campaignstrategy.org

"Campaigning maximises the motivation of the audience, not their knowledge. Try using education to campaign, and you will end up circling and exploring your issue but not changing it."

This online resource spotlights ideas for structure and strategy applicable to most social change campaigns. At is centre: "12 Basic Guidelines", which constitute a toolkit of fundamental ideas that are easy to overlook. One guideline: communicate in pictures. "Why pictures? Because pictures are far more powerful than words. Good ones tell the story and the best need no caption. And pictures cannot be interrogated or argued with. Your campaign can communicate emotions with pictures that will be filtered out of a written report. TV needs pictures even more than the print press. TV needs people doing things that tell the story, and preferably that do so in a few seconds." It also includes links to resources, a section called "how to win campaigns", various strategy documents, and "values modes", such as one describing a new campaign strategy - VBCOP - bringing together the influence of politics through public opinion and the use of values to generate behaviour, linked by the consistency heuristic with an example applied to a priority group for behaviour change on climate.