AdAdvocacy Workshop National Network for Children

Sofia, Bulgaria29-30 June 2010

day

1

what is advocacy?advocacy is……

influencing to change• knowledge, attitudes and behaviour

(in relation to your issue)

• policy• practice

Addressing differences in POWER

what advocacy IS NOTconcept target audience objective how do you

measure success?behaviour change – information, education and communication

individuals or groups

raise awareness, increase understanding

change in knowledge or skills

Public relations consumers, donors, general public

improve brand recognition

improved public perception, increased donations

community mobilisation

Community members & leaders

community empowered to take action

issue-specific process and outcome indicators

Advocacy Public institutions and policymakers

change in policies, practice & funding

desired changes achieved

the different levels of advocacy…….

Inter-personal

Family

Community

Provincial/District/Local Government

National

Regional

Int'l

e.g. hand-washing, anti-smacking

e.g. who works, who goes to school

e.g. social rules about breastfeeding

e.g. provision of alternative basic education to pastoralist children

e.g. health, education, food security and child protection policies

e.g. child trafficking policies, early warning systems

e.g. International MDGs conference

rights based advocacy

naming the right•defining nature of right•identifying violations•incorporating into law

assuring it is enjoyed•making duty bearers and violators accountable•seeking justice for victims•making the system responsive

achieving broad acceptance•changing behaviours and values•engaging the public as citizens

advocating for child rights

example of a definition……

Acting with and on behalf of children to influence the policies and actions of othersto improve the fulfilment of child rights

what role for NNC and its members?

• you can advocate with children and their families

• OR with your support, they can advocate for themselves

• OR you can advocate for them, on their behalf

advocating in a network

challenges• co-operation is time-consuming

• may be hard to agree objectives

• may have to compromise

• can lose distinctive identities

• conflicting agendas

• opponents can exploit differences

• some organisations may dominate

benefits• link work on different levels

• common voice – powerful

• wider base, wider audience

• more resources

• more skills and expertise

• strengthens civil society

• build capacity of others

• unity, solidarity

• avoid competition

some tips for making it work…….• consensus on shared priority (overarching)

issues• shared change objectives• joint advocacy asks• joint advocacy strategy• transparent co-ordination mechanism• thematic steering groups with clear

responsibilities• continuous monitoring and information sharing

the advocacy cycle

develop clear messages

select influencing influencing strategies set change objectives

know who can make change happen

identify the Issue(problem analysis)

develop &implement plan of action

understand the context(political analysis)

gather evidence

M&E

involve children

mobilise resources

understanding the context (1)

understanding power dynamics

visible power formal rules and structures

hidden power who really controls agenda

invisible power values, norms, beliefs, social hierarchy

understanding the context (2)

political analysis entails understanding

• how policy issues are identified• how policies are formulated and implemented• both formal and informal processes • roles, responsibilities and balance of power of

institutions and individuals• how, when and where to act to achieve maximum

impact

setting change objectives

a change objective defines concretely

• what will be accomplished • with whom • how • in what period of time

SMART objectives

Specific MeasurableAchievableRealistic Time-bound

• tip: objectives should be change-oriented, not activity oriented

exercise: critiquing objectives (1)

original objectives

1. To mobilise and educate women and law enforcement agencies by the year 2001.

2. Improve health service delivery in rural areas in order to reduce child mortality.

exercise: critiquing objectives (2)

1. Rural women involved in savings clubs in three villages will have been educated about domestic violence and their rights with regard to family law. They will be able to form violence prevention groups at the community level within thirty months.

2. By 2011, 50% of children in five locations in the country will be covered by high-quality essential health services (where the constituents of essential health services are defined and agreed benchmarks used to assess quality).

day

2

recapping SMART objectives

Specific MeasurableAchievableRealistic Time-bound

• tip: objectives should be change-oriented, not activity oriented

who can make change happen?

a stakeholder analysis is useful to: • identify who is interested in your issue (targets

& influentials)• better understand their interests & attitudes• identify allies & opponents • assess who should be involved when

tip: find out what they know and really care about

influencing your targets

inform

inform

persuade

move to action

advocacy approachesapproach your role advantages disadvantages

co-operative:working with the government to find solutions

insider •develop relationships•gain trust

•compromise values•exclude discordant voices

confrontational:forcing an issue onto the agenda

complete outsider

•higher profile•strong leverage•freedom of action

•damage future relations•marginalised, radical• lose funding

persuasive: presenting evidence in order to sway your targets

critical insider

•more open minded•less aggressive•conducive to forging alliances

•Are you perceived as just “sitting on the fence”?• Less sharp and ‘shocking’ messages for campaigning

knowing your audiences

Number of people

Complexity of message

Level 1: General public, new supporters, children

Level 2: Committed supporters, volunteers (no brief)

Level 3: Volunteers, campaigners journalists, All staff

Level 5: Specialist contacts, eg MPs, correspondents

Level 4: Opinion formers, NGOs, Trustees

Simple

ComplexTargeted audience

People join the funnel at any level.

The aim is to push people into the “knowledge funnel”: moving their knowledge up the levels in time

developing clear messages• keep it simple

• put your ‘frame’ around the issue (highlight your perspective)

• use information that will be locally relevant

• use clear facts and numbers creatively

• allow your audience to reach their own understanding

• present a solution if possible

the one-minute message

statement the central idea of the message

evidence supports statement with accessible facts and figures

example adds a human face to the message

action what you want the target to do

desired

conveying your messages

source whom will the audience find credible and respond to?

format which ways are more appropriate to reach specific audiences?

timing which is the best time to deliver your message?

place what location can enhance your credibility & political impact?

lobbyingwhat? 1:1 communication with key targets

and influentials how? visits, briefings, conversationswhy? to educate and convince them

to support and advance your agenda

ultimately you have tomake your problem their problem

preparing for a lobbying visitbefore • set objectives for the meeting • rehearse difficult questions and responsesduring• introduce yourself, the issue and the solution• communicate clearly what action you want your target to take• say that you are willing to help with information and support• do not avoid controversial topics but remain calm• try to get a commitment from the decision-makerafter• make notes and evaluate your visit with colleagues• send a thank you note

lobbying politiciansdo• face-to-face meetings• use clear messages and ‘killer’

facts• share ‘cutting edge’ research &

reports• establish yourself as the expert• show them you know how the

process works• win over their assistants• provide concise, relevant, to the

point input• always be available

don’t• go in if you haven’t done your

homework• try too hard….• impose your views• fudge it if you are not saying

anything new…..

Ad

blagodarya