Session 10: Steps in Conducting Advocacy
Total Session Time: 60 minutes
Prerequisites
• None
Learning Tasks
By the end of this session students are expected to be able to:
• Explain steps in conducting advocacy
Resources Needed:
• Flip charts, marker pens, and masking tape
• Black/white board chalk and whiteboard markers
• LCD Projector and computer
SESSION OVERVIEW
|Step |Time |Activity/ |Content |
| | |Method | |
|1 |05 minutes |Presentation |Introduction , Learning Tasks |
|2 |45 minutes |Presentation |Steps in Conducting Advocacy |
| | |Buzzing | |
|3 |05 minutes |Presentation |Key Points |
|4 |05 minutes |Presentation |Evaluation |
SESSION CONTENTS
STEP1: Presentation of Session Title and Learning Tasks (5 minutes)
READ or ASK students to read the learning tasks and clarify
ASK students if they have any questions before continuing
STEP 2: Steps in Conducting Advocacy (45 minutes)
|Activity: Buzzing (5 minutes) |
| |
|ASK students to pair up and buzz on the following question for 2 |
|minutes |
| |
|What are the steps in conducting advocacy? |
| |
|ALLOW few pairs to respond and let other pairs to add on points not |
|mentioned |
| |
|WRITE their response on the flip chart/board |
| |
|CLARIFY and SUMMARIZE by using the content below |
• There are eight steps in conducting or implementing advocacy:
o Define goals
▪ What needs changing?
▪ Long term/short term?
▪ What do we want to ask for? Does it require change in:
• Legislation
• Policy
• Regulation
• Programs
• Funding
o Know audience
▪ Multi-layered: policy makers, media, key constituencies, public
▪ Different strategies for each target – research
▪ Provincial and Territorial governments, health authorities and
general public
o Craft message
▪ Be clear on what you are asking
▪ Keep it simple and focused
▪ Use positive language
▪ Tailor message to audience – research
▪ Appeal to audience’s self-interest
▪ Acknowledge environment/context- be pragmatic
▪ Make the case
▪ Look at the problem, the solution(s) and the benefit(s)
▪ Be consistent
▪ Distribute clear concise position statements
▪ Use evidence – facts carry more weight than anecdotal evidence
▪ Economic arguments are important
o Identify the messenger
▪ The target audience will determine the messenger; For example:
approach MPs as constituents
▪ Champions will also become messengers
▪ Media is best handled by a designated person(s)
o Identify delivery methods; Advocacy is relationship building
▪ Tactics change by target audience
▪ Tactics to reach general public
• Ads (Advertisements)
• Media stories
• Editorials
• Awareness campaigns
• Local events
▪ Tactics to reach media
• Choose right communication tool
• Press releases, Op-Ed, press conferences, letters
• Use positive language
• Make sure sources are credible
• Make sure information is timely
• Localize the issue
• Accent human interest angle
• Demonstrate support
▪ Tactics to reach political level of government
• Meetings with elected officials – follow up
• Letter writing campaigns then follow up in person
• Distribute background documentation proving case
• Petitions
• Appear before Caucus
• Appear before a Parliamentary Committee
▪ Tactics to reach departmental level of government
• Meet with departmental employees responsible for issue
• Meet with other government employees that may have an interest in the
issue
• Be prepared with discussion information and background info that they
can use to make the case within government
o Identify resources and gaps
▪ Do a SWOT (strengths, weaknesses, opportunities and threats)
analysis
▪ Build on existing resources and opportunities
• Alliances, relationships, information, political intelligence,
capacity of staff, opportunities
• Develop capacities which are lacking: Research, media, outreach
o Plan next steps
▪ Identify achievable goals that set stage for larger work
▪ Include in the advocacy strategy/plan
• Priority area
• Action
• Target
• Timelines
• Partners
• Resources
▪ Set out clear steps – including timelines
▪ Be clear on who needs to do what and when
▪ Communicate the plan with partners
▪ Be flexible
▪ Keep focused on long term goal
o Evaluate effectiveness
▪ Regularly revisit each of the steps to make sure the strategy is
effective
▪ Discard any tactics which are not working and build on those that do
▪ Re-evaluate as new opportunities and challenges emerge
▪ Communicate changes internally
STEP 3: Key Points (10 minutes)
• Steps in conducting or implementing advocacy are; define goals, know
audience, craft message, identify the messenger, identify delivery
methods, identify resources and gaps, plan next steps and evaluate
effectiveness
• In each step there are several things that should be considered
STEP 4: Evaluation (5 minutes)
• What are the steps in conducting advocacy?
• What tactics can be employed to reach general audience
• What tactics can be used to reach political level of government
References
Dhaka Ahsania Mission: Training Manual on Community Participation and
Social Mobilization in Basic Education. Bangladesh: AGAMI Printing &
Publishing Co.
Kahssay, H.M. et al (1999). Community Health Development: Review of the
Concept and
Practice. Public Health no.5.Geneva: WHO
MOH (1992). Primary Health Care Strategy. Dar es Salaam, Tanzania: Ministry
of Health.
MOH (2001). District Health Management Training. Module Two: Promoting
Partnership in the District. Dar es Salaam, Tanzania: Ministry of
Health.
Pamela, J.G. (2001). Professional Advocacy: Widening the Scope of
Accountability Nursing Philosophy. 2:151-162. Oxford, UK: Blackwell
Science Ltd.
WHO (2002). Community Participation in Local Health and Sustainable
Development
WHO- AFRO (1991). Guidelines for the Selection of Community Health
Activities. Geneva: WHO
