This document analyzes and summarizes key factors that contribute to successful public advocacy and brand campaigns. It investigates campaigns focused on various issues like the environment, health, and voting to identify common success factors such as using influencers, having relatable perspectives, leveraging pop culture, including a clear call to action, and playing on emotion. Specific campaigns, like those run by Greenpeace, truth, and Let's Move!, are analyzed in more depth. The document also examines mission-driven brand campaigns and identifies additional success factors such as being instantly recognizable and encouraging advocacy. Recommendations are provided for how Mozilla could improve its public perception and advocacy for internet issues.