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Advocacy Campaigns.ppt
- 1. ADVOCACY CAMPAIGNS Advocacy, Research, Coalition Building and Negotiation The National Democratic Institute
- 2. • Intro • Ground rules • Ice breaker exercise ICEBREAKER/INTRO/ GROUND RULES
- 3. OBJECTIVES • Provide an overview of conducting an advocacy campaign Photo: National Democratic Institute
- 4. TOPICS Planning an advocacy campaign • Identifying the issue • Planning • Mobilizing • Messaging Choosing a strategy
- 5. WHAT IS ADVOCACY? Photo: National Democratic Institute
- 6. WHO CAN BE AN ADVOCATE? Photo: Timothy Takemoto Photo: Faith Center
- 7. STEPS FOR ADVOCACY Defining an Issue Planning Community Mobilizing Messaging Remember: The experience you already have is relevant!
- 8. DEFINING THE ISSUE • Conduct consultations • SWOT analysis • Define the specific issue for the advocacy campaign
- 9. PLANNING AN ADVOCACY CAMPAIGN • Steps to reach your goal • Who is responsible for what • How to monitor progress • Timeline • Budget
- 10. DEVELOP A COALITION • Who shares our goals? • Who has influence on this issue? Photo: National Democratic Institute
- 11. MESSAGING AND OUTREACH • Develop and test message • Use it consistently! • Design outreach strategy based on target group(s)
- 12. CREATING A STRATEGY Things to Consider: Context Capacity Risks
- 13. ADVOCACY TOOLS • Public protest • Lobbying • Media campaign • Social media • Legal activities • Research and documentation Photo: National Democratic Institute
- 14. STRATEGIC TIMING • Electoral cycles • International meetings • Policy development • Visible issues
- 15. EXERCISE: DRAFTING AN ADVOCACY CAMPAIGN Define the issue Conduct research Identify a step by step plan Create a timeline Plan for outreach
- 16. CONCLUSION • Anyone can be an advocate • 4 steps in an advocacy campaign • Adversarial vs. constructive • Awareness raising tools • Timing Questions? Feedback?
Editor's Notes
- See the Trainer's Guide for overall guidance on using this presentation. The Trainer's Guide serves as a companion resource and outlines the objectives of the session and materials needed as well as provides additional guidance on conducting the training session. Please note that the Guide includes complete instructions on how to facilitate some of the exercises referenced in this PowerPoint presentation and additional information on the content of certain slides. Please adapt the PowerPoint presentation, exercises, examples and handouts in advance of your workshop. They have been created for a global audience and need to be adapted to better suit the local context, the background of your participants and their level of experience. In particular you can choose to focus on campaign management or workplace management depending on your audience. Terms, images and examples from the participants’ country or region should be used as much as possible so that they are relevant and contextually appropriate. Contend draws heavily from Initiative for Inclusive Security, Lecture Notes: Advocacy. This presentation and guide were developed by Crystal Rosario. NDI would also like to acknowledge those who contributed including Amy Hamelin, Caroline Hubbard, Susan Kemp, Susan Markham, Allison Muehlenbeck and Rebecca Turkington.
- SLIDE CONTENT: To begin the session, introduce yourself and other staff, trainers and resource persons. Provide the participants an opportunity to introduce themselves and establish ground rules for the training. TRAINER NOTE: It will be important to establish a rapport among participants. If this is the first presentation of a training workshop, be sure to build in time for participants to get to know one another and establish ground rules for their interaction and participation. Guidance on ice breakers and ground rules can be found in the “Training and Facilitation” folder. You might also establish ground rules by asking participants to give suggestions and agreeing as a group. You can write the rules on a flip chart and hang it on the wall for reference during the training session.
- SLIDE CONTENT: The objective of this session is: To provide an overview of steps for developing an advocacy campaign TRAINER NOTE: Provide an overview of the session’s objectives so that participants understand its purpose and have realistic expectations about what to expect. You may also wish to ask participants what expectations they have for the session. What do they hope to get out of it? You can then relate their expectations to the objectives and suggest how unrelated expectations might be met in other ways.
- SLIDE CONTENT: Today we will be covering these topics: Planning an advocacy campaign, including: Defining an issue Planning Community mobilizing Messaging Choosing a strategy for your advocacy campaign. TRAINER NOTE: Once the objectives have been shared, give a brief overview of the topics to be covered. We want to give participants a sense of where we are heading in the presentation, so summarize the main concepts that will be addressed. You can also use this time to define any key terms that will be used throughout the training, to get a sense of participant levels and ensure a common understanding among the group. If there are many terms, you may want to create an additional slide (see next).
