Amnesty International began as a campaigning organization in 1961 to achieve change through non-violent action. While some human rights victories have been achieved, violations continue around the world. The document outlines principles and steps for effective campaigning, including focusing objectives, maintaining credibility, relevance to issues, strategic timing, and commitment to see campaigns through. It provides guidance on locating responsibility, developing strategy, maintaining networks, correspondence, media outreach, interviews, and celebrating successes.