
ries can make your message more
powerful. Think about what (or who)
links you to this cause specifically. If
you’re compelled to take up a cause
based on firsthand experience, it
can inform and humanize the issue.
It may be that you know someone
who’s directly affected by the issue
and your commitment to your cause
comes from that. If so, dig deep
and use the power of your convic-
tions and your humanity to chart a
path toward change. Even if you’re
not directly connected to the issue,
reminding yourself of the lives
affected will help humanize and
empower your efforts.
Enhance Your Message
“Storytelling is about creating a clear
and convincing point or argument,”
according to Malala. It’s important
that your words reflect your position,
passion, and plea with intention and
clarity. When you’re communicating
ideas to an audience, Malala suggests
using repetition to enhance your
points. Doing this consistently makes
the ideas stick in people’s minds. By
taking the opportunity to remind oth-
ers again and again, you’ll emphasize
the urgency of your message.
Revise and Adapt
Over time you’ll find that not every
audience is the same. What works in
front of one group might not work in a
different setting. As such, you’ll need
to revise and adapt your argument
so you can keep audiences engaged.
These adjustments could be in the
form of which anecdotes you use or
which statistics you focus on. They
could even be in which phrases you
choose to repeat. The idea is to keep
the core message the same while
keeping the context relevant and
fresh for your audience.
20
21 
 ASSIGNMENT
NMENT

Telling a
Story
Taking issues and causes
out of the abstract and per-
sonalizing them for the
right audience can break
down the barriers that pre-
vent people from under-
standing your message.
Take a few minutes to jour-
nal about your personal
connection to your cause.
Then think about how you
would adjust the telling of
your story for various
groups. How can you craft
your message for different
audiences?

22
TenTips for
Improving
Your Public
Speaking
Public speaking doesn’t
come naturally to every-
one. If it’s something you
struggle with, start small.
First, gain speaking expe-
rience in low-pressure sit-
uations in front of small
groups, then work your
way up from there. The
more you implement the
following tips, the more
comfortable you’ll be.
23 
1 2
WRITE DOWN TALKING
POINTS
KNOW YOUR AUDIENCE
•
Preparation equals
•
While it’s tempting to
write out your entire
confidence. Even those speech beforehand and
who embrace the stage read it line by line, your
and seem like they’re words won’t sound gen-
ad-libbing have some uine if you’re reciting
predetermined talking them verbatim from a
points. The way you piece of paper. Instead,
present those points address your audience
should, in large part, be directly. Write down
determined by your bullet points on index
audience. Before out- cards; it’s an effective
lining your speech, ask way to remember the
yourself: What will this big ideas while staying
audience be receptive connected and flexible.
to hearing? What tone
is appropriate?
3
KEEP IT SIMPLE
•
You don’t need to
impress the audience
with big words or com-
plex sentence struc-
VISUALIZE
4
YOURSELF EXCELLING
tures. Your goal is to •
keep them engaged, It’s natural to worry
and it’s easier to do that about failure before you
with streamlined speak in front of a
thoughts and snappy crowd, but dwelling on
stories. Remember, too, negative outcomes only
that audiences can increases your nerves.
have limited attention In the moments before
spans. Make each you become the center
word matter. of attention, visualize
yourself successfully
completing your
speech. Imagine how
amazing you’ll feel
once it’s over.
5 8
USE VISUAL AIDS—
BUT KEEP IT SIMPLE
•
In more formal situa- 7
EXCISE VERBAL TICS
•
You may be prone to
using filler words such
as um, like, and kinda,
so pay attention to
10
PRACTICE,
PRACTICE, PRACTICE
tions, public speakers KNOW WHERE TO LOOK your speech patterns. •
often use visual aids to • Record a video of your- The more you work on
enhance presentations. If you’re speaking to a self to watch later so public speaking, the
For example, highlight- large group, look over you can spot unwanted easier it will become.
ing key points in a slide- the crowd’s eyeline. verbal tendencies. Per- Whenever you have the
show is a great way to That’ll appear as fect diction and enunci- chance to speak in front
emphasize certain ele- though you’re looking ation take serious prac- of others, do it! While
ments of your message. at everyone. In a smaller tice, but it’ll be worth it rehearsing alone isn’t
Charts, graphs, photos, crowd, find one person when you take the always as useful as
and videos can also add who’s making direct eye stage to speak in front getting real experience,
additional context to the contact with you and of an audience. it will still help you
information in your hanging on to your become more comfort-
speech. Keep in mind, every word. Speak to able and accustomed
however, that it’s import- them. Let your confi- to your abilities to

