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

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 example 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.