It’s not hard to see why stories are so powerful. Advocacy messages, whether for a cause or a brand, automatically invite scrutiny. They prompt us to put our guard up. Stories are different. Not only do stories encourage people to identify with the characters they portray, but by inducing the willing suspension of disbelief they leave the audience predisposed to accept their premise, at least temporarily. We leave our day-to-day existence behind when we enter a story—and when we return to the “primary world,” as Tolkien called it in an essay called “On Fairy-Stories,” we come back altered by the experience.