The aim of every campaign is to convince people. In order to do that, one has to present complex ideas and intricate contexts in a descriptive, entertaining and memorable way.
A professional external perspective helps to define and clarify what might be difficult to see from an insider's point of view. Psychological knowledge, a narrative aptitude and the capability to describe the complex simply, the ordinary exceptionally and the abstract concretely are essential.
Trust somebody who tells your story as if it was his very own one.