The Narrative

Question 1

What do we mean by a ‘campaign narrative’?

Answer 1

A story derived from a cause based on facts and evidence designed and delivered to gain permission for our desired end outcome.

It is a story delivered through a series of integrated activities, which might include written material and yet which is usually far more extensive than this.

The campaign narrative develops the understanding we need our target audience to have by the end of the campaign, or sooner, so that they are willing to give us permission to succeed.

This understanding is created through sharing influential stories that explain to others why they should give us that permission, and to connect with them in ways that make clear the benefits and value of our cause to them.

Thus the narrative guides all of the campaign activities. Everything we do has to communicate at least one element or theme of the narrative to the target audiences.

The story at the heart of the campaign shouldn’t be as complex as that found in a novel. It needs to be simple enough for us to be able to tell it in the early stages of our campaign and persuasive enough to create an emotional compulsion in our audience.

Question 2

A campaign narrative is a story derived from

Answer 2

A cause based on facts and evidence designed and delivered to gain permission for our desired end outcome.

Question 3

The narrative is delivered through

Answer 3

A series of integrated activities.

Question 4

The campaign narrative develops the understanding

Answer 4

We need our target audience to have by the end of the campaign, or sooner.

Question 5

We live in

Answer 5

A world filled with stories.

Question 6

Stories are

Answer 6

Powerful learning tools.

Question 7

A story needs to

Answer 7

Start brilliantly, and keep getting better.

Question 8

Stories are an essential part

Answer 8

Of our life experience.

Question 9

Prior to writing a narrative we have to

Answer 9

Identify the cause
Ensure clarity of the desired end outcome
Understand our client (if working for one)
Identify and analyse our opposition
Identify and analyse the audience (and sometimes the environments within which we are operating)

Question 10

When campaigning for a client

Answer 10

Understand their motivation first.

Question 11

Analyse and understand your opposition without

Answer 11

Letting them dominate.

Question 12

Aim to tell your story quickly and then

Answer 12

Reinforce it continually.

Question 13

The most important part of every story is

Answer 13

The ending.

Question 14

The most powerful form of messaging is

Answer 14

Word of mouth.

Question 15

Share the story in the…

Answer 15

Audience’s language, not your own.

Question 16

Focus primarily on being the best you can be throughout your campaign

Answer 16

Rather than responding to the opposition.

Question 17

The campaign narrative has to do more than just engage your audience

Answer 17

It has to mobilize them!

Question 18

Stories can change the way people

Answer 18

View the world and how they behave. Stories are transformative.

Question 19

A campaign narrative needs to be perceived as

Answer 19

Relevant to our audience because people do things for their reasons not ours.

Question 20

Our narrative needs to enable the development and application of

Answer 20

Key themes
Messages
Flagship policies
Lines to take
A slogan

Question 21

The narrative needs to be

Answer 21

An inspiring example of well-packaged honesty.