Movements often involve a rallying cry, a widely recognized iconography, often a color (think pink for breast cancer), meaningful dates, repeated activities (from Freedom Rides to annual walks), and a shared goal for the common good.

Yet, by definition, true movements are more than a catchy phrase to solicit donations or promote an event. They are more than short-term protests, jump-on-the-bandwagon commitments, or one-off events. Movements take collective effort and transcend the organization that inspired them. And, their impacts last.

That said, we can capitalize on the moments that can help movements grow. Recent years have seen several examples of moments that captured public attention—typically after years-long efforts and organizing before they burst into wider awareness. Examples include #BlackLivesMatter, #MADD, and #FlintWaterCrisis.

Experts say social movements, like these, end in one of four ways: repression, co-optation, failure, or success. To become one of the success stories, it helps to work from the bottom up, top-down, and inside out.

Movements from the ground up typically begin with individuals who have a message that gains momentum and, ultimately, spawns organizations and members to sustain the momentum.

These movements typically don’t start with a structured entity, but with inspired individuals who see what needs to change in their communities and decide to act on it. We see the end results of young leaders, like Malala Yousafzai or Greta Thunberg, and their incredible influence. They are now larger-than-life figures who started from humble beginnings.

Moments can start with unexpected champions. Our “boots on the ground” colleagues are often working alongside community leaders to help residents advocate for change.

For example, across East Africa, our teams work with Youth Champions to elevate awareness of the drivers of hunger, including the climate crisis, conflict, and chronic inequality. They all have a strong desire to mobilize public interest and advocate for systemic change. The champions transform local attitudes and behaviors related to nutrition, help foster collaboration, and engage decision-makers.

This program illustrates another key point: The long-term success of bottom-up efforts can be bolstered by top-down support.

Read the full article about social movements by Emily Bell Tyree at Candid.