Developing a Communication & Advocacy Campaign

Presented byLinda Mowad, RN, ACS Volunteer

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Agenda

Situation Analysis Goals and Objectives Designing & Implementing a Media

Campaign

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Situation Analysis

Collect and evaluate data Assess strengths, weaknesses,

opportunities, and threats Identify consequences Concentrate on major findings

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Goals and Objectives

Develop clear, measurable objectives Develop strategy based on objectives Goals and objectives should be

specific, attainable, measurable Outputs and impacts Strive for objectives at the highest

level that can be attained and measured

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Designing and Implementing an Advocacy Campaign

Audiences Messages Channels & Events Opposition Spokespersons Timing & Timetable Resources

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Audiences

Target marketWho do you need to reach?What is their attitude?What do they watch, read, or

listen to? Opinion elites

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Messages

Clear Direct Relevant

Timely Memorable Honest

Message should be consistent with the objective

A campaign message should communicate the problem, the solution, and a ‘call to action’

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Channels & Events

Face-to-face Group delivery Organizational

Mass media Community A combination

What other campaigns have been successful in engaging the media recently?

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Opposition

Who are they and why are they opposed?

Plan a response Always use facts that are

substantiated Mobilize support

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Spokespersons

Identify respected individuals or organizations, important figures

Authority Expert Celebrity Constituency Human interest Platform

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Timing & Timetables

Create a timeline and plan around it Know the process to achieve your goal Develop a timeline based on desired time for exposure Consider national and international holidays

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Assess Resources

What is greatest area of need? What activities will answer these needs? What resources are available?

Staffing and other ‘people’Funds and in kind servicesInformationTime

What are the barriers?

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What to Avoid

You don’t have clear targets You don’t integrate your campaign with other activities You don’t have enough funding

Case Examples

Country Group Activity:

Developing a Media Campaign

Break

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Country Groups Report