A powerful campaign is built around a central concept that expresses its core values, the imperative to change, the vision and the way the campaign has chosen to bring about the change it seeks. The concept is the single idea that holds everything together, it defines the campaign and makes it instantly recognisable for what it is. Without getting this right, you can't expect influential audiences to understand your campaign, how to engage with it, and what is expected of them, or what will spring from their engagement. Campaigns are won when influential audiences take sides and tip the scales in favour of the change the campaign seeks. So winning over that influential audience is critical.

Core concept assessment

Diagrams: Concept Assessment

Source: A different view