Alice in InfoLand

an idea, concept, or belief that a person considers important — as per Bruce S. Gordon, in his interview with Deborah Solomon:  “Civil rights C. E. O.; Questions for Bruce S. Gordon.” New York Times Magazine 10 July 2005: 15.

I’d like to find something that we as an organization care about that he, too, cares about so that he can take the Bush tenacity and direct it at that care-about.
Care-about? Is that a noun?
Yes, and please attribute it to me when you use it in the future.

Definitely a word to use in Advocacy efforts:  e.g.: