ad advocacy workshop national network for children sofia, bulgaria 29-30 june 2010
TRANSCRIPT
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AdAdvocacy Workshop National Network for Children
Sofia, Bulgaria29-30 June 2010
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day
1
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what is advocacy?advocacy is……
influencing to change• knowledge, attitudes and behaviour
(in relation to your issue)
• policy• practice
Addressing differences in POWER
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what advocacy IS NOTconcept target audience objective how do you
measure success?behaviour change – information, education and communication
individuals or groups
raise awareness, increase understanding
change in knowledge or skills
Public relations consumers, donors, general public
improve brand recognition
improved public perception, increased donations
community mobilisation
Community members & leaders
community empowered to take action
issue-specific process and outcome indicators
Advocacy Public institutions and policymakers
change in policies, practice & funding
desired changes achieved
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the different levels of advocacy…….
Inter-personal
Family
Community
Provincial/District/Local Government
National
Regional
Int'l
e.g. hand-washing, anti-smacking
e.g. who works, who goes to school
e.g. social rules about breastfeeding
e.g. provision of alternative basic education to pastoralist children
e.g. health, education, food security and child protection policies
e.g. child trafficking policies, early warning systems
e.g. International MDGs conference
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rights based advocacy
naming the right•defining nature of right•identifying violations•incorporating into law
assuring it is enjoyed•making duty bearers and violators accountable•seeking justice for victims•making the system responsive
achieving broad acceptance•changing behaviours and values•engaging the public as citizens
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advocating for child rights
example of a definition……
Acting with and on behalf of children to influence the policies and actions of othersto improve the fulfilment of child rights
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what role for NNC and its members?
• you can advocate with children and their families
• OR with your support, they can advocate for themselves
• OR you can advocate for them, on their behalf
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advocating in a network
challenges• co-operation is time-consuming
• may be hard to agree objectives
• may have to compromise
• can lose distinctive identities
• conflicting agendas
• opponents can exploit differences
• some organisations may dominate
benefits• link work on different levels
• common voice – powerful
• wider base, wider audience
• more resources
• more skills and expertise
• strengthens civil society
• build capacity of others
• unity, solidarity
• avoid competition
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some tips for making it work…….• consensus on shared priority (overarching)
issues• shared change objectives• joint advocacy asks• joint advocacy strategy• transparent co-ordination mechanism• thematic steering groups with clear
responsibilities• continuous monitoring and information sharing
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the advocacy cycle
develop clear messages
select influencing influencing strategies set change objectives
know who can make change happen
identify the Issue(problem analysis)
develop &implement plan of action
understand the context(political analysis)
gather evidence
M&E
involve children
mobilise resources
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understanding the context (1)
understanding power dynamics
visible power formal rules and structures
hidden power who really controls agenda
invisible power values, norms, beliefs, social hierarchy
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understanding the context (2)
political analysis entails understanding
• how policy issues are identified• how policies are formulated and implemented• both formal and informal processes • roles, responsibilities and balance of power of
institutions and individuals• how, when and where to act to achieve maximum
impact
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setting change objectives
a change objective defines concretely
• what will be accomplished • with whom • how • in what period of time
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SMART objectives
Specific MeasurableAchievableRealistic Time-bound
• tip: objectives should be change-oriented, not activity oriented
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exercise: critiquing objectives (1)
original objectives
1. To mobilise and educate women and law enforcement agencies by the year 2001.
2. Improve health service delivery in rural areas in order to reduce child mortality.
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exercise: critiquing objectives (2)
1. Rural women involved in savings clubs in three villages will have been educated about domestic violence and their rights with regard to family law. They will be able to form violence prevention groups at the community level within thirty months.
2. By 2011, 50% of children in five locations in the country will be covered by high-quality essential health services (where the constituents of essential health services are defined and agreed benchmarks used to assess quality).
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day
2
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recapping SMART objectives
Specific MeasurableAchievableRealistic Time-bound
• tip: objectives should be change-oriented, not activity oriented
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who can make change happen?
a stakeholder analysis is useful to: • identify who is interested in your issue (targets
& influentials)• better understand their interests & attitudes• identify allies & opponents • assess who should be involved when
tip: find out what they know and really care about
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influencing your targets
inform
inform
persuade
move to action
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advocacy approachesapproach your role advantages disadvantages
co-operative:working with the government to find solutions
insider •develop relationships•gain trust
•compromise values•exclude discordant voices
confrontational:forcing an issue onto the agenda
complete outsider
•higher profile•strong leverage•freedom of action
•damage future relations•marginalised, radical• lose funding
persuasive: presenting evidence in order to sway your targets
critical insider
•more open minded•less aggressive•conducive to forging alliances
•Are you perceived as just “sitting on the fence”?• Less sharp and ‘shocking’ messages for campaigning
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knowing your audiences
Number of people
Complexity of message
Level 1: General public, new supporters, children
Level 2: Committed supporters, volunteers (no brief)
Level 3: Volunteers, campaigners journalists, All staff
Level 5: Specialist contacts, eg MPs, correspondents
Level 4: Opinion formers, NGOs, Trustees
Simple
ComplexTargeted audience
People join the funnel at any level.
The aim is to push people into the “knowledge funnel”: moving their knowledge up the levels in time
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developing clear messages• keep it simple
• put your ‘frame’ around the issue (highlight your perspective)
• use information that will be locally relevant
• use clear facts and numbers creatively
• allow your audience to reach their own understanding
• present a solution if possible
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the one-minute message
statement the central idea of the message
evidence supports statement with accessible facts and figures
example adds a human face to the message
action what you want the target to do
desired
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conveying your messages
source whom will the audience find credible and respond to?
format which ways are more appropriate to reach specific audiences?
timing which is the best time to deliver your message?
place what location can enhance your credibility & political impact?
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lobbyingwhat? 1:1 communication with key targets
and influentials how? visits, briefings, conversationswhy? to educate and convince them
to support and advance your agenda
ultimately you have tomake your problem their problem
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preparing for a lobbying visitbefore • set objectives for the meeting • rehearse difficult questions and responsesduring• introduce yourself, the issue and the solution• communicate clearly what action you want your target to take• say that you are willing to help with information and support• do not avoid controversial topics but remain calm• try to get a commitment from the decision-makerafter• make notes and evaluate your visit with colleagues• send a thank you note
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lobbying politiciansdo• face-to-face meetings• use clear messages and ‘killer’
facts• share ‘cutting edge’ research &
reports• establish yourself as the expert• show them you know how the
process works• win over their assistants• provide concise, relevant, to the
point input• always be available
don’t• go in if you haven’t done your
homework• try too hard….• impose your views• fudge it if you are not saying
anything new…..
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