Why EFF is a National Success!

2014-05-08 20:03

At the very most personal level, I learned one valuable lesson from the EFF much talked successful campaign. And that lesson is: The only way for you to cut through the clutter is with precision. Precise strategy. Precise message. Precise segmentation. Precise mobilization. Precise execution. EFF has pioneered the politics of precision. It managed to successfully build a campaign that sought to understand, reach, and connect with the most vulnerable amongst us, and do that with the right messages, and then to move them to action.

The new kid on the block Economic Freedom Fighters went into these national elections facing significant head winds that were bound to crush them into pieces, and ANC take those pieces and scatter them to the winds. Right from the very start,  up to the end, theirs was a fragile soaring.

Simply put – EFF managed to swim with the sharks without being eaten alive. How they made it is a story that is subject to academic political studies. A few theories of political science were upheld throughout the campaign.

For EFF to achieve these more than 1 million votes and establish a phenomenal national footprint in all nine provinces it has to beat history. They succeeded against all odds because they remained on message and remained consistent with it throughout the campaigning process. They reduced themselves to one key aspect: determined, street-level fighters for the poor and unemployed.

What was ratified by more than million voters across the nation was the results of a well thought durable campaign and the talent of the Julius Malema team.  The team was formidable that it made up for all the inadequacies such as lack of money and time, vulnerabilities, and missteps.

Julius Malema throughout the campaign was it his best - full of verve, humor and insight. His speeches entertaining, provoking and persuading friends and enemies alike. As usual he used personal anecdotes to blast off on all the leading issues of the day. Nothing escaped his acerbic wit and huggable charm.

One thing is undeniable: whatever else Julius Malema's supporters and enemies have labelled him, he is first, last and always an engaging leader. He is the politico-comic mix who has wielded the dual-edged sword of brilliance and satire.

They (fighters) touched millions of people in all different ways. There has not been one person that was not touched by the EFF either negatively or positively throughout the country. It is a gigantic achievement for the new fastest growing political party of the downtrodden.

The EFF story can be defined in the Igbo language of Nigeria. In the Igbo language there is concept called: Ogu-ere, which means one who will not be killed by the war, or one who has not been killed in the midst of a war. And because he is not killed by the war lives up to tell the story of the war.

The challenge for EFF now is to bandage up the wounds of the election war and prepare for a different battle – one of building an EFF house on a firm foundation developing systems and processes focused on the next national elections. As most people have observed, indeed EFF didn’t just break through but it broke new ground!

** Visit the dedicated News24 page for all the latest updates regarding the upcoming elections.**

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