Principles of Advocacy forCancer Prevention Philip Davies ECCA Director General 1
Advocacy• What is the purpose of advocacy? • To influence change• What is the purpose of advocacy for cancer prevention? • To increase opportunities for the implementation or improvement of cancer prevention programs
Cervical Cancer Prevention• Will only be effective if delivered through large-scale population-based public health programs• Primary advocacy targets are politicians with health responsibilities • Key government decision-makers • Set key health priorities • Approve budgets for departments of health and for special health projects
What Influences Politicians?Personal interest Lobby groups –Votes – • Medical societies• General public • Commercial• Media organisationsExperts – Civil society –• MoH / DoH • Patient groups A Politician• Insurance orgs. Dr Ana Jorge • Health groups• Academics • Women’s groups• Scientists Clear messages • Community leaders• Clinicians Clear plan of action Other groups &International Clear political people dependingorganisations benefits on the country
What Influences Politicians?• Many organisations and people will influence the decision-making process• Stakeholder analysis is therefore essential to identify all those with an interest in the issue• Stakeholders can then be divided into: • Advocacy partners • Advocacy targets
Advocacy Process Stakeholder Agree Agree Mobilise Identification Advocacy Objectives, Partners & Partner Targets Messages & Launch Recruitment & Actions Advocacy Actions• Media • Politicians• Professional • DoH / MoH Partner or Societies • Insurance advocacy target• Civil society companies will be depend• Scientists • General on the country• Clinicians public & and the issue• International specific organisations population• Companies subgroups
Partner Recruitment• All relevant groups must be involved in setting the objectives, messages & actions: • So they understand how their interests will be best served by cooperative action • To ensure each group has ownership of the project and responsibility for the outcomes • To prevent dissent and avoid splinter groups When the stakeholders speak with one voice – it isextremely powerful. But politicians will not get into the middle of a fight between different stakeholders.
Messages• Short, clear and understandable • Written by experts in health communication, not by subject experts• Tailored to the target audience and the setting • Vocabulary and sentence structure – very simple • Short, simple sentences, no complex terms • Amount of information – less is more • Too much information will confuse people or they will not read it at all • Use multiple levels of complexity • Attention grabbers – 2 or 3 short statements • Introductory – brochures that can be read <5 min • Comprehensive – website
Messages• Use multiple communication channels • Use multiple channels for each target audience so people receive information from different sources to reinforce messages • Choose channels to suit target audience, paying particular attention to reaching marginalised groups • Mass media (TV, radio, women’s and youth magazines, internet, social media, etc.)• Consistency between channels • Repetition of consistent information enhances learning • Repetition of inconsistent information leads to confusion & confusion leads to inaction
Mobilization & Community Action• Community-based actions are a key part of advocacy • Provides another channel to communicate with the general public • Provides the media with material to broadcast and increases outreach • Attracts new recruits to the campaign • Boosts morale and camaraderie among the advocacy partners, volunteers, etc.
Champions & Peer Group Advocates• People do not want to hear about cancer• Champions & PGAs can: • Attract attention to the issue • Enhance message credibility and learning • Overcome prejudice and taboos• They can also go off-message and ruin a campaign in a very high-profile fashion• Champions & PGAs should be: • Selected carefully • Trained and monitored
Campaign Branding The Breast Cancer = Campaign
Campaign Branding • A single, widely recognised, understood and trusted symbol for the Breast Cancer = Campaign • A single public face for a campaign that is run by a large and diverse group of organisations from many different countries and cultures
Why is the Pink Ribbon so Successful? •Because it has achieved: • Instantaneous recognition across countries and cultures • People understand what it stands for • People have learned to TRUST it! •Therefore, all the groups that run events under the Pink Ribbon can more easily: • Get the attention of the general public (recognition) • Have people believe their key messages and follow their advice (trust)
Now we need to do the same thing for Cervical CancerPearl of Wisdom Objective: a symbol that is instantly recognised & trusted by the general public to help: • Get the attention of the general public • Build trust • Increase message acceptance & learning I.e. improve the effectiveness of our campaigns
Thank you for your attentionThe ECCA, your partner to fight Cervical Cancer in Europe 16