92 Campaign It! create energy within the audience that will be made manifest through their active support. Creating and sharing the narrative In some campaigns the story is obvious and in others the story has to be deliberately created. Either way, the information and understanding gathered from the preceding steps is used to ensure that the narrative is both factually correct and influential. Unlike conventional storytelling in which the development of the story occurs throughout the duration of the piece, building towards the final revelation and reso- lution, the campaign narrative is often told in full from the very beginning. Sometimes, though, the narrative is complicated and has to be told in small sections, with the story growing as the understanding of the audience develops and, with it, their will- ingness to demonstrate their support. One such example was in the referendum in the UK in May 2011. AB and John Braggins were called in to help the No to AV campaign. The campaign didn't have a coherent message and was seemingly unable to get started. The Yes campaign on the other hand was able to take on the mantle of `newness, future and reform', especially when set against the recent scandal about MPs' expenses. AB recalls: