Focusing on Action, Advocacy & PSE Change

SAH Action Institute Houston, TXApril 27, 2010

Frances D. Butterfoss, PhDCoalitions Work

Overview

• Prioritizing populations & strategies

• Implementing strategies

• Types of advocacy

• Developing an advocacy team & strategies

A word by any other name...

• Network• Advisory Group• Task Force • Alliance• Consortium• Partnership• Coalition

Group of individuals representing diverse organizations or constituencies who agree to work together to achieve common goals

(Feighery & Rogers, 1990)

Grasstips – traditional leaders & groups in power

Grassroots – local, emerging community leaders & groups

Community Ownership of Coalition

Engage community partners to: •Define issues•Identify solutions & resources •Plan & implement strategies

Strength in Numbers

Strength in Relationships

Strength in Diversity

Strength in Resources

Focus on Action

Ideal Coalition Activities

• Resource identification, development, dissemination

• Addressing gaps in service/education

• Collaborative tasks

• Communication campaigns – public awareness

• Systems Change

• Advocacy

2 X 2 Prioritization Matrix

More Important Less Important

More Changeable

High priority for coalition focus

Low priority except to show change for political reasons

Less Changeable

Priority for innovative approach

No priority

Green & Kreuter, 1999

∙ Who is directly affected by issue?

∙ Who has similar interests or concerns?

∙ Who has vested interest/concern in outcome?

∙ Who is respected or powerful in community?

∙ Who has acted on issue before or might later?

∙ Who can help you reach potential members?

Brown, 1984

Choosing Priority Population(s)

Focus on Promising Practices

• Choose promising or proven strategies rather than comfortable or easy ones

• Network w/other coalitions – find out what works

• Imagine & develop innovative solutions

Ensure Project SuccessEnsure Project Success• Develop resources to carry out projectDevelop resources to carry out project

• Ensure strategy has support from staff,Ensure strategy has support from staff, partners, leaders & communitypartners, leaders & community

• Assess barriers to implementation Assess barriers to implementation

• Identify tasks (staff, space, materials & Identify tasks (staff, space, materials & equipment); set up management systemequipment); set up management system

• Adjust strategy as needed Adjust strategy as needed to fit population/conditionsto fit population/conditions

Check it Out!

Can you share an example about an effective PSE change strategy that your coalition implemented ?

Focus on Advocacy

3 Types of Advocacy

• Reactive: Position ourselves to impact policies proposed by elected officials

• Responsive: Support policy-related effort of partners or other coalitions

• Proactive: Develop priority agenda & steps to advance it

Reactive –“Be Prepared”

• Birmingham, AL City Council appropriated $11.6 million to repave streets

• Health Action Coalition submitted proposal to Council to stripe inner lanes to minimum width to make room for future bike lanes

Responsive – “Bubble Up”

CINCH child health

coalition supported

Virginians for a

Healthy Future,

American Heart, Lung &

Cancer Societies to

advocate for tobacco tax

increase (2006, 2009) &

restaurant smoking ban

(2009)

Proactive – Build a Base

PIV immunization

coalition contacted

state lawmakers, Merck

lobbyists, sent email

alerts & attended rally

at state house to foster

passage of HPV law

(2008)

YES HPV

Effective Coalition Advocacy works when…

• Cause or issue is ‘right’

• Members represent power in numbers

• Issues, opposition & climate of opinion about issue is well researched

• Members are skilled in using advocacy tools (including media)

• Effective strategies/tactics are chosen

The Advocacy Team• Visionaries – challenge, take risks, rethink priorities

• Strategists – clarify vision, anticipate obstacles, keep efforts on track

• Statespersons – authoritative, politically savvy negotiators who elevate cause

• Experts – knowledgeable & lend credibility

• Movement Builders – recruit new members, promote inclusiveness & resolve conflict

• Sparkplugs – agitators who energize campaign; hold people in power accountable

• Communicators – translate complex data/policy into simple, powerful messages

Developing an Advocacy Strategy

• Define advocacy objective early

• Choose issues that compel people to get moving, but are realistically achieved in 1-2 yrs

• Be a resource - build relations/access to decision makers

• Use strategies that require least effort & confrontation, but still “get the job done”

Advocacy Institute, 2005

Developing an Advocacy Strategy

• Learn access/pressure points to influence/move those who have authority to give coalition what it wants

• Understand the opposition

• Choose mix of messengers: Authentic voices, technical experts, power brokers

• Translate legislative procedures to partners

• Share credit for victory

Advocacy Institute, 2005

Community Resource Inventory

Partners Potential Partners

What Are They Doing?(or what could they be doing on issue?)

Contacted? Who is already working on issue in your community?

Advocacy Partner Power GridClarify power of potential partners - Identify

valuable allies

Type of Power Power Appraisal: A lot of it or not?

Example

Members: How many members?

Money: Will they donate money to your issue?

Credibility: Do they bring special credibility?    

Appeal: Do they have special appeal?    

Network: Are they part of large, organized network?    

Reputation: Do they have reputation for toughness?

   

Skills: Do they have special skills?    

Newsworthy: Are they particularly newsworthy?    

Other:    

• Virginians for a Healthy Future, ACS, ALA, AHA & CINCH tobacco tax increase (2006, 2009?) & local restaurant smoking bans (2009)

• PIV’s Human Papilloma Virus

Vaccine Law (2008)

Advocacy

YES HPV

Coalition Advocacy Resources

• Butterfoss, FD. Coalitions and Partnerships for Community Health. San Francisco, CA: Jossey-Bass, 2007.

• The Community Toolbox - http://www.ctb.edu

• Democracy Center Advocacy Training & Resources - http://www.democracyctr.org/advocacy/index/htm

• APHA Media Advocacy Manual – http://www.apha.prg/about/news/mediaadvocacy.htm

• Alliance for Justice - www.afj.org

• The Advocacy Project - www.advocacynet.org

Check it Out!

What steps will you take to build an advocacy effort with your coalition?

Summing it Up

• Take advantage of your coalition’s strengths in focusing on action & advocacy

• Choose strategies that mesh with your mission & are likely to change behaviors, policy, environments & systems

• Choose at least one major policy change & make it part of your annual action plan

“Be the change you want to see in

the world.”

Mahatma Gandhi

1869-1948

Frances D. Butterfoss, PhD, MSEd (Fran)President, CoalitionsWork 1109 Moore House Road Yorktown, Virginia 23690 757-898-7454 work (phone & FAX)757-206-5520 cell fran.butterfoss@coalitionswork.com Emailhttp://www.partnershipswork.com/Website

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