2. Developing Trade Unions Advocacy, Campaigns and Communication Strategy
By Naome Chakanya
Senior Researcher
Labour and Economic Research Institute of Zimbabwe (LEDRIZ)

3. Contents of the Presentation
Understanding advocacy
Types of advocacy
Steps in developing and advocacy strategy
Practice- Developing and advocacy plan
Practice – Communicating SDGs - Writing an SDG story

4. What is advocacy?

5. Making changes to policies & practices to align to SDGs
SDGs Advocacy
Influence
Directly and indirectly influence decision-makers and other stakeholders to support and implement actions
Change
How people perceive their ability to influence decision-making processes on SDGs
Supporting
achievement of SDGs
Making changes to policies & practices to align to SDGs

6. Not all advocacy is lobbying but all lobbying is advocacy
Types of advocacy
Advocacy
Internal
Lobbying
External (Outsider)
Influencing Media
Public Campaigns
Not all advocacy is lobbying but all lobbying is advocacy

7. What are the possible advocacy challenges?

8. Examples of advocacy challenges
What you are asking is not on the priority of the policy makers
Legitimacy / image as stakeholders
Lack of appreciation of issues at hand
Lack of well-informed positions / evidence based research
Lack of mechanisms
No collective approach at trade union level

9. Developing an Advocacy Strategy
Questions to Address
Why you need a strategy for your advocacy?
How to develop your strategy?
How to implement your action plan?

10. Why you need a strategy for your advocacy?
Developing a strategy helps to:
Put resources (time, funds and skills) to their most effective use;
Minimise risks and maximise opportunities;
Identify opportunities for coordination and collaboration, and minimise duplication of effort;
Align advocacy with other areas of work and organisational objectives, both long term and short term.

11. Identify your SDG and Target Identify your target audience
Develop your message
Select your commun-cation channels
Identify activities and opportu-nities
Define Resources
Manage risks
Monitor and evaluate success
Step 8
Step 7
Step 6
Step 5
Step 4
Step 3
Step 2
Step 1

12. STEP 1: Identify your SDG and Target
SMART analysis
Specific: what exactly do you want to happen?
Measurable: will you know when you have achieved it?
Achievable: is it realistic or even possible to achieve your objective, given your resources and time?
Relevant: is it relevant and appropriate to all stakeholders, and to the problem itself?
Time-bound: by when do you want it to happen?

13. Step 2: Identify your target audience
Primary audience
People who can change things
Affected people
Examples: Government, Legislators
Secondary audience
People who can influence the primary audience
Examples: Journalists, Opinions leaders (religious leaders, chiefs and traditional/community leaders
Tertiary audience
General Public
Examples: Public opinion, Organizations, partners, allies who have an influence over large number of people

14. STEP 3: Develop your message
Effective Message
Consistent
Simple & short and punchy, just 1 or 2 sentences
Deadline
Engaging: Tailored for audience
Memorable
Jargon free
Indicate change you want to see
Reasons why change is important
Persuasive
Acceptable: truthful, respect social and cultural norms

15. STEP 4: Select your communication channels / Strategy
Your communication channel should provide to your message …
Credibility
Empathy
Influence
Examples: Journalists, Celebrities, Scientific Experts

16. STEP 5: Identify activities and opportunities
Lobbying
Formal –meetings
Informal- corridors, during events
Public campaigns
Online, street action
Media
Interviews, press conference
Opportunities
Where? & when?

17. STEP 6: Define Resources
Budget: estimated cost
Materials: Publications, Videos
Responsibilities: Who will do what

18. STEP 7: Manage risks
Identify potential risks (decisions, timing…) Example: Restriction on Freedom of expression in your country
Analyse the risk (possible threat on your activity)
Example: No access to traditional Media
Manage / Mitigate risk
(what alternatives) Example: Use of Social media to deliver your message

19. STEP 8: Monitor and evaluate success
What worked, and how well?
What did not work, and why not?
What could be improved, and how?
What worked better than expected?
How and where have your partners/stakeholders been helpful?
How and where have your partners/stakeholders been a hindrance?
What disappointed partners/stakeholders?
What messages have resonated, and have they helped to achieve our objectives?
What were barriers to success (external and internal)?
What facilitated success, including scenarios which were not anticipated?

20. Practice: Advocacy Action Plan– Group Work
SDG Goal
SDG Target
Target audience
Key message
Communication resources
Communication channels
Activities
Opportunities
Resources
***
Question: Select an SDG and Target and develop an Advocacy Plan

21. Practice: How to maximize the impact of your SDG story? Useful tips…
Select your target among SDGs
Set the context
Find a human story
Show how your organization is handling this issue
Show the impact/results of your actions
Target Group
Method of delivery
Note: Feel free to use any relevant website for photos/ videos

22. Communication Strategy

23. COMMUNICATION STRATEGY

24. Communication Strategy Components:
1. How to you communicate differently?

25. Communication Strategy Components:
2. What are the Communication Methodologies?

26. Thank you!