- SLIDE CONTENT: How do you define advocacy? Advocacy is a planned, deliberate and sustained effort to advance an agenda for change. Another definition is that “advocacy consists of a set of actions designed to draw a community’s attention to an issue and to direct policy makers to a solution.” (definition from Women’s Human Rights Step by Step: Women, Law and Development International). Individuals and organizations advocate to change policies and programs that directly affect people’s lives. Often an NGO’s advocacy campaign targets political, social, and economic systems (or individuals) in a certain government authority that has the power to make that change happen. TRAINER NOTE: Ask participants to define advocacy. What does it mean to them? Then move on to the definition provided above. Adapted from Institute for Inclusive Security, Lecture Notes: Advocacy. It is also useful to differentiate between advocacy and awareness raising. Advocacy is typically associated with laws and policies– lack of legislation or the need to amend or implement existing legislation. Awareness raising is to educate target groups on the issue, so is a tool for advocacy.
- SLIDE CONTENT: Anyone and everyone can be an advocate. We have all advocated at some point in our lives, either in our families, schools or places of work. Advocacy involves our daily efforts to work with other people and organizations to make a difference. Advocates can be individuals or part of an organization, and if you have ever talked to a peer about an issue you think is important, shared information online, or volunteered in your community, you are already an advocate! TRAINER NOTE: Go around the room and ask participants to share one example of a time they advocated for something. It can be as simple as advocating to go to a certain restaurant for dinner or advocating on an issue to an elected official or for a policy issue. All of these experiences are relevant and have taught us something about effective advocacy. (If your group is very large you can break up into smaller groups for this activity.) Adapted from Institute for Inclusive Security, Lecture Notes: Advocacy.
- SLIDE CONTENT: All of us have conducted advocacy at some level in our lives, but if you want to organize an advocacy campaign to impact policy you have to have a plan. The first step is to define your issue. Make it specific so you can have a targeted impact. Conduct research to first assess the situation and identify the issue, and then determine the priorities within that issue and the opportunities that exist for change. Conduct a problem analysis and do community mapping so that you know your issue in and out. This will help you determine what is achievable and the steps to get there. Next you will want to devise a written plan. You should also assign those steps to concrete dates, creating a timeline for your campaign. After you have your plan in place you should mobilize support from the community. Focus on building and strengthening coalitions with other stakeholders in your issue. Work collaboratively, not competitively. Your message should be persuasive and based on research. Decide who your target audiences are and create a message that resonates with them. This may require creating more than one message for more than one audience, but this step is crucial in attracting attention and gaining public support. TRAINER NOTE: Pass out the handout and give participants a chance to review it and ask questions. The approach differs slightly, but covers the same basic steps as this presentation. HANDOUT 1: Nine Advocacy Questions
- SLIDE CONTENT: We have a sense of the priority issues already, but we want to be sure that we are targeting the right issue to address our overall goals and that it is a need for the target group(s). Consider the current reality in the country or target area, the sources of power as well as current starting points for change. As part of this you may want to: Conduct consultations, interviews or focus groups Identify the priority issues and the challenges and opportunities associated with this area (SWOT analysis can be used) Define the issue for the advocacy campaign- be specific! TRAINER NOTE: You want need to explain SWOT analysis here and use the handout below to do a short exercise to help define the issue using this tool. HANDOUT 2: SWOT Analysis
- SLIDE CONTENT: Next you will want to devise a written plan, to include: Decide what steps you need to take to reach your goals and then assign those steps to concrete dates, creating a timeline for your campaign. Determine who is responsible for what within the organization or coalition, and whether additional staff or volunteers are needed. Develop a plan for how you will monitor progress (will you meet monthly, will each partner submit reports, etc.). Develop a budget for your activities to ensure you have the resources you need and/or a target for your fundraising. TRAINER NOTE: At the end of the presentation there is an advocacy planning exercise that participants can work through in small groups.
