campaignstrategy.org - K.I.S.S. (keep it simple, stupid)


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12 basic guidelines


	12 basic guidelines: K.I.S.S. (keep it simple, stupid)


	12 basic guidelines index:

	Introduction Reality check! Motivation, not education Analyse the forces

	K.I.S.S.

	Right components... Start where your audience is Construct a critical path Campaign v. the unacceptable Make real things happen Say what you mean Find the conflict Communicate in pictures Don't send messages

Campaigns are needed because there is an urgent problem which has to be made public in order to be resolved.

Non-urgent problems may require education or information but they are unlikely to justify campaigns.

Campaigns are communication exercises. Effective motivation needs simplicity in message and purpose.

IF YOU FIND A FIRE

1. RAISE THE ALARM

2. GO IMMEDIATELY TO A PLACE OF SAFETY

3. CALL THE FIRE BRIGADE

Communicate only one thing at a time. Use a simple unambiguous 'call to action' which requires no explanation.

Consider the 'fire' notices you find on the door of a hotel bedroom.

If you are asleep in a hotel and you smell smoke, you expect to find instructions a bit like the picture above.

It gives the bare minimum of essential information. It fits the situation. It asks for action in the right order - you don't want guests looking for a telephone to call the fire brigade - they should first get out.

Yet so many 'campaigns' try to be explanations of the issue. They would produce a fire notice more like this:

IF YOU FIND A FIRE

1. NETWORK WITH YOUR NEIGHBOURS.

2. EXPLAIN THE ISSUES & PROCESSES OF IGNITION, FUEL EFFECTS, OXIDATION & ION PLASMAS. ADDRESS THE SOCIAL & ECONOMIC JUSTICE DIMENSIONS.

3. EDUCATE DECISION-MAKERS REGARDING THE ESTABLISHMENT OF AN ADEQUATELY RESOURCED FIRE BRIGADE & FIRE PREVENTION CULTURE & ASK YOUR NEIGHBOURS TO JOIN IN.