9
ant to use these spar- dence build. Then your abilities.
ingly and not put too spend time looking at
much text on the slides different audience
(in case it distracts from members across the
your speech). room; be sure to have
glanced at all areas. As
for the audience mem- USE POSITIVE
ber who’s looking at BODY LANGUAGE
their phone? They’ll •
only end up distracting Good posture and a

6
you. Ignore them. friendly smile can work
wonders. Also, instead
of remaining stationary
or hiding behind a
podium, make sure to
move when speaking, if
SHARE PERSONAL possible. Use active
ANECDOTES hand gestures to create
• energy and hold the
Communicating effec- audience's attention.
tively requires that you
engage your audience.
If you can humanize
your talking points
with stories from your
own life, you’ll spark
a greater connection
between you and
your audience.

24
The Advocacy Cycle
Building the road map for a successful campaign
Phase One:
Research
Look at each aspect of the issue you’re tackling.
Gather data to determine the root of the prob-
lem; that way, you can assess how best to build
a strategy that offers viable solutions. Reaching
out to experts in the field, reading books and
scientific studies, reviewing information from
reliable online sources, and speaking with those
affected by the issue firsthand will improve your
understanding of the factors at play.
Lewis Iwu, a friend of Malala’s and the
cofounder of the U.K.–based social-impact
strategy firm Purpose Union, emphasizes the
value of this research-based approach. Working
from a foundation of information prevents
resources from going to waste and limits avoid-
able setbacks in advocacy work. It also aids in
Lewis Iwu, cofounder
of Purpose Union
25 
achieving strategic clarity: You’ll know exactly
what you need to do and who you’ll need to
bring on to the team.
Phase Two:
Strategy and Planning
Done your research? Time to start developing a
strategy, which means understanding the politi-
cal, social, and economic factors impacting
your cause, as well as the key players involved,
and the steps needed to achieve your desired
outcome. This information is key to crafting a
convincing argument (see page 31).
A critical path analysis is generally used to deter-
mine the key milestones needed to reach your
goals. With it, you can focus on the best way to
invest time and resources by creating smaller,
more attainable goals. By having these small vic-
tories along the way, it will also prevent you from
feeling overwhelmed. When your resources are
stretched, it also helps you focus on the most
important, direct path to achieving your outcome.
Phase Three:
Crafting an Argument
You need a compelling argument in order to
persuade other people and encourage them to
act. There’s a lot to consider when framing a
message: Who is your target audience? What
 ASSIGNMENT
NMENT

The BRANCHE S/CONSEQUENCE S

Problem
Tree
In Malala’s class, Lewis
creates a Problem Tree by
using the example of child-
hood obesity. Now it’s time
to create your own version
as you begin to research
the specific cause you're
TRUNK/PR OBLEM
passionate about.

Remember: the Problem

Tree consists of three
parts: the main problem
(the trunk), the cause
(the roots), and the conse-
quences (the branches).
Identify and label the
three parts of the issue
you’re hoping to tackle.

