"I Don't Think RAI Applies to My Model'' -- Engaging Non-champions with Sticky Stories for Responsible AI Work

Responsible AI (RAI) tools -- checklists, templates, and governance processes -- often engage RAI champions, individuals intrinsically motivated to advocate ethical practices, but fail to reach non-champions, who frequently dismiss them as bureaucratic tasks. To explore this gap, we shadowed meetings and interviewed data scientists at an organization, finding that practitioners perceived RAI as irrelevant to their work. Building on these insights and theoretical foundations, we derived design principles for engaging non-champions, and introduced sticky stories -- narratives of unexpected ML harms designed to be concrete, severe, surprising, diverse, and relevant, unlike widely circulated media to which practitioners are desensitized. Using a compound AI system, we generated and evaluated sticky stories through human and LLM assessments at scale, confirming they embodied the intended qualities. In a study with 29 practitioners, we found that, compared to regular stories, sticky stories significantly increased time spent on harm identification, broadened the range of harms recognized, and fostered deeper reflection.