What is advocacy?“Advocacy is a set of targeted actions

directed at decision-makers in support of a specific policy issue.”

Steps in the Advocacy Process

Data Collection

Monitoring & Evaluation

Advocacy Issue

Advocacy Goal & Objectives

Target Audience

Building Support

Message Development

Channels of Communication

Fundraising

Implementation

Advocacy Issue

“A problem that requires a policy action or solution”

Advocacy Goal

“A statement of the general long-term (3-5 years) result you want to achieve”

Examples: Advocacy Goals

“Guaranteed access to high-quality MCH services in India”

“Sulfadoxine-pyrimethamine available to all pregnant women seeking antenatal care and delivery at public hospitals”

Advocacy Objective

“A short-term (1-2 years) target that contributes toward the achievement of the long-term goal.”

Elements of an Advocacy Objective

• Policy actor or decision-maker

• Policy action or decision

• Timeline and degree of change

Example of Advocacy Objective

• Within 12 months, the Provincial Department of Health will appoint at least one midwifery teacher in each of the public midwifery schools.

Example of Advocacy Objective• To influence the Uganda Muslim

Supreme Council to adopt policy guidelines on key sexual and RH rights including family planning in the Muslim community by end of 2005

Advocacy Goal or Objective ?

• Ministry of Education will start a national government program to build 12 schools in each district in the next two years.

Advocacy Goal or Objective ?

• Increase the use of MCH services among pregnant women in India.

Advocacy Goal or Objective ?

• In the next year, increase funding for family planning education programs for married couples through the Family Planning Council

Advocacy Goal or Objective ?

• In the next two years, the Ministry of Health will establish DOTS in 5 districts

Goal –To improve adolescent RH by increasing access to RH education and services

Objective – •To increase by 25% the funds allocated by the Ministry of Health to adolescent RH program within 3 years.•Local Clinic to adopt a policy within 12 months requiring medical staff to provide contraceptives to young people who request them

Issue – High incidence of teen pregnancy

Target Audience

• Primary• Secondary• Supporters• Opponents• Neutral, undecided and silent supporters

“Groups/individuals who support or oppose your issue and goal.”

Strategic Communication

• Communication that is planned (generally proactive) which seeks to achieve one of the communication objectives:

Advocacy Communication Model

Inform

Persuade

Move to Action

Advocacy Messages need to:

• Be simple• Be concise• Use appropriate language• Have content consistent with format• Use a credible messenger• Have tone and language consistent with message

The One Minute Message

Statement

Evidence

Example

Action Desired

Vehicles of Communication

• Face to Face meetings• Executive briefing packets• Briefs/White Papers/Fact Sheets• Public debates• Press Release• Press Conference• Posters/flyers in public places• Radio/television