Anyone who runs a public issue campaign must bear in mind the following universal truths about campaigns:

• The best public issue campaigns are based on hopes and dreams, rather than fears and problems. If you want to involve people you must inspire them and generate enthusiasm for the campaign. They must feel that something will improve if they support your campaign. Negative approaches that exploit emotions like fear or anger can sometimes mobilise people for a short period, but are much harder to use to build organisations or transform society.
• Campaigns will only succeed if you can make your target audience identify with your issue – make sure you know your target audience and have done research about their concerns, values and views on the issue.
• Every successful campaign needs a clear identity and a message that the public understands. This means you need logos and slogans that people identify with the campaign. You also must be clear about the message that you want to get across in all the speeches you make or media you produce. The message sums up the key things that you want the public to understand around your issue.
• Once your target audience identifies with the issue, you have to move them to take action. To do this you need a mobilising and organising strategy.
• A successful campaign never moves off its message. Do not get diverted by other issues, especially by opposition attacks. Stick to the positive message you want to get across, regardless of what other people say. This enables you to set the agenda.

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