R O OTS/CAUSE S

26
 Phase Four:
Taking Action
Now you’re ready to address your target audi-
ence and execute your strategy. Whether you’re
using social media or organizing marches, here
are fundamental concepts to consider in your
campaign rollout:

action do you want them to take? How do you
ensure your message is clear? To craft an
effective argument, Malala suggests breaking
it down into four parts:
Start Local
By gathering at the local level, you’ll be planting
seeds that could grow into a larger movement.
Talk to the members of your community. Reach
out to students, neighbors, extended family, and
even people from your workplace. Raising
awareness starts with those you know. This is
how you create a baseline of support.

Headline Build Contacts

This is your argument in a nutshell. Summarize As you gain momentum, identify influential peo-
your message as succinctly as possible. Can ple with whom you should speak about your
you explain it in one sentence? cause. They could be members of local govern-
ment, regional business leaders, or members of

“
Examples the media. Use a spreadsheet to keep track of
Use evidence gathered through your research, your contacts list. As your visibility grows, so will
testimonies, and the personal stories of oth- your knowledge of the issue. Soon some of
When you have ers. (Including these will make what you say these powerful people might begin to seek you
that energy in more impactful.) This forms part of your out for advice or support. When they start com-
your heart, you storytelling strategy; over time, you’ll expand ing to you, you know you’re making progress.
feel like you your reach by using the right message for the
want to be out right audience. Form New Partnerships
there and make While researching, you may discover similar
“
the change
happen.
Robust Explanation
Explain why or how what you’re arguing for will
help you achieve your goal. Don’t be shy about
individuals or groups with objectives that res-
onate with yours. Establish connections with
them. One powerful way to have your voice
elaborating; this is where to express your firm heard is by building a coalition. Rallying under
grasp of the topic. the umbrella of a larger group can create the
— Malala pressure necessary to enact change. “Show-
Link Back ing that it’s not just one voice shouting into the
Round out your argument by showing how it ether, showing that it’s a huge community, a
links back to your overall goals. If your argu- network of people, is so important,” says
ment is sound and cohesive, this symmetry will Amika George, a colleague of Malala’s and the
be compelling. founder of Free Periods, a British nonprofit
that advocates for access to no-cost men-
strual supplies for young girls.

27 
S.M.A.R.T. Goal Setting
What makes a good goal? How do you set goals and actually accomplish them? Malala suggests
using S.M.A.R.T., a framework introduced in 1981 by American author and corporate consultant
George T. Doran. The S.M.A.R.T framework has been used and adapted in many contexts since its
introduction, with others adding or changing some elements. In the version Malala uses, each letter
of the English-language acronym represents one of five concepts designed to make goals robust
and achievable.

S M A R T
SPECIFIC
(simple, sensi-
MEASURABLE
(meaningful,
ACHIEVABLE
(attainable,
RELEVANT
(reasonable,
TIME- BOUND
(time-based,
ble, significant) motivating) aspirational) realistic, time-sensitive)
• • • resourced, •
Your goal needs Your goal needs If your goal is too results-based) Goals with a time
to be specific to be under- easy to achieve, • limit create a
enough to con- stood so you can it might not have Your goal should sense of
vey exactly what determine a measurable address the root urgency, gener-
you want to see whether you’re impact. If your of a problem; ate momentum,
changed. It making progress goal is too ambi- otherwise, you’ll and apply the
should be sensi- aligned with tious, you may be wasting effort right amount of
ble and feel sig- your chosen wind up demor- and minimizing pressure on
nificant. Move milestones, and alized. Striking impact. This stakeholders like
away from the so you can have the right balance step will keep public officials
abstract and a clear sense of between attain- your ambitions and business
toward some- what a win looks able and aspira- relevant and leaders. Keep
thing concrete. like. This will tional will allow reasonable, and them cost-lim-
make your you to see each you’ll have a ited by sticking
endeavor both win for what it is: stronger idea of to your budget,
meaningful and progress. Think how to harness and make sure
motivating. of the many vari- resources to you and your
ables—such as achieve tangible team are clear
budget, band- results. You may on what sort of
width, and base- want to try using timeframe you’re
line support— the Problem working with.
that may Tree and the
influence your Critical Path
outcome. Analysis (see
pages 25–26)
so you can stay
accountable.

