The work explores public humanitarian advocacy aimed at championing humanitarian issues stemming from conflict-related crises. It develops around two arguments. First, in current humanitarian environment advocacy has lost its original positive connotations and has assumed negative implications, thus transforming it into a good word gone bad. Second, agency-media relationship engendered drawbacks for the humanitarians that pushed them to explore the use of vectors alternative to the media. The work analyses the evolution of humanitarian advocacy, identifies the main reasons for...