My understanding is the campaign is aimed directly at the majority shareholder with the hope he'll finally accept that the management of the club by the Board of Directors has been woeful, especially in the near six years he has bankrolled the club.
It's like the so-called Structural and Strategic Review that's allegedly taking place, it's being undertaken by the very people who've been running the club so poorly these past years... it's akin to marking your own exam papers.
For a review such as is required at Everton to be effective and objective, it should have been put in the hands of people unconnected with the club and who could look dispassionately at every area and level within the club… from the very top down.
Every area and level needs to have clear definition of roles, expectations, targets, super targets and the incentives and reward structure.
The whole ethos of the club needs to be redefined and completely driven by a demand for excellence and continual improvement with no exception. Every area and level within the club has to strive to be better, there can be no room for complacency or passengers.
The club or more pertinently Farhad Moshiri needs to demonstrate a clear commitment to excellence and success, and that means winning matches, achieving silverware and playing entertaining football. We’ve done it in the past, there is no excuse for not being completely committed and focussed on doing it again… and sustaining it.