» 12 basic guidelines: Motivation not education

campaigning narrows to motivate the audience to take action

Campaigning lowers the barriers against action and increases the incentives to take action until ...
... the rabbit pops down the hole ...
... the dog jumps through the hoop ...
... the President signs the decree ...
... the commuter takes the train ...
... etc ...

Education, in contrast, is a broadening exercise. It uses examples to reveal layers of complexity, leading to lower certainty but higher understanding.

education broadens towards discovery, complexity and reflection
Campaigning maximises the motivation of the audience, not their knowledge. Try using education to campaign, and you will end up circling and exploring your issue but not changing it.

Of course all campaigns have some 'educational' effect but it is education by doing, through experience, not through being given information. Moreover, information is not power until it leads to mobilisation. If information truly were power, the world would be run by librarians.