I have been watching a number of campaigns unfold recently and wonder at the changes in how we try to get our own way.  Because let's face it, getting our own way is more important than ever, as the Brownies replace the pledge to serve God and the Queen with one where you vow to be 'true to yourself'

Most recently, I've seen my Twitter feed explode with a woman on UK banknotes.  What struck me was the speed with which the message spread and how many people it pulled in.  Before that, there was a campaign to drop the beer-duty escalator to protect the British ale industry (successful).

So what makes a successful campaign?  Is it the quality of the cause?  When I sit on the train to get to work, almost every advert is for a charity, encouraging me to text a donation.  But how do I choose between donkeys, children, bees or the homeless?  There are too many good causes - you cannot support all of them.  

Or is it the slickness of the marketing?  If something presents an idea in a new way, will this work (until the others catch up)?  We have seen the appeals to us get ever grander and more spectacular.  No-one would give you money for a sponsored walk now - it has to be a walk along the Great Wall of China or across Spain backwards.  But this cannot keep growing and there is a sense of 'yawn, what am I being asked to support now?'

One thing is for sure though - with all of the visibility, the single fundamental element of any campaign is belief, because if you don't believe, you will be caught out.

The men looked at the woman hungrily.  It was, what she was aiming for.  Then one touched her.  She screamed, considering herself a fragile museum piece.