Strip your message to the bare bones. Remember people hardly have time to read these days. Use a consistent slogan and logo. This is the best way to make your campaign instantly recognisable, especially over an extended period. Do it regularly.
Regular communication is essential to build a loyal and expectant constituency.
Don't have a message which is totally negative. Offer a practical solution to the problem. This can inspire people. Litanies of disaster simply depress your audience and ruin the motivation. Set the agenda.