Effective advocacy is rarely the stuff of bumper stickers and bullhorns. People are more willing to consider new perspectives when they’re not force-fed; persuasion is most enduring when people are empowered to make their own conclusions. Fisheries advocates who face the task of building consensus around controversial issues should consider tools that help create community discussion where shared values can emerge. Youth education, art, and cuisine are examples of tools that can help us play the “long game” in advocacy. One group in Alaska recently experimented with a another tool, the “Book Drop,” where many copies of a thought-provoking book were freely distributed in hopes of sparking discussion about one of Alaska’s most unifying and divisive topics: salmon.