Values

Start here. Identify the values which under-pin the campaign - how are these values going to inform the campaign, who shares these values, who opposes them. What steps can you take to ensure the campaign becomes a vivid expression of the values at stake?

Campaigns connect to organisational identities and to brands at the level of value. Campaigns should be designed to build or feed an organisation's identity or brand and not just to take from it.

An organisation, whose values are, for example, objectivity, fairness, inclusiveness and community, will campaign in a very different way from one whose dominant values are exclusive, heroic, unyielding, commitment to direct action.