Deputy Director at the Drug Policy Alliance’s Office of National Affairs in Washington, D.C, is Michael Collins. He works with Congress to effect change in legislation on a wide variety of drug policy issues including ‘the war against drugs’, access to sterile syringes for drug users, appropriations, and Latin America. Originally from Glasgow in Scotland, he has lived in France, Spain and Mexico, before he moved to the U.S.

1. September 09, 2010 Name of Presentation 1
Advocating to End The Drug
War: How to Build
Successful Advocacy
Campaigns
Michael Collins, Deputy Director, Office of National Affairs,
Drug Policy Alliance (USA)

2. September 09, 2010 Name of Presentation 2
Who We are

3. September 09, 2010 Name of Presentation 3
What I do

4. September 09, 2010 Name of Presentation 4
Today’s Presentation
• Understanding politicians
• Moving legislation
• Stopping legislation
• Meetings with politicians
• Using the media
• Successful campaign example

5. September 09, 2010 Name of Presentation 5
UK v US Political Systems

6. September 09, 2010 Name of Presentation 6
Overall Objective – Change Laws

7. September 09, 2010 Name of Presentation 7
What motivates politicians?
They want:
•To be reelected
•To move up the ladder
They do not want:
•Bad media coverage
•To lose election
•To work too hard

8. September 09, 2010 Name of Presentation 8
Passing Legislation
1. Drafting a bill
•Choose the issue
•Find your champion

9. September 09, 2010 Name of Presentation 9
Passing Legislation
2. Introducing a bill
•Press release (more
later)
•Press conference
•Get sponsors/support
•Be diverse

10. September 09, 2010 Name of Presentation 10
Passing Legislation
3. Moving a bill
•Map out key players
•Who are committee
chairs?
•Who is influential
on this issue?
•Hearings
•Time on the floor
•Intel is key

11. September 09, 2010 Name of Presentation 11
Other Advocacy Tools
• Sign-on letter
• Meetings with politicians/key players (more later)
• Lobby day

12. September 09, 2010 Name of Presentation 12
Other Campaign Requirements
• Impacted people (drug users)
• Prominent spokespeople (celebs, doctors, etc)
• Media strategy (coming soon)
• Committed,
passionate politicians
• Donors/connected
people

13. September 09, 2010 Name of Presentation 13
The Media
• Op-eds/opinion pieces
• Letters to the editors
• Press releases, press conferences, teleconferences
• Sign-on letters

14. September 09, 2010 Name of Presentation 14
Pitching reporters
• Who writes on your issues?
• Send press release
• Give a scoop
• Share intel
• Create media – reports, surveys, publications, etc.
• Make their job easy and be helpful
• Respond to stories and Get quoted
• Be reactive and proactive

15. September 09, 2010 Name of Presentation 15
Writing an opinion piece
• Follow publication requirements
• Use the right spokesperson
• Offer to ghost write
• Mention politician and issue
• Make it timely and local
• Contact newspaper and pitch
• Example:
http://www.concordmonitor.com/NH-must-try-new-approach-to-opioid-epid

16. September 09, 2010 Name of Presentation 16
Meeting Politicians
• Set up meeting with politician. Find out surgery hours, Email/call
• Go with mix of people
• Make an ask (sponsor a bill, vote yes, ask a question at PMQs, write
a letter)
• Start relationship and arrange follow up
• Do them a favor/make job easier. Send research, draft letter, etc.
• Let them talk and give them space
• Gather intel
• Allocate time for your group to talk
• Know how much time do you have

17. September 09, 2010 Name of Presentation 17
Kill a bill
• Define the issue
• Use the media
• Generate negative press
• Use prominent experts
• Go to their back yard
• Find a politician to fight with you
• Give them a way out

18. September 09, 2010 Name of Presentation 18
Advocacy v activism
•Inside v outside the room
•Respect and a seat at the table
•Carrot and stick
•Media attention
•Desperation

19. September 09, 2010 Name of Presentation 19
Case Study: Defeating Kelly Ayotte

20. September 09, 2010 Name of Presentation 20
Case Study: Defeating Kelly Ayotte
• Own the media (national and local)
• Define the issue first (Prince in jail)
• Find a champion
• Engage CJ and HR groups (FAMM, and letter)
• Link to sentencing reform
• Find conservatives (mens rea)

21. September 09, 2010 Name of Presentation 21
Sen. Kelly Ayotte seeks stricter penalties for
fentanyl dealers, despite pushback
Ayotte Pushes Opioid Penalties on Defense Bill
Nearly 100 Organizations Oppose Ayotte Fentanyl Mandatory
Minimum Expansion
Push To Crack Down On Drug That Killed Prince Echoes Fight From
1980s
Ayotte drug amendment will repeat mistakes of past
Ayotte Amendments Are the Wrong Way to
Address Drug Addiction

22. September 09, 2010 Name of Presentation 22
• Success not guaranteed
• Frustrating process
• Media is key
• Politicians suck