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	12 basic guidelines (even if you've never campaigned before): introduction

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

These are ideas, not a campaign construction kit. There are a number of 'campaign manuals' (see 'Resources') which tell you how to do things like writing a press release. Campaigns vary - one size does not fit all. A campaign among American students to mobilise against the death penalty; a campaign by a British wildlife charity against a road; or a pan-African campaign for more renewable energy in future economies, are unlikely to have much in common in terms of which forum to use, who to talk to, or which media to pick. These guidelines cover things that do apply to most campaigns, as they concern structure and strategy. Once you see them these 'tools' look like common sense but they are easy to overlook because they are so fundamental. However, before diving into the guidelines, please read "Reality check!" - it may save some time and energy.