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Grass roots.
This idioms is often used in politics, where it refers to the ordinary people or voters.
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"Within twenty-four hours, $1.3 million came in," Boyd told me, and he said that this connection with the grass roots made him appreciate Morris's ad campaign.
He has asked for a grass-roots "Make Poverty History" type campaign to nudge politicians into uncomfortable places on the climate issue and the self-flagellation on stage was part of that.
Patagon is the beginning of a grass roots push to change the way these markets work, to make them more transparent and easier to work within".
Build a grass roots following early on.
Odetta had no qualms signing with a grass roots operation.
When we initially started it was a grass roots community building effort.
Bernie Sanders is running a grass roots campaign.
It has been a grass roots, organic approach without a huge PR machine behind her.
McCaskill seems to be under the impression that the Teabaggings were a "grass roots" phenomenon.
I picture one friend telling another; a grass roots approach to fame.
The constraints placed on political parties and civil society organizations makes them weak and powerless to mainstream their objectives at a grass root levels.
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Since I tried Ludwig back in 2017, I have been constantly using it in both editing and translation. Ever since, I suggest it to my translators at ProSciEditing.

Justyna Jupowicz-Kozak
CEO of Professional Science Editing for Scientists @ prosciediting.com