APA members can use the traditional elements of 'grassroots' campaigning, which have helped us elect public officials for decades, to create a national ground swell of support for systemic change in the healthcare system. With a built-in infrastructure through your state associations and divisions, you can organize a campaign that will help build momentum and strength within the membership.

There is a saying in campaigns and elections that 'all politics are local.' This means that true change is only brought about by working through the local level, because people only respond to those issues that affect them personally. Although people can be motivated to work toward change on national issues, it must first touch their lives.

A grassroots campaign effort can achieve more than just advertising can achieve on its own -- it can put a local and personal face on the campaign. It can give psychologists tools and themes to help support the campaign through local dialogues. It can localize issues so people are able to understand how psychological services can benefit them personally. Most importantly, grassroots efforts can personalize the message that is communicated through advertising, and in doing so, reinforce the message.

A grassroots campaign effort can be launched by a committee or an individual. The campaign kit is designed with strategies that can be carried out by either. If circumstances do not allow a team to be created, activities have been designed to enable an individual psychologist to use the campaign to make an impact at the local level.

It is preferred, and most likely more successful, for an individual to organize a team to carry out campaign activities. This enables the local grassroots effort to begin with a more substantial voice. 'Strength in numbers' is achieved by the committee networking throughout the community to educate, inform and motivate citizens to become more aware of the role psychologists play in health care delivery and in their overall communities.

So we begin with the first step in developing the campaign at the local level to assure its success: forming a campaign committee.

Five Easy Steps to Creating a Local Campaign