1. Advocacy - Strategy tactics and key messages

3. Formulate an action plan (including some or all of the following tactics) - consider what human and financial resources you have at your disposal - form a campaign committee that is gender-balanced with relevant sub-committees - build alliances with other interest groups that are potential stakeholders in the campaign develop allies and consider how to engage with them set up e-groups moblilise people you have identified as players -raise funds - distribute information eg in a newsletter - appoint spokespersons and identify charismatic individuals who will publicly associate themselves with the campaign - get media coverage press releases letters to the editor articles in the press newspaper ads messages on radio and tv chat shows, interviews, radio ads posters protest songs - Get public attention T-shirts, stickers, buttons, murals Hold public fora/meetings Organize road shows Public protests consider using unusual situations - Identify key players and develop strategies to lobby government and other sectors - Consider how to engage with opponents e.g. public debates - Deal with attacks and counter arguments from opponents - Consider potential risks or consequences e.g. for your public safety What strategy will you use to achieve your goal?

4. A strategy is how you are going to get things done

5. Types of strategies

6. What resources are available? funds people available contacts facilities other

7. Tactics

15. Recognising opponents tactics

16. Dealing with opposition

17. Failing to plan Is planning to fail

18. What Do You Want to Say? Key messages

19. Framing the Issue What is the issue? Who is involved? What contributes to the problem? What contributes to the solution?

20. Reframing an issue

21. Tobacco industry framing: Smoking is a matter of personal choice. Health orientated framing: People smoke because they are addicted.

22. Tobacco industry framing: Smoking bans discriminate against smokers. Health orientated framing: Non-smokers have the right to breathe clean air.

23. Tobacco industry framing: Tobacco companies do good through their sponsorship of cultural, sporting and community events. Health orientated framing: Tobacco companies attempt to gain innocence by association.

24. Tobacco industry framing: Tobacco is just one of many presumed health hazards - why don’t we regulate fat? Health orientated framing: Tobacco is the only legal product that when used as intended, kills.