28
 Find a Mentor
Some of the greatest resources when doing
advocacy work are your mentors—those
who’ve paved the way for others, who’ve been
in the trenches with you, and who improve your
leadership skills by providing guidance. When
you’re struggling to see the road ahead, these
figures can share their expertise with you.
Knowing how others have overcome seemingly
insurmountable obstacles will expand your
imagination so that you, too, can see the light
at the end of the tunnel. And while your men-
tors may be longtime activists and advocates,
Malala believes that elders aren’t the only
sources of guidance. “I also learn from kids,
from children, because they are ambitious and
passionate about seeing change in the world,”
she says. “And I like their optimism.”
29 
Summation:
Assessing (and Celebrating) Impact
Achieving meaningful progress can be difficult,
so celebrate milestones in your advocacy cycle
along the way. With each lesson, you’ll grow and
find new ways of improving. Sure, it might feel
like a grind at times, and getting discouraged
can be a very real pitfall. But Malala reminds you
that all successful activists have started small.
You may not always see the immediate result
of an action you’ve taken until much later, but it’s
those small steps that make all the difference.
Remember: No matter who you are, you can
create change.
 ASSIGNMENT
NMENT

Set Your
Milestones
Start with your end goal.
Then ask yourself: In order
to achieve this, what other
conditions need to be in
place? Then ask yourself
again: In order for these
conditions to be in place,
what needs to happen?
Keep working backward
until you get to the initial,
smallest steps you can take.
It helps to use sticky notes
for this kind of assignment;
(you can arrange them on a
wall or a table).
You’ll start to see that
there may be multiple paths
to achieving your end goal.
Try to examine which path
may be the most realistic or
which presents greater
obstacles. This exercise can
also help you plan a timeline
of activity. How long will it
take you to make the first
step? How much progress
can you expect to make in
six months?
As an additional step:
Brainstorm potential road-
blocks, as well as people
who could assist you in
overcoming them.

30
 ASSIGNMENT
NMENT

Set
S.M.A.R.T.
Goals
When formulating your
goals, try to use the letters
of the acronym to properly
vet each one. Doing this will
keep you accountable in
your advocacy work and
provide a solid foundation
for your campaign. For
this assignment, use the
S.M.A.R.T. framework
and apply it to a goal you
want to achieve.

Craft Your
Argument
Using the template found on
page 27, craft an argument
using each of the four parts
(Headline, Robust Explana-
tion, Examples, Link Back)
to generate an outline for
your overall message.

31 
32
 Forms of Self-Care
Tend to yourself so you can better tend to your cause
In her 2017 essay “A History of Self-Care,”
American culture writer Aisha Harris explains
how the term self-care was, essentially, medical
jargon used by doctors to describe productive
habits for patients suffering from mental health
issues. Later, according to Harris, self-care was
prescribed as a way to combat the effects of
traumatic stress experienced by social work-
ers, first responders, and caregivers—those
whose jobs were emotionally and mentally tax-
ing and who would benefit from a recharge.
During the 1960s, ’70s, and ’80s, this idea mor-
phed into a political one. Building on the exist-
ing notion of necessary restoration, self-care
became a cornerstone of activism, advocacy,
and the fight for equality. As the American civil
rights and women’s liberation movements
gained momentum, they laid bare the oppres-
sions that relegated people of color and women
to the margins of society: lack of access to edu-
cation, healthcare, jobs, and adequate housing,
among other systemic exclusions.
Disenfranchisement causes physical, emo-
33 
tional, and mental harm. Fighting for the rights
and inclusion of others is tireless work. In this
context, taking care of yourself becomes an
act of revolution. For some, it’s been a means
of survival.
So, with all this in mind: Did you drink water
today? How’s your sleep? What about your eat-
ing habits? Have you taken time to reconnect
with those who love and support you? Even the
most tenacious advocate needs to pause,
refuel, and recharge. It can be easy to get lost in
the endless barrage of emails, demonstrations,
major events, and the minute details of a cam-
paign. Being kind to yourself and practicing
self-care fosters a practice and an environment
that allows you to show up as your best self, fully
present in every interaction and self-aware in
every decision you make. Remember: You’re a
human being, not a machine!

