When opponents resort to ad hominem attacks, you may imagine you are winning. Don't be so sure. But be sure to keep basing your arguments on principle, not pride.
Personal attacks have become common in political and public policy debates. They can be extremely annoying tactics to forbear. You receive scolding emails, your Facebook page is tagged and protestors with placards block the entrance to your building or your home driveway.
In-your-face opposition, especially if it persists past a news cycle, can make your blood boil. You want to strike back. However, that is what your antagonists want to turn their tactic into a media talking point.
Best just to smile and go about your business. You can take some solace in that your opponents are exerting energy and combusting goodwill by attacking you, not the policy or project you are associated with. You also should be consoled to know that these personal tactics often turn off people, especially people who are undecided on an issue.
Most important, don't overreact. The attacks speak for themselves. The audience who relishes the attacks isn't your audience anyway. Everyone else will contrast the attack with your calm non-response. That's true even if the tactics manage to secure media coverage.
When you don't rise to the bait, your opponents may ratchet up the noise level of their provocations or pursue more outrageous tactics aimed at "killing" or shaming the messenger. Use earplugs if need be, but just ignore the shenanigans.
Grassroots campaigns can be powerful tools to influence public viewpoints. But to work, they need a great cause or a huge villain. Don't become a huge villain by doing something foolish when provoked. Be confident of your position or your project. Stick with the facts. Most people will be able to tell the difference.