Create a S.M.A.R.T. Advocacy Objective

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http://videoplan.witness.org | The aim of this presentation, from the WITNESS curriculum, is to explain to participants how to identify and create S.M.A.R.T. video advocacy.

WITNESS Training Curriculum - Part of module 2

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Create a S.M.A.R.T. Advocacy Objective

  1. 1. Create a S.M.A.R.T. Advocacy Objective WITNESS invites you to use, remix and share this curriculum.  All materials are under Creative Commons Attribution-Non-Commercial ShareAlike 3.0 License.  You can also find more video advocacy training materials at www.witness.org. 
  2. 2. Session Objective <ul><li>Review why clear objectives are </li></ul><ul><li>important. </li></ul><ul><li>Understand how the SMART approach works and ways to evaluate objectives. </li></ul>12/13/11 WITNESS.org
  3. 3. <ul><li>Why is setting clear objectives important? </li></ul>12/13/11 WITNESS.org
  4. 4. Setting Objectives: Considerations <ul><li>Advocacy = being strategic to leverage power and resources </li></ul><ul><li>Set short, medium and long-term objectives </li></ul><ul><li>Look to outputs, outcomes and impacts </li></ul>12/13/11 WITNESS.org
  5. 5. Obstacles to Campaign Success <ul><li>Unrealistic goals </li></ul><ul><li>Unclear objectives </li></ul><ul><li>Unrealistic timeline </li></ul><ul><li>Not knowing the audience(s) – or having an unrealistic audience selection </li></ul><ul><li>Failure to innovate </li></ul><ul><li>Vague or bland messages </li></ul><ul><li>Poor monitoring & evaluation </li></ul>12/13/11 WITNESS.org
  6. 6. Challenges and Solutions <ul><li>In your experiences, what have been the biggest challenges in setting clear objectives? </li></ul><ul><li>How have you worked to change this? </li></ul>12/13/11 WITNESS.org
  7. 7. SMART = a set of criteria used to define objectives <ul><li>Why use SMART? </li></ul><ul><li>Clarity </li></ul><ul><li>Focus </li></ul><ul><li>Stronger connection to your goal </li></ul><ul><li>Accountability and transparency </li></ul><ul><li>Better evaluation and learning </li></ul>12/13/11 WITNESS.org
  8. 8. SMART Defined <ul><li>S pecific </li></ul><ul><li>M easurable </li></ul><ul><li>A chievable </li></ul><ul><li>R ealistic </li></ul><ul><li>T ime - bound </li></ul>12/13/11 WITNESS.org
  9. 9. Outlining SMART Objectives Not SMART One Reason Why We will create a video about accountability for environmental issues in Brazil Un specific Screenings of our video will result in a more positive response from the public Difficult to measure The video will make officials ratify the Kyoto Protocol immediately Is this achievable ? The video will result in a 500% increase in women landowners in 2 months Un realistic We aim for the recommendations outlined in the video to be adopted soon No time frame
  10. 10. Make it SMART 12/13/11 WITNESS.org SMART Why Provide video documentation training to Brazilian activists to collect filmed evidence of corporate violations of national environmental laws in Southern Brazil and submit this as evidence to national and regional courts . Specific plan of action Through screenings of the video, we aim to increase community dialogues by 15% over the next 6 months. Is measurable During our advocacy briefing, we will provide a video report with recommendations for interim steps towards ratification of the Kyoto Protocol. Is more achievable We aim for a 20% increase in female landownership in the targeted areas by the end of the campaign. A realistic objective We aim to have the anti-discrimination law advocated for in our video pass by August 2012. Is time - bound
  11. 11. Evaluating Objectives is Critical <ul><li>To evaluate objectives as the campaign moves along, use indicators : </li></ul><ul><li>- to measure progress </li></ul><ul><li>- to measure impact </li></ul><ul><li>- to determine how to adjust to external changes along the way </li></ul>12/13/11 WITNESS.org
  12. 12. Sample Indicators <ul><ul><ul><li>Number of government officials publicly supporting recommendations in video </li></ul></ul></ul><ul><ul><ul><li>Number of screenings to high-level members of target audience </li></ul></ul></ul><ul><ul><ul><li>Statistical evidence of change in actions or behavior toward affected populations in video </li></ul></ul></ul><ul><ul><ul><li>A quantifiable change in the frequency and type of media coverage on video & issue </li></ul></ul></ul>12/13/11 WITNESS.org
  13. 13. Keep it SMART <ul><li>Make sure your objectives are: </li></ul><ul><ul><li>S pecific </li></ul></ul><ul><ul><li>M easurable </li></ul></ul><ul><ul><li>A chievable </li></ul></ul><ul><ul><li>R ealistic </li></ul></ul><ul><ul><li>T ime-bound </li></ul></ul><ul><li>Evaluate objectives </li></ul><ul><li>Set indicators to measure success </li></ul>12/13/11 WITNESS.org
  14. 14. SMART Exercise <ul><li>Review Reference Sheet: The Story of the Communities </li></ul><ul><li>Complete Worksheet: Practice Writing SMART Objectives and rewrite objectives to be SMART </li></ul><ul><li>Be prepared to share with the group </li></ul>12/13/11 WITNESS.org
  15. 15. Create a S.M.A.R.T. Advocacy Objective WITNESS invites you to use, remix and share this curriculum.  All materials are under Creative Commons Attribution-Non-Commercial ShareAlike 3.0 License.  You can also find more video advocacy training materials at www.witness.org. 

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