What is Advocacy Advocacy is ResultBased Communication Who
What is Advocacy? Advocacy is Result-Based Communication Who is the most strategic person to deliver the offer/ask What is most strategic way to frame the benefit of what we offer, based on target audience’s value and concern What and How to say it? Who are the decision makers? How do they perceive the offer/ask? What are their value, concern and possible reaction? What are the best channel to deliver the message? What is the call to action? What do we want them to act? How does the action relate to the target audience concerns? Who says what to whom in which channel with what effect An old model but still works! Thanks to Lasswell who coined this in 1948
All Strategic Communication Shares the Same Principles Advertising Love relation Advocacy etc So what are the similarities among these three communication activities?
How does it work? Let’s share your experience Love Story • What is your objective? • Get to know the person by observing and finding information • Profiling • Strategy to be considered as the right person based on the profile • Find the right way to express your feeling: the right words, in the right place, in the right setting, in the right mood
What does love got to do with it? AFP SMART!
AFP Advocacy Approach Landscape Assessment SMART Objectives Evidence of Impact Identification of SMART objectives needed to alter the landscape to produce effective quick wins Validation of results using evidence and review of the landscape for change Quick Win Achievement Documentation and monitoring of outputs and outcomes toward impact B
AFP SMART in 9 Steps Phase 1 Step 2 Step 3 Build Consensus Decide Who to Involve Set SMART Objective Identify the Decisionmaker Phase 2 Step 4 Step 5 Step 6 Focus Efforts Review the Context Know the Decisionmaker Determine the Ask Phase 3 Step 7 Achieve Change Develop a Work Plan Step 8 Set Benchmarks for Success Step 9 Implement and Assess
Step 2—Set SMART Objective 2 3 4 5 6 7 8 9 What are we trying to accomplish and what can we do now? indicates what will be achieved and by what means framed with quantitative or qualitative Measurable descriptors Specific Attainable is within reach Relevant contributes to the overall goal of your advocacy efforts Time-bound sets a specific date for achievement B
Many SMART Objectives to Reach One Goal 2 3 4 5 6 7 8 9 NOW GOAL Children in Cen. Ka neighborhood have no safe, clean space to play outside Children in Cen. Ka neighborhood have a safe, clean space to play outside Objective 1 Objective 2 Objective 3 Objective 4 Objective 5 Kampala Resident City Commissioner signs ordinance to schedule fixed days for waste pick-up in Central Kampala division, as a pilot Neighborhood association organizes volunteer brigade to convert existing space into a playground for young children over two weekends Division Councillor for Central Kampala division signs order releasing funds for speed bumps and oneway conversion of neighborhood streets GTZ provides sports equipment and supplies to neighborhood association Kampala Resident City Commissioner signs ordinance to enable neighborhood association to use land for team sports for older children B
Our Goal and Objectives 2 3 4 5 6 7 8 9 • What do we hope to achieve in the long term? • What are the short-term SMART objectives of our advocacy? • What do we do first? Long-term Goal Placeholder B
Step 3—Who Makes the Decisions? 3 4 5 6 7 8 9 • Who has the power to help ensure that your issue is addressed? • For example, who can ensure that contraceptive supplies and services are available for women who would want and need them? Private Sector Economists Healthcare providers Academia Researchers Professors Civil Society Nongovernmental Organizations Faith-based Organizations Women’s Associations Youth Groups Advocacy Officers Government Minister of Health Minister of Gender Minister of Finance Advisors to the Minister Technical Officers Healthcare Providers Doctors Midwifes
3 Group Work 3. 1 Box 3. 1 Identify Decisionmaker: 4 5 6 7 8 9
Step 5—What Do We Know About the Decisionmaker? • What is their background? What are their core concerns? • Have they made any statements for or against family planning? • Whose opinion do they care most about? • Are they willing and able to act on issues they care about? 7 5 6 8 9
What Does the Decisionmaker Value? • Maternal health or women’s rights? • Cost-effectiveness of public health programs? • Young people? • Socio-economic development? • Cost-effectiveness? 7 5 6 8 9
How Do We Best Approach Each Decisionmaker? 7 5 6 8 9 • Provide information § Why is our issue important? • Encourage the will to act § What is most likely to persuade the decisionmaker to take action? • Recognize their leadership § How can we thank the decisionmaker publicly and celebrate his/her role in securing a win?
Group Work 5. 1 7 Decisionmaker Name (from Box 3. 1): Knowledge: Box 5. 1 Core Values: Willingness to Act: 5 6 8 9
The Five-Point Message Box 2. Enter core concerns (Step 5) 6 7 8 9 3. Anticipate objections and prepare response 1. Enter decisionmaker’s name (Step 3) 5. Answer the question: “What is the benefit? ” 4. Articulate the SMART ask B
The Five-Point Message Box— Example 2. Core concern: All women do not have equal access to healthcare 6 7 8 9 3. Objection: Universal access is too expensive Response: Family planning is one of the most effective investments 1. Decisionmaker: Budget analyst for the Minister of Finance [Name of person] 5. Benefit: Health gains for underserved groups (e. g. , lower maternal mortality) 4. SMART ask: Create a line item for family planning in the budget B
AFP Advocacy Approach Landscape Assessment SMART Objectives Evidence of Impact Identification of SMART objectives needed to alter the landscape to produce effective quick wins Validation of results using evidence and review of the landscape for change Quick Win Achievement Documentation and monitoring of outputs and outcomes toward impact B
AFP SMART in 9 Steps Phase 1 Step 2 Step 3 Build Consensus Decide Who to Involve Set SMART Objective Identify the Decisionmaker Phase 2 Step 4 Step 5 Step 6 Focus Efforts Review the Context Know the Decisionmaker Determine the Ask Phase 3 Step 7 Achieve Change Develop a Work Plan Step 8 Set Benchmarks for Success Step 9 Implement and Assess
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