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This presentation emerges from an attempt to impact academic culture for gender equity in STEM on a large scale by working through a professional academic organization for deans. Importantly, the work targets non-self-selecting audiences, i.e., participants who have paid for “leadership development,” not “diversity awareness”; thus topics like ”unconscious bias” and “gender equity” are viewed with suspicion. Also significant is the gender ratio at higher levels of academic leadership; our audiences have ranged from 50:50 to 5:1, male to female. Hence, we engage a significant number of “slow adopters” of STEM diversity initiatives, i.e., high-ranking white males who do not view gender or diversity issues as meriting high priority. The goal is a presentation strategy (theory, method, and content) that will deliver gender equity content to inform, equip, and motivate participants to effect positive change in their institutional settings. This is a report of an ADVANCE project-in-progress that is learning from mistakes, working within constraints, and discovering new resources as we gain clarity about underlying issues and barriers to success. Best practices from Appreciative Inquiry, the Concerns-Based Adoption Model, Catalyst’s Engaging Men in Gender Initiatives, and material from gender equity and diversity programs are all informing our redesign of professional development seminars. This presentation will include examples from workshops, participant evaluations, and program designs as a means of stimulating discussion about methods for “marketing” gender equity in STEM to academic leaders with a range of personal commitments to equity issues who nevertheless have substantial authority to shape academic culture.