Campaign vision

A campaign vision is a simple aspirational statement about the future that you want to create – it is broad and overarching.

Your vision is really important, because when someone asks you why you are campaigning on a particular issue, or what the issue is that you are trying to deal with, you need to have a clear, simple statement that they will remember.

Examples of vision statements:

• "London Cycling Campaign's vision is to make London a world-class cycling city"
• "The Stroke Association wants a world where there are fewer strokes and all those touched by stroke get the help they need."

Both these statements present a sense of why the campaign is even needed, and what the problem or gap currently is. So taking each in turn, we can see that:

• London is not currently a world class cycling city, but can be because of this campaign.
• Strokes are avoidable and that for those that do suffer strokes, there may be insufficient support.