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If done correctly, the complete message box should outline everything that could possibly be said during a campaign.

Campaign message is not your program or the list of issues you will address. Still, the campaign should address the issues that are important to your target audience.

The campaign’s message must cover a broad range of issues that concern the target audience.

However, in order to address these issues effectively, in order to avoid confusing your target audience with a jumble of incoherent program ideas, you must tie all of your issues to your campaign message.

In the USA, Governor Bill Clinton’s 1992 challenge campaign against President George Bush provides an excellent example of how to do this. His presidential campaign is still regarded as one of the strongest campaigns in communicating an effective message consistently, time and time again.