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Best practices and lessons learnt from national and institutional open access (OA) advocacy campaigns in EIFL partner countries to reach out to research communities. Recommendations are based on 11 case studies showcasing successful national and institutional campaigns in Eastern Europe and Africa (in Estonia, Latvia, Lithuania, Poland, Slovenia, Ukraine, Botswana, Ghana, Malawi, Sudan and Zimbabwe). The campaigns resulted in increased understanding and awareness about OA. Most transferable elements that made the projects succeed (strategies, tactics and tools) are described.