© 2008, Johns Hopkins University. All rights reserved.

ADVANCE FAMILY PLANNING

SPITFIRE SMART CHART™TRAINING WORKSHOP

PresenterWorkshop Location

Date

SMART chart reprinted with permission from Spitfire Strategies

Workshop Objectives

Note to Trainer: Choose from list below in notes section and present with bullets

Objective

Objective

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Rules for Advocacy Planning

Start with the issue to address

Go in order—systematic, disciplined approach

Make choices—focus on limited number of things

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Laws of Effective Advocacy

Perception vs. fact

Repetition & consistency

Targeted to Decisionmakers

Rural Women Await Village Health Team4

Smart Chart™ Strategic Approach

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STEP 1: Program Decisions

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STEP 1: Program Decisions

Goal

What do you want to achieve long term?

Objective

What is the first step to take toward your goal?

Decision maker

Who can act to make your objective a reality?

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STEP 1. Program Decisions Setting Objectives—Think SMART™

S pecific

M easurable

A ttainable

R ealistic

T ime-bound

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STEP 1: Program DecisionsObjectivesGoal

Feeling unfit

Feeling unfit

Join a gym

Join a gym

Recruit a team to climb

with me

Recruit a team to climb

with me

Climb Mt.

Everest

Climb Mt.

Everest

Get 10 global

corporate sponsors

Get 10 global

corporate sponsors

Get friends

to exercise with me

Get friends

to exercise with me

NOW 1ST 2nd 3rd 4TH GOAL Objective Objective Objective Objective

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STEP 1: Program DecisionsWho Makes the Policy Decision?

Who has the power to help reach your goal?

Who can ensure that contraceptive supplies and services are available?

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STEP 2: Context

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Money

Staff & Volunteer Time

Expertise

Spokespeople

Relationships

Allies & Coalitions

Communication Channels

STEP 2: Context Internal Scan—What Do You Control?

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STEP 2: Context—Internal Scan

What do you control?

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Planned Events

Opposition

Competition

Audience Perceptions

Media Coverage

External Forces

STEP 2: Context External Scan—Outside Influences

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STEP 2: Context—External Scan

Outside Influences

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STEP 2: ContextDefine Your Position

Frame

Fortify and Amplify

Reframe

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STEP 2: ContextPosition 1—Frame Your Issue

Take this approach when

No current discussion exists

Few people have relevant knowledge

Few misperceptions exist

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STEP 2: ContextPosition 1—Frame Your Issue

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STEP 2: ContextPosition 2—Fortify or Amplify Your Issue

Take this approach when

The debate is already in motion

The terms of the debate are favorable

People agree with you

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STEP 2: ContextPosition 2—Fortify and Amplify Your Issue

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STEP 2: ContextPosition 3—Reframing Your Issue

Take this approach when

There is no way to win within the existing

frame

It is time create space for a new, more

productive conversation

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STEP 2: ContextPosition 3—Reframing Your Issue

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STEP 2: ContextTarget Your Audience

Who must you reach to achieve your objective?

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STEP 2: ContextWho Controls the Budget?

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STEP 2: ContextTarget Your Audience

Share knowledge

Build will

Reinforce action

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STEP 2: ContextSharing Knowledge

Does not know information

Knows but does not care

Knows but does not believe

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STEP 2: ContextBuilding Will

Know what the barriers are

Stay in the comfort zone

Make the reward bigger than the risk

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STEP 2: ContextReinforcing Action

Celebrate winCelebrate win

Congratulate and thankCongratulate and thank28

STEP 2: ContextCore Concerns

What does she care about?

What are her values?

How do we connect?

What will it take to get her attention?

Parliamentarian

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STEP 3: Strategic Choices

Audience Target

Who must you reach?

Readiness

Where is your audience on your issue?

Core Concerns

What existing belief or value can you tap into with your audience? What existing belief might be a barrier?

Theme

What theme will guide messaging that reinforces the core concerns?