Avoiding
Burnout
Achieve a better
advocate / personal life
balance by following
these guidelines:
Set Limits
(and Actually Follow Them)
Say “no” when your plate is already
too full. Check in with yourself about
whether you need to take a break,
and know when you need to ask for
support. Promise yourself that you’ll
always finish work at a certain time
each day, too.
Tend to Your Necessary Needs
Eat complete, nutritious meals;
drink plenty of water; get plenty of
sleep. Don’t let your obligations get
in the way of caring for your body.
Or put another way: Advocate for
yourself, to yourself.
Do Something Different
If your work requires hours staying
seated or in front of a computer
screen, take breaks to get a change
of scenery. Spend a few minutes out-
side or catch up with a friend. Con-
sider setting aside time to do some-
thing creative or physically active.
Feed Your Brain
Sometimes you just need to
encounter someone who
relates to the way you feel—
even if that someone
appears in the pages of a
book. If you’ve been push-
ing yourself to your limit,
becoming immersed in fic-
tion can create space for
you to properly recharge.
Aftershocks
by Nadia Owusu
Owusu’s compelling memoir
grapples with the complex
notions of identity, home,
womanhood, Blackness,
and personal and
generational trauma.
Homegoing
by Yaa Gyasi
This sweeping novel follows
two sisters (one who marries
an Englishman and lives in
Cape Coast Castle, the other
who’s captured, imprisoned in
that castle, and sold into slav-
ery) and their descendants
through eight generations.
The book ruminates on slav-
ery’s troubled legacy both for
those who were taken and
those who were not.
The Poet X
by Elizabeth Acevedo
This novel by poet Acevedo
tells the story of a girl in Har-
lem who discovers slam
poetry as a way to understand
her relationship to the world.
Other Words for Home
by Jasmine Warga
This middle grade novel fol-
lows a young girl separated
from her father and brother
when she moves from Syria
to the U.S. with her pregnant
mother. This story ruminates
on losing and finding home,
as well as finding yourself.
The Broken Circle
by Enjeela Ahmadi-Miller
This emotional memoir doc-
uments the author's five-year
journey to escape from
Afghanistan during the
Soviet Invasion of 1980.
A Bigger Picture
by Vanessa Nakate
Part memoir, part proclama-
tion, this book presents a new
vision for the climate move-
ment centered on resilience,
sustainability, and equity.
34
 In Praise of Volunteering
Time is money, collective care is invaluable
A 2020 study titled “Does Volunteering Make
Us Happier, or Are Happier People More Likely
to Volunteer? Addressing the Problem of
Reverse Causality When Estimating the Wellbe-
ing Impacts of Volunteering,” published by the
international Journal of Happiness Studies sug-
gests that volunteers were more satisfied with
life. Volunteers also rated their overall health as
better than those who opted out. The study
suggests that even participants who began with
lower levels of well-being, experienced a boost.
Conclusion: if you want to avoid feeling stressed
or overextended, give your time away.
It may seem counterintuitive, but volunteer-
ing can relieve the pressure of packing as
much into each day as possible. Placing your-
self in a space that deemphasizes personal
productivity and focuses instead on individual
human connections may counteract the
35 
effects of anger, frustration, stress, and anxi-
ety. It can also fight depression, increase phys-
ical health, and boost your confidence. In other
words, volunteering is great for both your men-
tal and physical well-being.
Think about your schedule. Could you find a
few hours this month to dedicate to other peo-
ple or a cause? (If you’re unsure about where to
start, consider looking within your own commu-
nity first. You might tend to a shared garden,
offer tutoring and mentorship to students, make
phone calls on behalf of a local initiative, assist
charity efforts at your place of worship, or work
the polls during an upcoming election.) In
donating your time, you may be able to realign
your perception of its value and, in turn, its
abundance. This type of self-care can assist you
in being present for the things that truly matter
and support others along the way.
Easy Ways to Get Involved
Still unsure where to start? Here are some ideas
for taking that first small step into advocacy work
Practice Ethical Shopping
One of the easiest ways to get involved? Be
mindful of how you spend your money. The
American consumer spends, on average, about
$63,000 on their total expenses per year. Ethi-
cal shopping draws attention to an issue or
cause while applying pressure to companies
large and small. You can be a conscious con-
sumer and opt out of buying products made by
companies that don’t align with your values and
are known for causing harm, especially to mar-
ginalized groups. If you have a bit more money
and have made investments, for example, ask
questions about how they contribute to social
or environmental outcomes. In a world where
money speaks volumes, how you spend it can
amplify your voice.
Donate Resources and Used Goods
While giving financial support to an organiza-
tion keeps it functioning, it’s also important to
give materially in other ways. Often, it’s about
creating access. Say, for example, you know of
an organization that’s looking for a meeting
place. Offer your office space so they can
gather! Being on the lookout for creative and
innovative ways to offer tangible solutions isn’t
only a great demonstration of ingenuity; your
leadership might inspire others to get
involved, as well.
You can also donate old toys, clothes, books,
and food to local homeless and/or domestic
violence shelters. Instead of tossing that shirt
that may not fit (or may no longer be in style) in
the bin, rehome it (and some gently used toys)
to a family in need.
Social Media
Finding reputable accounts to support can be
daunting. You can start by researching individu-
als and organizations supported by people you
admire. Here are the account names of two
organizations that Malala highlights in the class:
@Purpose_Union (co-founded by @LewisIwu)
Purpose Union is a strategy firm that aims to help
companies and organizations think, act, and
communicate with social purpose.
@Free_Periods (founded by @AmikaGeorge)
Free Periods is a nonprofit organization that
fights to ensure that no young person misses
out on their education because of menstrua-
tion. The organization also works to destigma-
tize menstruation.
Supporting, sharing, and following the words
and efforts of advocates and activists on social
media is a small but important step. Stay
engaged and connected, but remember: Be
kind to yourself, too. Try not to engage with
internet trolls (those who comment or post
inflammatory or digressive messages to pro-
voke you), and be sure to take occasional
breaks from social media.
36
 “ It may be
that you know
someone who’s
directly affected
by an issue
“
and your desire
to help comes
from that

