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Grass roots.
This idioms is often used in politics, where it refers to the ordinary people or voters.
Exact(8)
The grass roots campaign Calais Action is urging supporters to donate in any way they can.
Mr. Medina, expressing some of the optimistic bravado Latinos are feeling, promised a "massive" grass roots campaign next year.
Ms. Rose takes particular pride in that she has no affiliation with party leaders, saying, "This is a grass roots campaign and we have the people behind us".
While there isn't a grass roots campaign to stop them, they have attracted the attention of one particular group of people: the Open Organisation Of Lockpickers (Toool).
"I indulged in the simplest grass roots campaign and it went against me when the song started getting attention," he continued.
Bernie Sanders is running a grass roots campaign.
Similar(52)
He called the effort an "Astroturf," or fake grass-roots, campaign.
(I thought of Barack Obama's grass-roots campaign the first time I saw this show).
In many ways, the Bush grass-roots campaign is the next iteration of the same idea.
"It was just a well-organized and carefully planned grass-roots campaign".
What we have, to combat that, is a very strong grass-roots campaign.
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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