In a social advocacy campaign, a company tends to focus on spreading a particular message that is not overtly marketing their products. For example, a company may start a conversation about sustainability and how important it is and encourage their audience to focus on recycling. If the campaign does not include information about the company’s products or otherwise tries to convince the audience to become paying customers, then this is a social advocacy campaign as opposed to a marketing campaign. There can be overlap, for example if that same company encourages the purchase of their recycled products in a bid to behave in a more sustainable way.