witness curriculum 1-powerpoint-setting ground rules and feedback sessions-2011
DESCRIPTION
TRANSCRIPT
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.
Session Objective
Review why clear objectives areimportant.
Understand how the SMART approach works and ways to evaluate objectives.
04/10/23 WITNESS.org 2
Why is setting clear objectives important?
04/10/23 3WITNESS.org
Setting Objectives: Considerations
Advocacy = being strategic to leverage power and resources
Set short, medium and long-term objectives
Look to outputs, outcomes and impacts
04/10/23 4WITNESS.org
Obstacles to Campaign Success
• Unrealistic goals• Unclear objectives• Unrealistic timeline• Not knowing the audience(s) – or
having an unrealistic audience selection
• Failure to innovate• Vague or bland messages • Poor monitoring & evaluation
04/10/23 5WITNESS.org
Challenges and Solutions
In your experiences, what have been the biggest challenges in setting
clear objectives?
How have you worked to change this?
04/10/23 WITNESS.org 6
SMART = a set of criteria used to define objectives
Why use SMART?
ClarityFocusStronger connection to your goalAccountability and transparencyBetter evaluation and learning
04/10/23 WITNESS.org 7
SMART Defined
• Specific• Measurable• Achievable • Realistic• Time - bound
04/10/23 WITNESS.org 8
Outlining SMART Objectives
Not SMART One Reason Why
We will create a video about accountability for environmental issues in Brazil
Unspecific
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
Unrealistic
We aim for the recommendations outlined in the video to be adopted soon
No time frame
Make it SMARTSMART 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
04/10/23WITNESS.org
10
Evaluating Objectives is Critical
To evaluate objectives as the campaign moves along, use indicators:
- to measure progress- to measure impact- to determine how to
adjust to external changes along the way
04/10/23 WITNESS.org 11
Sample Indicators
•Number of government officials publicly supporting recommendations in video•Number of screenings to high-level members of target audience•Statistical evidence of change in actions or behavior toward affected populations in video•A quantifiable change in the frequency and type of media coverage on video & issue
04/10/23 WITNESS.org 12
Keep it SMART
• Make sure your objectives are: • Specific • Measurable• Achievable• Realistic• Time-bound
• Evaluate objectives• Set indicators to measure success
04/10/23 WITNESS.org 13
SMART Exercise
• Review Reference Sheet: The Story of the Communities
• Complete Worksheet: Practice Writing SMART Objectives and rewrite objectives to be SMART
• Be prepared to share with the group
04/10/23 WITNESS.org 14
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.