Advocacy and policy processes

Andrew Chetley

Communication Director

MeTA Secretariat

Civil society workshopJinja, UgandaApril 2009

What is advocacy?

Process to: influence policy and decision makers, fight for social change, transform public

perceptions and attitudes, modify behaviours, or mobilise resources. (GAVI) use information strategically to change policies that affect the lives of

disadvantaged people. (BOND) change attitudes, actions, policies and laws by influencing people and

organisations with power. (India HIV/AIDS Alliance, 2002) change the policies, positions and programmes of any type of institution and

plead for, defend or recommend an idea before other people. (SARA Project) speak up, draw attention to an issue, win the support of key constituencies in

order to influence policies and spending, and bring about change. (WHO TB Programme)

Advocacy is about influencing or changing relationships of power (World Bank)

Whose voices are heard?

Representation: speaking on behalf of the voiceless (for)

Mobilisation: encouraging others to speak with you (with)

Empowerment: supporting the voiceless to speak for themselves (by)

Advising, advocacy, lobbying and activism

Evidence/Science based

Confrontation/Outside track

Cooperation/Inside track

Interest/values based

Advocacy

Lobbying Activism

Advising

Policy briefings(eg: SCF, WHO)

Direct action(eg: TAC)

Company lobbying (eg: IFPMA, GSK)

Mobilising support(eg: HAI, MSF)

Based on ODI’s RAPID methodology

Advocacy strategies

Desired change

Who?Identify & define

relationships; influencers;

decision makers

What?Identify knowledge gaps:

What research exists?What needs to be tested?

What new knowledgeis needed?

How?Identify opportunities;

Prepare communication tools & engagement strategies

Planning an advocacy strategy

1. First, consider what evidence you are working with and the message it communicates. What is the story that you are trying to tell or communicate? If successful, what are the implications for policy change? This is the policy objective and message.

2. Second consider the audience you are targeting. Who, in government and among opinion leaders, do you need to tell the message to and whose decisions do you need to influence. Where are the supporters, entry points and policy hooks and opportunities you can hang your proposals on in a timely and focused manner? Where are your detractors?

3. Third, consider how to promote the message to the audience. How can the information best be delivered? How should the message be packaged? Who should deliver it and in what context? What alliances can you develop, mobilise or organise? When is the best time to promote it?

Identify influencers

Who makes decisions? How are decisions made? What is the time-frame? What are key moments?

– preparation is critical – understanding the rules of the game enables you to

become a player.

Get to know decision makers Who are they? Are they accessible? Do they know you and your purpose? Do they hear from you regularly? What can you do for them?

Information Access to your group Press coverage for positive action

Who’s involved and what needs to happen with them?

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Identify allies and helpful experts

Look at different levels of influence Look at those who partially share your views Look at different roles

the expert witness the popular hero the powerful voice

Identify and understand your opponents

Who are they? What are their reasons? What are their interests? What strategy are they likely to adopt? Can you dialogue with them? Do you have good counter-arguments?

Build a strong case

Anticipate counter arguments

Select useful facts and examples

Formulate goals carefully

Deal positively with criticism

Context, evidence, links framework

Based on ODI’s RAPID methodology

Promotion mix for advocacy

1. Protest, activism, direct action 2. Public education, awareness raising and mobilisation 3. Litigation as a form of rights-based advocacy 4. Persuasion, lobbying often involving high-level networking for

policy influence 5. Action-research and model programmes, often with a strong

evaluation function to learn lessons, demonstrate how policy change can work

6. Coalition, constituency and campaigning / influencing network building

7. Public relations and communication (sometimes including advertising and marketing) and publications

8. Working with media 9. Citizen engagement, consultation, participation and consensus in

decision-making and policy delivery.

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Key differences between scientific and advocacy communication

Science Detailed explanations useful Extensive qualifications needed for

scholarly clarity Technical language adds clarity & precision Several points made in a single paper Be objective & unbiased Builds case gradually towards conclusions Supporting evidence vital Hastily prepared research can be

discredited Having celebrity support is irrelevant Many people believe science is objective

Advocacy Simplification preferable Extensive qualifications blur messages Technical jargon confuses people Limited number of messages is essential Present a passionate, compelling argument

based on fact State conclusions first; then support Too many facts and figures overwhelm the

audience Quick, accurate, preparation & action are

needed to take advantage of opportunities Celebrity support may help Many believe political truth is subjective

Multi-stakeholder processes

Equity – equal right for all to be at the table Transparency – openness and honestry in working

relationships (a systematic sharing of information) Mutual benefit – everyone contributes, everyone

benefits (looking for win-win situations) Dialogue, not debate – listening, learning, sharing

approaches, experience and ideas Agreed action – not on everything, but on what is

possible

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More information

www.medicinestransparency.org www.asksource.info

(Source is an international information support centre which strengthens the management, use and impact of information on health, disability and other development topics.)