Narrative is the unfolding story of your campaign. It runs along side of the real action and has a powerful influence over it. Like all good stories it has a beginning, a middle and an end and it will contain some kind of a contest. The story you want told is this: in the beginning the scales of good and evil are heavily weighted against the good. Then a hero emerges to challenge the status quo. The hero is sorely tested but in the end prevails because his action draws new forces for good into the contested arena. In the new balance that results, the old wrongs are righted, the world has changed but new challenges lie ahead. There is no happy ever after. But be warned. If the story has been told before, unless it is very, very good, few people will bother to read it again. Your story has to be gripping, it has to be relevant and above all it has to be original.

The narrative of your campaign can be told in many ways. Through pamphlets, photographs, videos, brochures, web sites, emails, blogs, advertisements, PR, news cover, debate, word of mouth, best of all, as real life stories of individuals which crystallise the key challenges and turning points of the campaign. Who tells the story and how they tell it has a colossal influence on the eventual outcome. Seize hold of the narrative of your campaign and do not let it slip into the hands of adversaries and their allies. Remember, the real story is being told by both sides at the same time, the story of your campaign is the story of a contest. You have to win your campaign on the level of narrative as well as on the ground if you are to avoid the pitfalls of the illusory victory.

Artwork: Dog broth

From Pearl Harbour to the Armistice of 1953, Chung-Ho Huynh, like thousands of other Koreans helped keep his young family from starvation by feeding them the dogs he caught and killed. Not surprisingly the Huynh family acquired a taste for the meat and became expert in cooking it. In 1955 they opened a small dog meat "parlour" which grew to become one of Kangnung's most popular restaurants. But one morning in December 1999, regulars turned up to find the doors locked and the shutters drawn. Rumour had it that old man Huynh had ordered the closure and had been seen walking a dog on a lead through the city streets. Had he gone mad? Not according to his daughter Min-Jee. "I gave my father the dog to keep him company as he was lonely after my mother died. He became very fond of it. It was after that, that he himself stopped eating dog. Closing the restaurant was to him, a logical next step". Chung-Ho Huynh has become a much sought after speaker at anti dog eating rallies. "People like him. They listen to what he has to say because he knows what he's talking about" says Min-Jee, herself a campaigner. "He has a great story to tell."