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The IFP Campaign: Indlovu ayisindwa kawbaphambili!The paper explores the alternative vision adopted by the Inkatha Freedom Party in their 2009 campaign. It focused on core supporters, local democratic branch structures and processes, a re-assertion of core values as central, and a re-casting of public policy to meet the needs of a heterogeneous society. Most importantly, it was a campaign that, win or lose, they fought alone without an ally or an impending coalition, and they fought it as a coherent party for the first time since 1994. The IFP, in the campaign, offered an alternative vision of ethics, etiquette and respect in government which was to speak to well educated, illiterate, wealthy and impoverished voters alike across the ideological spectrum. This was a new vision of integrity and public service that would pull South Africa back from the ‘brink of a crisis of governance’ and was rooted in the IFP discourse of etiquette and respect of customary good manners in a method of politics that spoke directly to political behaviour and transcended ideological divisions. Framed in the spirit of ubuntu-botho and the discourse of self-help, the IFP were to offer this alternative vision of as their method of governance. Unlike other parties, the IFP campaign set itself apart by its very political culture and not simply in its ideological and policy positions.