This indispensable book reveals what makes brand stories “shareworthy” and guides readers through creating relevant and resonant advertising. Combining practitioner and academic perspectives, Landa and Braun offer a roadmap for conceiving and developing creative advertising campaigns that are responsible and inclusive—and that audiences enthusiastically share. They demonstrate that shareworthy storytelling embraces diversity, equity, inclusion, purpose, and brand activism and eschews tropes, stereotypes, and negative messaging. The book features interviews with expert practitioners spanning diverse global communities who share the hard-earned wisdom of their award-winning campaigns. Shareworthy shows current and aspiring marketing professionals how to craft a story, connect with the audience, and embrace social responsibility throughout.