Ordinary citizens in Mals, Italy transformed a need for change in their community into enforceable regulations that put them on a path to a pesticide-free future. Dr. Johannes Unterpertinger, the town pharmacist believes their approach is a model for successful collective actions that individuals and groups everywhere can replicate as they rise up to face the Goliaths in their own communities.

I. Always provide factual and objective information, particularly when there are health risks involved

It’s important to define what’s at risk for people, and to make these risks feel real and immediate. Often this means explaining how people may be impacted by certain practices (from pesticides to factory farms, or even agricultural runoff). In some cases, the threat of declining property values or a potential loss of income may also inspire people to take action.

It’s equally important to stick with the facts. Facts are different from beliefs. We all have beliefs — convictions based on religious faith or cultural and personal values — but facts are more valuable because they’re evidence-based and often the result of scientific research. Of course, people may draw differing opinions or conclusions from the same facts, but it’s worth noting what one former US Senator, the late Daniel Patrick Moynihan, famously stated: “Everyone is entitled to his own opinion, but not to his own facts.”

II. Invite the world’s best experts on the environment, medicine, and toxicology to give public lectures

People often draw differing opinions or conclusions from the same facts, so whenever possible bring in experts to share their informed opinions. Diversity is key: bring in experts from a variety of disciplines, including people whose relevant expertise is simply that they themselves have already gone through a similar experience as your audience. These stories are critical in showing what winning (or losing) looks like.

III. Engage the best legal and legislative minds

When the people of Mals took on the misuse of pesticides in their community, they were protected by the precautionary principle, which guides European thinking on cases where corporate responsibility come in conflict with public health and environmental concerns. Still, putting such principles to the test takes good lawyers, especially those with environmental or legislative experience. They’re critical for advancing any group’s advocacy goals because change is not simply a case of winning over hearts and minds. In the end, it requires changing the system itself through a shift in policy enforced by the adoption of mandatory rules and regulations.

Decide the outcome you want, then define what that would look like from a legal standpoint. Instead of leaving it to others, you may have to propose and even write new legislation yourself that reflects the change you want to see.

IV. Win over the local farmers to your cause

Change often requires a mix of empathy and skillful negotiation. To change abusive farming practices, you may need to bring at least some percentage of farmers over to your side. Understanding their challenges, as well as alternative methods they might use to mitigate abusives, may provide you with options, and the room to compromise to achieve your goals.

When compromise is not an option, it still helps to appreciate the thought processes behind these abusive agricultural practices, and what’s at stake for farmers who may be forced to adopt new methods.

V. Present a project that is focused on health, politics, social issues, ethics and ecology

A successful campaign doesn’t focus on a single issue. Instead, it recognizes that people have different needs and interests. These passions — what they hold dear — are different for everyone. Therefore, it’s critical to present your challenges with a broad range of impacts that touch people in multiple ways.

Now its your turn

R. Buckminster Fuller was a 20th century American architect and inventor. He was also a disruptor who believed that sometimes an outdated system, when broken, is better replaced than fixed. AirBNB applied that principle to the hotel industry, with great success. Uber and Lyft were equally disruptive. Suddenly, taxis in most American cities were an afterthought, while file sharing on the internet made the entire concept of the recording industry, with its CDs and record stores, suddenly obsolete.

Building new models requires first getting educated. The STOP PESTICIDES Activist Toolkit contains a step-by-step process for protecting your community from the misuse of pesticides. Nobody went to school to learn this stuff, but with the support of those in your community, you too can succeed. Active participation is every citizen’s right. By taking steps to protect yourself and your community, you join the ranks of justice heroes around the world.