Michael J Jordan is a seasoned American journalist, storytelling specialist and is currently based in Beijing as a communication consultant whose strategic advocacy has ranged from raising awareness of HIV orphans in Africa to environmental protection in China.

Besides teaching International Journalism at three of China's leading universities, he is also trying to inspire more individual Chinese to protect the environment through a Youth Environmental Education workshop, which is sponsored by the US Embassy in Beijing.

How does his Advocacy-through-Storytelling formula work? And how effective is a good story in achieving transformation in this digital era when people's attention is so easily fragmented?