As part of the roundtable “The Responsibility to Protect in a Changing World Order: Twenty Years since Its Inception,” this essay examines the issue of norm entrepreneurship as it has been used in conjunction with the Responsibility to Protect (RtoP), twenty years after the emergence of The Responsibility to Protect report produced by the International Commission on Intervention and State Sovereignty (ICISS). It examines norm entrepreneurs with enough drive, motivation, and resources to keep RtoP on the international agenda in a changing world order, after Western middle powers, such as Canada and some European Union member states, had previously acted as indispensable norm entrepreneurs. An examination of both Western and non-Western entrepreneurship efforts to date reveals three key observations. First, RtoP champions are now facing additional challenges in today's transitional global order, where nationalistic foreign policy agendas are replacing liberal agendas, such as RtoP. Second, the drive and adaptability of non-Western norm entrepreneurs with regional ambitions mean that small states can emerge as rather-unexpected RtoP champions. Third, giving non-Western states a visible regional or international platform allows them to display leadership in reframing prevention under the RtoP framework. The last two observations point to the increasing role of non-Western states in global governance and in the promotion of prevention measures to protect the most vulnerable, which in turn increases the legitimacy of the RtoP norm itself.

Drawing on a notable example of a non-Western normative initiative, Brazil’s ‘Responsibility while Protecting’ (RwP), this article contributes to broadening the scope of the norm dynamics literature beyond its common Western-centric focus. Post-2011 Libya intervention, Brazil proposed RwP to clarify what ‘using force’ means under the Responsibility to Protect (R2P) banner, but then withdrew from visible norm sponsorship, only to return to this as part of a collective exercise to institutionalise R2P at the United Nations. First, the article highlights the significant role of non-Western agents whose contributions usually go overlooked, yet carry the highest potential to address the legitimacy deficit of norms like R2P. Second, the article proposes adding a new conceptual tool when investigating the role of agency in norm dynamics, one that incorporates a wider range of norm ‘shaping’ processes and highlights enabling, contingent circumstances. The latter, is argued, best captures the anomalies in contemporary norm contestation. This is illustrated through an empirical analysis of the conditions under which Brazil was able to advance RwP, despite the subsequent emergence of unfavourable circumstances. This article emphasises how significant an alignment of enabling circumstances is to non-Western agents in terms of shaping norm contestation and normative exercise completion.