TB Advocacy Support: Needs Assessment & Toolkit Development FIFTH MEETING OF THE SUBGROUP ON PUBLIC-PRIVATE MIX FOR TB CARE AND CONTROL 3-5 June 2008

2 Agenda Introductions Thad Pennas Taryn Brucia Project overview Methodology Our role at the conference Advocacy and PPM

3 About Edelman #1 largest independent PR firm 3,100 employees worldwide; 500 recently added 51 Offices worldwide Partners in Global Health

4 Situation Multitude of publications and guides created by diversity of partners Vary in content, style and availability TB program managers have to sort through several resources to find right information Project Overview Goal To equip National TB Program managers, staff and partners with necessary information to increase awareness and USE of tools to support internal and external advocacy and program goals Expected Outcome An updatable and user-friendly advocacy toolkit to serve as a central information source based on your needs and preferences that illustrates the interdependent nature of these tools in advocacy settings

5 Methodology PHASE 1: GAP ASSESSMENT WHY ARE WE HERE TODAY? Survey national TB program managers and partners to: identify advocacy and political commitment needs inform overall advocacy and communications strategy determine marketing trends and preferences for TB publications and tools RESULT Understanding of advocacy material penetration Insights into best combination of materials to meet needs PHASE 2: DEVELOPMENT OF AN ADVOCACY TOOLKIT APPROACH Consolidate existing materials and products into a central information source based Gap Assessment and communications expertise RESULT Comprehensive, organized advocacy kit that is both user-friendly and updatable PHASE 3: TOOLKIT LAUNCH AND COMMUNICATIONS Orientation workshop to facilitate toolkit usage Ongoing communications to program managers and partners Information sharing with key individuals in partner organizations

6 We Need Your Help What? One-on-one interviews Assess awareness Determine utility Understand needs Obtain recommendations Time requested with each participant: 10 minutes How? Side conversations during breaks, meals or before and after each day’s session Why? Understand your needs, point of view, and ideas to directly inform final toolkit YOUR INPUT HERE

7 Preliminary Data Sharing Snapshot of current results Discussion Tool’s Utility Program Managers’ Awareness of Tools Tier 1 Tier 3 Tier 2 What’s Going to Happen This Week New Toolkit ? Brainstorm Your recommendations for the new advocacy toolkit Format Content Design Tier 2 YOUR INPUT HERE

8 A few words on PPM advocacy What value does PPM bring? (not impact) Articulate the value proposition to the targeted audiences Reverse your message You need  case reporting They need  ?? Consider the message: What can PPM do for you? Match the audience to the message -Private providers -Professional associations -Donors—ROI -Marcos and Mario

9 So do what to do 1) Determine your value and write it down Care Engagement Other 2) Messages and messengers You, partners, media 3) Corporate Social Responsibility Ask larger corporations to make a commitment 4) Failure attracts attention: Sad, but true 5) Branding and Marketing (global and local) Tricks: Awards Certificates Engagements Speaking opportunities PPM Certified Partner

QUESTIONS?