- SLIDE CONTENT: After you have your plan in place, you should mobilize support from the community. Focus on building and strengthening coalitions with other stakeholders in your issue. Work collaboratively, not competitively. Coalition members can be diverse and should be based on who has an interest in reaching the goal and who has influence to achieve it – both men and women. Stakeholder analysis can be a useful tool in developing your coalition and in overall advocacy campaign development. Consider: Who are the targets: Who makes the decisions and has influence on this issue, who influences the decision makers? Who are the constituents or beneficiaries: Who will benefit? Who are we working with and for? Who are our allies: Who shares our aims and can influence or pressure decision makers for our cause/issue? Who are our opponents: Who is opposed to our goals and may even try to block our efforts? TRAINER NOTE: Refer to coalition building presentation in this module for more information on this topic. It may also be useful to discuss a stakeholder analysis using the handout below. The stakeholder analysis questions above are adapted from the International NGO Training and Research Centre’s Advocacy and Campaigning Toolkit: http://www.intrac.org/data/files/resources/629/INTRAC-Advocacy-and-Campaigning-Toolkit.pdf. HANDOUT 3: Stakeholder Analysis
- SLIDE CONTENT: Part of developing an advocacy campaign is developing your message and your outreach strategy. Your message should be persuasive and based on research – it is the core of your advocacy campaign. Once you develop and test it, incorporate your message throughout all of your materials and activities. Decide who your target audiences are and create a message that resonates with them. This may require creating more than one message for more than one audience, but this step is crucial in attracting attention and gaining public support. Develop outreach activities appropriate for the target group(s). TRAINER NOTE: Refer to the messaging presentation in the communications module for more on this topic. The following slides go more into advocacy tools and developing the overall strategy. Provide the handout below as an overview of messages in advocacy campaigns. You may also wish to show some relevant examples. HANDOUT 4: Messages in Advocacy Campaigns
- SLIDE CONTENT: There are two basic approaches you can take to define the strategy for your advocacy campaign. You can use adversarial/confrontational tactics, constructive tactics, or a combination of both. In the adversarial approach, you take an oppositional stance in an effort to change policy: Your basic message to the policymaker is, “You are wrong and we will force you to do things right.” Tactics of this approach include violence, strikes, protests, petitions, and the “name and shame” approach where you raise attention to culprits of bad practices. In the constructive approach, you decide to facilitate a change. The assumption is that you all need to work collectively to change a policy and the goal is to help policymakers do their jobs better and more efficiently. Your basic message is, “We want to help and here is a suggestion that we think will improve your work.” Constructive tactics include meetings with policymakers, proposing new strategies for changes, conducting research to support an agenda and building alliances with the policy community. The most potent advocacy campaigns involve a combination of advocacy approaches. At different moments, certain approaches may be more appropriate. Assess the context, organizational capacity and risks before deciding on your approach. TRAINER NOTE: Ask participants if they can identify groups that use adversarial, constructive or a combination of advocacy strategies. What activities do these organizations carry out that fall into these categories? Adapted from Institute for Inclusive Security, Lecture Notes: Advocacy. See Trainer’s Guide for examples.
- SLIDE CONTENT: There are many ways that you can get your message out. These are just a few tools that can be used. Let’s brainstorm different types of activities that fall into these categories. TRAINER NOTE: Create a table ahead of time on a whiteboard or by taping together two sheets of flipchart paper. List these headings across the top of the columns. Break participants up into 6 groups and ask them to identify specific actions that fall into their assigned heading. Ask them to write their ideas on post it notes and stick them to the chart. Read through the chart and facilitate a discussion with the larger group. Are there some that belong in an “other” category? Are they adversarial or constructive tactics? See Trainer’s Guide for sample chart.
- SLIDE CONTENT: In politics, timing is crucial to getting your issues on the table. If timing is going to determine your success, you have to be aware of key political events and how to communicate your message around them to garner maximum exposure and support. When considering your timeline, plan ahead to capitalize on important dates, such as elections, international meetings, stages of policy development or another event that is likely to draw media attention to your cause. When considering the electoral timeline, pushing your issue to the forefront as a relevant issue during the campaign will help get your priority issues into the debate and hopefully into law as a result. Sometimes events or incidents pop up that are unexpected but can galvanize support for your issue and it is important to make the most of these opportunities. For example, you may be working on anti-corruption issues when a political scandal breaks. Even though you hadn’t planned any actions for this time, you need to be ready to mobilize to get your message out while the public is paying closer attention to your issue. TRAINER NOTE: Adapted from A New Weave of Power, People & Politics: The Action Guide for Advocacy and Citizen Participation, Just Associates, 2007
- SLIDE CONTENT: Now we’re going to practice putting these steps into action. Define the issue - Be specific. Conduct research - What do you need to know? Identify a step by step plan - What tasks need to be done to succeed? Create a timeline - Assign dates for completion working backward from your end goal. Plan for outreach - Who needs to be on board? TRAINER NOTE: Break participants up into groups of approximately 5 people. Ask them to work through the 4 steps you just discussed. It is okay that they don’t have the relevant research, but they can brainstorm what research would need to be done. Give about 30 minutes for the groups to work on their plans, then ask them to share with the group and discuss any questions or feedback. HANDOUT 5: Drafting an Advocacy Campaign Exercise
- SLIDE CONTENT: In conclusion: Anyone can be an advocate. There are 4 steps in an advocacy campaign: Defining an issue Planning Community mobilizing Messaging Adversarial vs. constructive strategy Awareness raising tools And strategic timing TRAINER NOTE: Here you should summarize the topics and main points covered and allow time for questions, feedback and evaluation. You can ask participants to go around the room and share one thing they learned, a question they have, or one way they will use this information in their current or future work. HANDOUT: Presentation evaluation sheet