How to get away with Facebook: NGO advertising under the ‘social issues’ label

In January 2022 Facebook limited its targeting options, admitting openly the negative impact on NGOs. This is only the latest of many changes, as the world’s largest social media platform is increasingly limiting the ability of cause-led advertisers to promote their brand, find new passionate supporters and grow revenue. As the Facebook advertising policy changes rapidly, NGOs are struggling to know where to go next, or even where to begin. In this session we looked at how the ‘social issues’ advertising category affects NGO brands and shared tips on how to approach this for your cause – through thinking strategically, expanding your creative horizons and maybe even looking outside of the “Meta” platform.

With several years’ experience in digital and offline marketing, campaigning and activism, Josh Leigh has helped NGOs raise millions in financial support and to connect countless people with the causes they care about. He now works with amazing social brands to make awesome social media, at Social Social, Berlin.