1. What is advocacy?
“Advocacy is a set of targeted actions directed at decision-makers in support of a specific policy issue.”
Act/process of supporting a cause or issue
Action towards change in policies, programs, etc.
Identifying issue and directing decision-making toward solution
Identifying problems, providing solutions and building support to advocate for change
Different strategies towards influencing decision-makers in organization, local, provincial, national and international level
Advocacy not IEC
Advocating for policy change
Advocating for resource allocation
Recap:
-Advocacy is a systematic process
-Advocacy is strategic
-Always directed at influencing policy, law, regulations, programs, resources
-Target – Decisions made at upper-most levels of public and private sector institutions
-Issue-based

2. Steps in the Advocacy Process
Implementation
Data Collection
Fundraising
Channels of Communication
Message Development
“Advocacy is a process which is systematic and creative to meet the needs of your advocacy efforts.”
Building Support
Target Audience
Monitoring & Evaluation
Advocacy Goal & Objectives
Advocacy Issue

3. Advocacy Issue
“A problem that requires a policy action or solution”

4. Advocacy Goal
“A statement of the general long-term (3-5 years) result you want to achieve”

5. Examples: Advocacy Goals
“Guaranteed access to high-quality MCH services in India”
“Sulfadoxine-pyrimethamine available to all pregnant women seeking antenatal care and delivery at public hospitals”

6. Advocacy Objective
“A short-term (1-2 years) target that contributes toward the achievement of the long-term goal.”
SMART
For both goals and objectives, GOALS can help identify actions needed. What do you do about the problem?

7. Elements of an Advocacy Objective
Policy actor or decision-maker
Policy action or decision
Timeline and degree of change

8. Example of Advocacy Objective
Within 12 months, the Provincial Department of Health will appoint at least one midwifery teacher in each of the public midwifery schools.

9. Example of Advocacy Objective
To influence the Uganda Muslim Supreme Council to adopt policy guidelines on key sexual and RH rights including family planning in the Muslim community by end of 2005

10. Advocacy Goal or Objective ?
Ministry of Education will start a national government program to build 12 schools in each district in the next two years.

11. Advocacy Goal or Objective ?
Increase the use of MCH services among pregnant women in India.

12. Advocacy Goal or Objective ?
In the next year, increase funding for family planning education programs for married couples through the Family Planning Council

13. Advocacy Goal or Objective ?
In the next two years, the Ministry of Health will establish DOTS in 5 districts

14. Issue – High incidence of teen pregnancy
Goal –To improve adolescent RH by increasing access to RH education and services
Objective –
To increase by 25% the funds allocated by the Ministry of Health to adolescent RH program within 3 years.
Local Clinic to adopt a policy within 12 months requiring medical staff to provide contraceptives to young people who request them

15. Target Audience
“Groups/individuals who support or oppose your issue and goal.”
Primary
Secondary
Supporters
Opponents
Neutral, undecided and silent supporters

16. Strategic Communication
Communication that is planned (generally proactive) which seeks to achieve one of the communication objectives:

17. Advocacy Communication Model
Move to Action
Through the message you need to communicate and inform your target audience on an issue in order to persuade and gain support for your effort. The end goal is for your target audience to take action and bring about desired policy change, or allocate resources
Discuss the IEC part of the model
Persuade
Inform

18. Advocacy Messages need to:
Be simple
Be concise
Use appropriate language
Have content consistent with format
Use a credible messenger
Have tone and language consistent with message

19. The One Minute Message Action Desired Example Evidence Statement
Statement: central idea of message Essence of message
Evidence: supports the statement or central idea with facts and/or figures. Limited data, easily understood.
Example: human face to story Anecdote based on personal experience.
Action desired: what do you want the audience to do as a result of hearing your message?
Data Collection: why do we collect data? To substantiate/validate the issue selected. We collect data to determine what the community’s priorities and needs are, and to find out how the community is affected by polices/norms and protocols.
Apply data for your advocacy messages
Having accurate data increases network credibility with decision-maker
Several data collection techniques:
Qualitative
Quantitative
Statement

20. Vehicles of Communication
Face to Face meetings
Executive briefing packets
Briefs/White Papers/Fact Sheets
Public debates
Press Release
Press Conference
Posters/flyers in public places
Radio/television