Bm how to leverage advocacy at national level 28.6.2011


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Bm how to leverage advocacy at national level 28.6.2011

  1. 1. How to develop a national advocacy campaign? Maria Brandao Consultant to Bayer HealthCare Pharmaceuticals at Burson-Marsteller Brussels IF Workshop, Brussels, 28 June 20111
  2. 2. What is advocacy? • Advocacy by an individual or by an advocacy group normally aims to  influence public­policy and resource allocation decisions within  political, economic, and social systems and institutions • Advocacy can include many activities that a person or organisation  undertakes including media campaigns, public speaking,  commissioning and publishing research, polls, briefings,  position papers, etc Source: Wikipedia:
  3. 3. What can YOU gain from advocacy? • Public recognition, increased awareness of and  mobilisation for your issue... • ... Leading to POLICY CHANGE... • ... that will improve in the LONG TERM the situation                    for your organisation and the issue you are defending3
  4. 4. How can you start an advocacy campaign in your country? The five step process4
  5. 5. Five step process for an effective advocacy campaignStep 1: Monitoring Step 2: Information & Analysis Development phase Step 3: Strategic Consideration Step 4: Develop and key messages and  communication tools Step 5: Advocate: make noise Implementation  phase
  6. 6. Monitoring: What’s happening? Who’s doing what? How can you benefit from or shape the environment to reach your objectives? Tips: Mozilla Firefox, Google alerts, etc Information and Analysis: Map stakeholders and developments you can use/leverage (e.g. Guidelines, policies, etc). Identify potential opportunities versus challenges early enough Tips: make sure you get facts and figures of interest to your country Strategic consideration: Develop your strategy based on the information & analysis, and set out objectives, actions, responsibility and timeline! (e.g. European and national plans in key countries)6 Tips: make sure you track down your activity as it will help you keep focused!
  7. 7. Develop key messages and other tools: ­Identify which stakeholders you will be reaching out to, what you will tell them and with which objective in mind ­Develop messaging accordingly Tips: use message houses to structure your messages and make sure you include evidence Advocate: make some noise ­Reach out to stakeholders identified in step 2,  set up a meeting and follow up accordingly on  next steps (e.g. Establish collaborations, get  them to speak up about your issue, discuss  funding) ­ Organise an event and generate media attention  (e.g. Policy event or media luncheon) ­ Disseminate communications tools widely Tips: Prepare, know what you’re asking each 7 partner to do and be ready to give them  something in return
  8. 8. Message House The Story in 30  seconds Key  Key  Key  Message 1 Message 2 Message 3 (Context) (Relevance) (Difference) Supporting  Supporting  Supporting  facts and  facts and  facts and  examples examples examples8
  9. 9. Case study: The EU NTD advocacy campaign Objectives 1. Move the debate on NTD prevention up the EU policy agenda and  from the food to the public health arena 2. Develop partnerships with credible  3rd parties to improve the visibility  of your organisation and the NTD issue 3. Secure the inclusion of  NTD prevention in health policy  programmes (e.g. rare diseases) and education
  10. 10. Case study: The EU NTD advocacy campaign – RESULTS at regional level  Improved visibility of the NTD issue and debate being held in  public health arena  Dissemination of key messages via postcard campaign  Dissemination of 2000 copies of the report to policy makers,  healthcare community (e.g. congresses) and online (e.g. Commission website)  Members of the EP published questions and Commission’s Heath  Department (DG SANCO) expressed commitment to NTD prevention  Secured  partnerships and political support to be leveraged            if/when needed (e.g. with MEPs, EFCNI, etc.)  Secured policy successes that will last in the long­term  NTD prevention to be included in the EU Rare Disease Road Map  Maternal health dimension in EP report on health inequalities10
  11. 11. Coming up soon... Publication of studies on NTDs in medical journals What can you do? Publish them online and disseminate them to your contacts Strengthening partnerships with important partners and exploring activities of mutual benefit not only at EU but also at national level Publication of the 2nd report on NTDs What can you do?11 Coming up later today
  12. 12. Thank you for listening! Any questions?12
  13. 13. How to leverage advocacy activities and the report at national level? Maria Brandao Consultant to Bayer HealthCare Pharmaceuticals at Burson-Marsteller Brussels IF Workshop, Brussels, 28 June 201113
  14. 14. About the 2nd report on NTDs 1. Partners Led the drafting and   Endorsed                            Supported with datasponsored (MC and Bayer) (partly or fully) 2. Concept: focus on policy impacting NTD prevention  from a horizontal perspective 3. Key messages 1. Little has happened in the last 20 years and no progress                               since the first NTD report14 2. More can be done in the area of prevention
  15. 15. About the 2nd report on NTDs Our call to Action 1. Adopt and align recommendations of folate acid intake with WHO standard and monitor their  implementation by healthcare professionals 2. Raise awareness in women of childbearing age and the healthcare community (for example, include  messages on prevention of NTD and the importance of folate levels in health and sexual education  curricula) 3. Ensure NTD prevention is included in related policy (e.g. Rare Disease, Health Inequalities,  Nutrition, etc) 4. Continue funding European registries and push for more and better collection of comparable data  5. Investigate further the costs of food fortification and supplementation strategies 6. Explore new methods to raise folate levels of women of childbearing age including the value of food  fortification  and supplementation strategies 15
  16. 16. How to  create some noise about the report? 16
  17. 17. How can you leverage the 2nd report on NTDs at national level? Get the report adapted to your national situation, translate it in your language & secure foreword by key national personality (policy maker, Key Opinion Leader, etc.) Use it as a point of entry to discuss the issue with policy makers, Key Opinion Leaders and other 3rd party organisations and identify your national champion to ensure he/she voices your key messages! Disseminate it online, in your publications and ask partners and policy makers to do the same (e.g. Post it on Ministry of Health website)17
  18. 18. How can you leverage the 2nd report on NTDs at national level? Collaborate with national partners on a launch event with media campaign to present report findings Work with a Key Opinion Leader to explore authoring a feature article Disseminate it (e.g. at stands, in meeting packs, etc.) and secure speaking opportunities at your partners’ congresses to present it18
  19. 19. Thank you for listening! Any questions?19