Design for Advocacy Mary Joyce @ the Open Society Institute May 8, 2009

Advocacy Strategy Goal Execute Plan Evaluate Execute Plan Message Audience Goal

define a goal photo: ogimogi (Flickr) Achievable Inspiring Specific

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.

....until you achieve your goal 1: Plan 2: Execute 3: Evaluate Goal

Advocacy Strategy Goal Execute Plan Evaluate Execute Plan Message Audience Goal

Where does design fit? ?

Photo: sara.atkins (Flickr)

Design for Advocacy Goal Execute Plan Evaluate Execute Plan Message Audience Goal design who do you want to take action?

Audience example: Obama’s constituencies

more logos at ObamaCampaignButtons2008.com

Design for Advocacy Goal E xecute Plan Evaluate Execute Plan Message Audience Goal design how to move them to act? who do you want to take action?

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)

Design for Advocacy 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

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!