Hi, I'm Joe. I'm a senior account director at 33.

So it's quite an important distinction because often two things can be just seen as terminology. And sometimes they get mixed up. The way I think about it is that advocacy is the broader concept. It's where we want to naturally talk about an organisation without not a huge amount of effort. So it could be talking to your friends down the perp.

It could be a social media post. It could just be someone referring someone else for a role within the organisation. The ambassadors are a subset of that. So there are much more smaller, much more intentional group of people who opt in to do more so they could be doing social media posts, they could be creating content, they could attend events on behalf of the organisation and just represent the brand overall.

And the mistake that we often see is that organisations kind of treat these two as interchangeable, and it can lead to sometimes the wrong expectations and also the wrong results. So in short, advocacy is the outcome that you want across the whole workforce without not a huge amount of effort. And the ambassadors of the program that you build with a committed few just to help you get to that end goal.