design and advocacy
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Design for
Advocacy
Mary Joyce@ the Open Society Institute
May 8, 2009
GoalExecute
Plan Evaluate Execute Plan Message
Audience Goal
Advocacy Strategy
define a goal
photo: ogimogi (Flickr)
Ach
ievab
le In
spirin
gSpecifi
c
audience: a politician
audience: the media
photo: baonguyen (Flickr)
audience: a demographic
define the message
photo: centralmnstories (Flickr)
Develop an action.
Photo: ItzaFineDay(Flickr)
Execute action.Photo: sengkit (Flickr)
Evaluate action.Photo: eggman (Flickr)
Plan next action.
1: Plan
....until you achieve your goal
2: Execute
3: Evaluate
Goal
GoalExecute
Plan Evaluate Execute Plan Message
Audience Goal
Advocacy Strategy
?Where does design fit?
Photo: sara.atkins (Flickr)
GoalExecute
Plan Evaluate Execute Plan Message
Audience Goaldes
ign
who do you want to take action?
Design for Advocacy
Audience
example: Obama’s constituencies
more logos at ObamaCampaignButtons2008.com
GoalExecute
Plan Evaluate Execute Plan Message
Audience Goaldes
ign
how to move them to act? who do you want to
take action?
Design for Advocacy
Message
example: Obama campaign
Image: Barack Obama (Flickr)
Change will not come if we wait for
some other person or some other time. We are the ones we've
been waiting for. We are the change
that we seek.
(supporter photos with nice animation)
(supporter photos with nice animation)
(supporter photos with nice animation)
(supporter photos with nice animation)
Message + Audience
examples: international advocacy
Source: Nawaat (Tunisia)video URL: www.nawaat.org
Source: Free Kareem Campaign (Egypt/UK)
Goal Execute
Plan Evaluate Execute Plan action Audience how to move them to act?
Message who do you want to take action?
Goal
design
feedback
Design for Advocacy
Ways to get feedback:
1) focus groups
2) casual discussion
3) formal feedback from partners
4) media mentions
In your organization...
Who is the audience of
the campaign?(who has the power?)
What is your organization’s message to its
audience?
Thank You!
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