— Malala

37 
Malala’s Words of Wisdom
Advice, inspiration, and insight for your advocacy journey
Activism as a Part of Life
Dr. Martin Luther King Jr. didn’t suddenly appear
during the American civil rights movement,
deliver his famous “I Have a Dream” speech in
1963, and then fade into the shadows. Malala
notes how he was everywhere performing advo-
cacy work every day: “He used to give speeches
and sermons, he used to do protests and peace
walks each and every day. He had years and
years of activism fighting against segregation.
Fighting against racism. He was fighting for
equality in America. Activism became part of
his life.” Weaving advocacy into the fabric of
your daily life makes it rich with purpose. Your
work might even inspire others—a true testa-
ment to your efforts.
Overcoming Anxiety
It can be easy to become obsessed with per-
fection, but being a perfectionist can stifle
creativity and confidence. Even Malala strug-
gles. “You don’t have to be perfect to be confi-
dent,” she says. “I still get nervous in so many
places, and I don’t have the perfect speech.
And I can still be in positions where I don’t feel
fully ready.” Remember to breathe and focus
on the things that originally brought you to
your advocacy work.
The Legacy of Women
Malala recognizes that, historically, women
have been a driving force for change. Malala
believes in championing the legacy of the
women who have paved the way for her and
others. Each person who’s capable should step
up and carry on that struggle because it’s far
from complete. “They have done their bit,” she
says. “Now it’s our turn to do our bit to ensure
that we create a world where everybody is
treated fairly and equally.”
Working Together
Throughout her advocacy, Malala has become
increasingly aware of the need for those
engaged in the work to unify whenever possible.
By supporting others (and letting them support
you in return), your advocacy becomes more
inclusive and more fruitful. “All activists can
have different causes,” she explains, “but in the
end, the goal is to make this world a better place
for everyone, to make it inclusive, to make it
safe, to make it equal for each and every individ-
ual, and to make it a safe place for all of us.”
38
Malala’s Reading List for Budding Advocates
Interested in learning more? Malala recommends reading these books to start

