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| Monica Frassoni addresses delegates at the European Green Party Council staging an anti-nuclear action in Budapest, Hungary on Saturday, 2 April 2011 |
1. Use populism to counter populism
But not by appealing to the lowest common denominator. Think fair populism. Counter hyperbole with facts. Condense the message. Keep it simple. Don’t intellectualise the debate. Keep the same message but tell it in a way that people can identify with. Tell stories. Develop narratives that speak to the concerns of ordinary people. Humanise concepts. Change the vocabulary. Don’t be afraid to engage in the debate.
2. Avoid preaching to the converted
Don’t preach, it turns people off and don’t speak to the converted (but don’t neglect them either).Broaden your base by reaching out to people you wouldn't consider your natural constituency. Don't be afraid to engage them.
3. Convince people of why they should vote Green
Every political party is Green now so why should voters opt for the Greens? Develop a portfolio of policies that address the concerns of ordinary people. Sell the social dimension while plugging the planet.
4. A campaign is for life, not just for an election
People feel used and abandoned when politicians only engage them during election campaign periods. Continue interacting with voters throughout the year so that they know who you are, are clear what you stand for and what your values are and don’t just think that you’re only out to get their vote, even if you are. They have to believe that you care about them enough and not just at election time.
5. Populism is proof that people matter not the planet
This may be the hardest thing for a Green to accept but it’s a fact - the majority of people care more about themselves and their families before they think about the planet. Greens have a tendency to think that because they’re arguing from a fundamentally moral standpoint that everyone should agree with them. But not everyone’s morality is the same. Listen to people’s concerns and address them in ways that are practical and plausible.
6. Cultivate your own media
The internet is hugely important but it’s not a panacea. Not just using the web and internet but at a local level producing newsletters, holding events etc. Use examples from outside of groups that have managed to bypass the media but still get media attention e.g. UK Uncut.
7. Never waste a good tragedy
Rahm Emmanuel, the former chief of staff of the White House, now mayor of Chicago, famously said “Never waste a good tragedy” and as populist as it is, it’s very true. Fukushima, freak floods, unexplained wildlife deaths, toxic sludge – green politics has never been more relevant and all these are opportunities to explain why Green politics matters. Appeal to self-interest. Even if people don’t care about what happens in Japan they do care about the fact that the same fate could befall them. This may be selfish but it’s human.
8. Don’t just talk about it, be about it
Recruit a diverse and active membership. If you’re trying to convince people that not all Roma are scroungers, workshy and benefits claimants then include professional Roma in your membership and leadership. Show people that they’re wrong.
9. Celebrity sells
Recruit as many high-profile advocates of the cause to your campaigns as possible.
10. Offer solutions not just problems
As the saying goes, sell heaven not hell.
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