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ADVOCACY TECHNIQUES &RESOURCEMOBILISATION

STRATEGIES

Dr. Kris Valyadon

19-20 February 2010Grand Ocean Restaurant Caudan

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WHAT IS ADVOCACY?

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Planning for effective advocacy

Knowing the context and understandingthe underlying issues

Bringing multisectoral stakeholderstogether to present and discuss the issues

Forming an organizing group orcommittee; and

Engaging non-governmental organizations(NGOs),civil society and the private sector

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Know the Contextand Understand

the Issues

You may need to gather information andconduct analysis on the following:

- Policies,laws and regulations related to SRH

issues- Stakeholder analysis/political mapping

- Financing options

- Resource flow/requirements

- Public and private expenditures

( eg: Unmet need for family planning)

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What is advocacy communication

Any planned communication activity thatseeks to achieve one of the followingcommunication goals: inform,persuade,

move to action,ormaintain relationshipsand support

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Identify the appropriate audiences

Politicalleaders

Legislators

OfficialsReligious leaders

Traditional leaders

NGOsSector Leaders

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WHO DECIDES?

Identify which person or decision-makingbody can decide on the policy,program,orfunding issues sothat your advocacy can

be direct, specific and targeted to thoseempowered tomakedecisions

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Know your audience

An advocacy communication strategyfollows many of the same principles as anadvertising or social marketing campaign

The message communicated to theaudience

Which audience?

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The checklist below can assist in

your research

Level of knowledge about the advocacyissue

Level of demonstrated support for the

issueLevelofdemonstrated opposition towardsthe issue

Undecided or unknownPotential benefits to the audience

Find shared values

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Message

One main point to be communicated

Max. 2-3 points

Choose appropriate levelofcommunicationDescribe the desired action or the Ask

Pretest the message

Effective Messages

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When selecting a Messenger?

credibility

Beneficiaries as spokesperson

Time/place

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Factors to consider in selecting the

format

Medium for your messages

Audience(message according totype ofaudience)

Cost- (which type of message & whatmedium will reflect on the cost)

RiskVisibility

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Advocacy tools

Power point presentations

Policy briefs

Briefing notes/talking points

Fact sheets

Press releases and media alerts

Which audiences are critical to achievingthe change you seek

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Cont.

What do they read,listen to,watch?

Which messages are essential toconvincing that particular audience

Who will the audiences be most likelylisten to?

When will these messages make the most

critical impact?Are there upcoming, ready-made newsopportunities that you can tie

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Basic tips for writing press releases

Write it like a media story

Keep it compelling

Make it newsworthyKeep it brief

Include the basics

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Talking points/Briefing notes

Bulleted list:

- List of potential questions

- Counter arguments- Prepared answers

- Press releases and Media Advisories

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Designing an Advocacy Strategy

Define the issueSet goal and objectivesIdentify target audience

Build supportDevelop the messageSelect channels of communicationRaise funds

Draft implementation planCollect dataMonitor and evaluate