KENNEDY AND HOW TO OWN

KING: THE THE ROOM:
PRESIDENT, THE WOMEN AND
PASTOR, AND THE ART OF
THE BATTLE BRILLIANT
OVER CIVIL SPEAKING
RIGHTS BY VIV GROSKOP
BY STEVEN •
LEVINGSTON A public speaking
• guide with tips and
An examination of the reflections on from
complex relationship influential women
between advocate such as, former U.S.
and politician, and HOW TO WIN First Lady Michelle
WORDS how one can move CAMPAIGNS: Obama, and
THAT WIN the other toward COMMUNICA- American media
BY LEWIS IWU progress and change. TIONS FOR mogul Oprah Winfrey.
• CHANGE
A thoughtful and BY CHRIS ROSE
practical tool kit to •
help people of all This book highlights
public-speaking abili- UK–based author
ties craft and deliver Rose’s vast cam-
powerful messages paigning experience
to win arguments and to provide the tools
change minds. for anyone to build a
winning campaign.

39 
FEMINISM IS THE POLITICAL
FOR EVERY- BRAIN
BODY BY DREW WESTEN
BY BELL HOOKS •
• This book looks at the
This introduction to psychology behind
feminist theory helps campaigns and
readers understand explains why some
the importance of win and some fail.
feminism as a politi-
cal movement. hooks
touches on a wide
variety of topics,
including reproduc-
tive rights, sexual HOW CHANGE
violence, race, class, AGENDAS, HAPPENS
and work. ALTERNATIVES, BY DUNCAN GREEN
AND PUBLIC •
POLICIES With case studies
BY JOHN W. ranging from
KINGDON informal settlements
• to global
This theoretical text decision-making
offers a useful insight forums, Green shows
into how policy deci- that change happens
sions are made and through interactions
the way in which dif- with institutions.
ferent key players
exert their influence
over the process.

40
 Credits
Images of Amika George
Courtesy Bloody Good Period

Footage from UNHCR

Courtesy UNHCR. © UNHCR

Footage of the NRA

Courtesy CNN

Footage from He Named Me Malala

Courtesy Twentieth Century Fox.
All rights reserved

Image of Malala and school children

Photograph by Tanya Malott. © Tanya Malott, Kenya, 2014

Various Free Periods stills and footage

Courtesy Free Periods. Used with permission

Image of Amika George

Photograph by Hanifah Mohammad/Kintzing.
© Hanifah Mohammad/Kintzing

Footage of youth climate activists

Courtesy The Washington Post. © 2020 The Washington Post.
All rights reserved. Used under license

Nobel Prize footage

Courtesy Nobel Media AB 2014. © Nobel Media AB 2014;
Norsk Rikskringkasting AS (production)

Malala’s interview on The Daily Show with Trevor Noah

Used with permission. © 2021 ViacomCBS Media Networks. All Rights Reserved.
[MTV], all related titles, characters and logos are trademarks owned by
ViacomCBS Media Networks, a division of Viacom International Inc

Image of Jo Ann Robinson

Courtesy Montgomery County Archives.
Used with permission