Voters decide whom they trust long before they decide whom to vote for. The leaders who win easily are usually the ones people have seen working for years.
Between elections, show the routine work: grievance camps, follow-ups on local issues, visits to schools and hospitals. Short, honest videos outperform polished banners.
Answer questions in public. A reply to a citizen's comment is seen by everyone who reads the thread.
When election season arrives, a leader with a trusted presence needs less paid reach and less defence, because the record is already there.
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