The document introduces advocacy concepts by emphasizing the importance of mission statements that define a group's identity and purpose. It presents a case study of the Stopwatch Youth Group, focusing on their goals to raise awareness about stop/search issues and engage youth in discussions. The document highlights the SMART criteria for setting effective objectives that are specific, measurable, achievable, relevant, and time-bound, along with group activities that align with their mission.

1. Art and Design for Advocacy
Introduction to Advocacy: Goals and Objectives

2. Our Agenda for Today
Introduction
Goals and objectives
2
Work in groups
Find your mission statement
Find your goals and objectives
Case study
Stopwatch Youth Group
SMART review

3. 3
Mission Statement
A mission statement is the guiding force for all your activities; it should define
who you are, what you do, and whom you work for. It should be an exciting,
inspiring statement that you and your supporters all believe in. Don’t make it too
long or complicated—many people will ask what your group’s mission is, so your
mission statement should be catchy and easy to understand.

4. 4
Mission Statement Example
Zumix’s mission is empowering youth, who use music to make strong positive
change in their lives, their communities, and the world.

5. 5
Mission Statement Example
IDEA makes young people’s voices heard through debate education.

6. 6
Mission
Mission: The StopWatch Youth Group aims to address excessive and disproportionate
stop/search, promote best-practise, and ensure fair, effective policing for all.
Objectives
• Create materials to inform young people of their rights in a stop/search encounter
• Enable young people to meet and interact with relevant policy makers
Stopwatch Youth Group
Stopwatch Youth Group
Advocacy campaign case study
Goals
• Increase awareness amongst young people on stop/ search issues
• Increase youth participation in discussions on stop/ search and search policy

7. 7
Stopwatch Youth Group
Stopwatch Youth Group
Advocacy campaign case study
Activities
• Train young people in media and filmmaking; make a documentary on their experiences of
stop/search
• Train young people in media strategy and interview techniques
• Organize flash mob in central London highlighting issues around stop/search
• Research and create fact sheets on stop/search
• Attend local community consultations and All-Party Par- liamentary Group meetings on
relevant topics
• Create a website to share news, information, blogs, etc.

8. Are your objectives SMART?
Your mission and your goals can give you lots of different ideas for
objectives. It is sensible to limit the number of objectives you work on,
so that your time and resources are not spread too thin. When you are
choosing which to pursue, test for whether your chosen objectives are
SMART

9. Advocacy: SMART review
9
 Specific: Objectives should be clear and well defined. What? Why? Who? Where? Which?
 Measurable: It should be easy to frequently measure whether you are making progress towards
completion. How much? How many? When will you know it has been accomplished?
 Achievable: Objectives should be realistic for your group, and for the current climate. Do you
have available resources, knowledge, and time for the objective?
 Relevant: Make sure that your objective flows from your goals and your mission. Is it worthwhile?
Is this the right time? Does it contribute to our other goals? Are we the right people for the job?
 Time-bound: This criterion stops a goal from being neglected because of everyday tasks, and
drives progress. What is the time limit for completion? What can I do in 6 months? In 6 weeks?
Today?

10. Group activity
Based on the group’s mission statements come up with two or
three simple goals, and matching objectives and activities.