In contrast to accounts of political mobilization that focus solely on patronage and/or co-ethnicity, this chapter argues that – to be successful – candidates need to speak to both the patrimonial and civic registers of virtue. Even aspirants who emphasise their claims to patrimonial virtue must make some claim to civic virtue and/or justify their deviation from that virtue as a necessary expedient forced on them by the nepotism or tribalism of their rivals. This need stems from the fact that both registers hold moral weight amongst the publics that politicians seek to mobilise, and is reinforced by “decampaigning” efforts whereby an aspirant’s rivals seek to attack their viability, capacity and virtue. The chapter shows how, understanding electoral campaigns in this way – i.e. as a struggle by politicians to speak to both the civic and patrimonial registers of virtue – helps to explain why campaigns are so vibrant and ground-intensive; why politicians give handouts, but also invest in projects, support particular policies, and stand up for local interests; why ethnicity can sometimes become so politically salient and divisive; and how violence and electoral malpractice can sometimes appear as justified (at least to certain audiences). Finally, the chapter underscores how politicians help to shape campaign environments through, for example, the divisions that they foster or salve, the institutions that they build or undermine, and the experiences that they imprint, but how their campaign strategies are also shaped by the political landscapes that they face – with socio-economic contexts, the structure of key political organisations, past experiences, and actions of others helping to ensure that certain messages resonate in some contexts but not in others.