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" ... A few caveats here: Marketers entering this domain must have some integrity and some guts. Movement marketing works best when it’s done with honesty and openness. The Montreal uprising igniters can attest to how much scrutiny this kind of storytelling is subject to; people will question the agenda of any marketer getting involved in telling real stories or tackling real issues. So only get involved with stories you genuinely believe in and care about. And be straight with people. ... "