Campaign Message

The campaign message describes the organising campaign briefly, in such a way that both the public and the workers involved understand and relate to it. 

A campaign message is usually one to three sentences in length. There are three tests for a good campaign message. It needs to appeal to the broader community, unite workers and fit the situation.

The campaign message helps keep us on track during an organising campaign and frames the campaign. It helps make sure the public, the employer, and the union are all clear about exactly what our campaign is about.

Slogans are important mobilising tools and can contain key statements, but they are different from a campaign message. A slogan is a short, catchy phrase that gets your attention. You may think of good slogans while you are developing your campaign message. Keep them for use in the campaign, but remember: a campaign message is one to three sentences that describe the entire campaign.

Campaign messages will

• inspire workers
• define the central issues
• send a message to the employer
• win community and public support.

There is sometimes a tension between creating a campaign message that both appeals to the broader community and unites workers. What workers care most about may be different to what the public care the most about. You need to have a good sense of both and plan to include both.

The campaign message will often include important employer vulnerabilities that you plan to publicise as part of your campaign. For example, you might want to include in your campaign message that the company is a multinational, or the CEO is a millionaire.

Developing a good and clear campaign message is important and not as easy as it first appears. Brainstorm and share your ideas. Sometimes combining and working with a variety ideas can produce a good result.