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STEP 3. Strategic ChoicesThe Approach

Theme

Message

Messenger

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STEP 3. Strategic ChoicesThe Approach

Theme

Message

Messenger

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STEP 3. Strategic ChoicesThe Approach

Theme

Message

Messenger

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STEP 3. Strategic ChoicesThe Approach

Theme

Message

Messenger

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STEP 3: Strategic ChoicesThe Approach

Source: Population Reference Bureau ,www.prb.org

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STEP 3. Strategic ChoicesMessage

Target Audience

Target Audience

AskAsk

ValueValue

BarrierBarrierVisionVision

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STEP 3. Strategic ChoicesMessage Box

Target Audience

Target Audience

AskWhat one, specific thing

to do?

AskWhat one, specific thing

to do?

ValueMake your audience nod back at you in

agreement

ValueMake your audience nod back at you in

agreement

Barrier(a.k.a. Overcome the

Barrier)

Barrier(a.k.a. Overcome the

Barrier)

Vision“So, what?”

What the world will look like if your audience acts

Vision“So, what?”

What the world will look like if your audience acts

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STEP 3. Strategic ChoicesMessage Box Example

Target Audience

Target Audience

AskCreate a contraceptive budget line item in the Mid-term Expenditure

Framework

AskCreate a contraceptive budget line item in the Mid-term Expenditure

Framework

ValueImproving maternal health is critical to

achieving the MDGs

ValueImproving maternal health is critical to

achieving the MDGs

BarrierBy meeting unmet need for family planning you save lives and resources and

achieve the MDGs

BarrierBy meeting unmet need for family planning you save lives and resources and

achieve the MDGs

VisionInvesting in family planning leads to achieving MDGs

VisionInvesting in family planning leads to achieving MDGs

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STEP 3. Strategic ChoicesMessages

Does the message reflect core concerns?

Does it overcome—not reinforce—barriers?

Is the ask in the audience’s comfort zone?

If not, does the benefit offered outweigh the risk?

Does the message offer a vision or emphasize a personal reward?

Does it convey hope toward success?

Is it consistent with the theme throughout?

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STEP 3. Strategic ChoicesFour Sins of Messages

Boring!

Enough already!

Statistical overload

Lack of interesting story

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STEP 3. Strategic ChoicesMessengers

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STEP 3. Strategic Choices

Decisions to make

Message Key points for each target audience

Messengers Who will best connect ?

Who is their social reference group on this issue?

Can you show a trusted leader taking action?

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STEP 4. Advocacy ActivitiesTactics

Policy briefs

Briefings One-on-one meetings Focus events

Policy briefs

Briefings One-on-one meetings Focus events

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Step 4. Advocacy ActivitiesTimeline

Natural opportunities

Forced opportunities

Unexpected opportunities

Planned events

Natural opportunities

Forced opportunities

Unexpected opportunities

Planned events

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Step 4. Advocacy ActivitiesAssignments and Accountability

Which person in which organization will be responsible for making an activity happen?

How will you manage activities, monitor progress, and hold everyone accountable?

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Step 4. Advocacy ActivitiesBudget

How much does it cost?

Who will pay?

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Step 4. Advocacy Activities

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STEP 5: Measurements of Success

Outputs

What you did

Outcomes

What you achieved

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STEP 6: Final Reality Check

Doable

Look for inconsistency

Test assumptions

Integrate into overall plan

Review progress regularly

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For more information onSpitfire Strategies™

http://www.spitfirestrategies.com/

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Additional Resources

MESSAGING EXAMPLES

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Briefers and Messaging

Too Many Messages

Effectiveness of Community-base Distribution of DMPA

•Method effectiveness•Correct and consistent use•Procurement and supply chain challenges•Management of side effects by clients and providers•Client record information to locate clients•Limited HR capacity•Missed injections•Pregnancy•Diabetes

Briefer Example - Before

Briefer Example- After

Additional Resources

PHOTO BANK

ALTERNATE SLIDES

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Step 1: Program Decisions

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Step 1: Program Decisions

STEP 2: Context

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STEP 3. Strategic ChoicesThe Approach

Theme

Message

Messenger

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STEP 2: ContextPosition 1—Frame Your Issue

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STEP 2: ContextPosition 3—Fortify and Amplify

VictimsVictims

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ExploitersExploiters

STEP 2: ContextPosition 2—Reframing Your Issue

CriminalsCriminals

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STEP 3. Strategic ChoicesMessengers

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Step 4. Advocacy ActivitiesBudget

How much does it cost?

Who will pay?

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