TOOLS FOR ADVOCATING CHANGE

3. Creating an Advocacy Strategy

Description of the Tool

This tool has two parts: part one provides a short background on elements of an advocacy strategy and sample advocacy strategies; part two is a process to assist you in creating your own advocacy strategy to meet your needs and situation.

When to Use it?

  • When you want to challenge existing practices, ideas and the distribution of power and resources
  • When you need to plan how you are going to bring about the changes necessary in order to make sport fairer for girls and women.

Format

Part One can be used as a simple handout or small presentation to help people understand advocacy. Part Two is a process outlined on a work sheet. The process may be modified and used however is most appropriate in your circumstances.

Tool

1a. Ten main elements of successful advocacy strategies

  • Clearly defined issue (what is the problem) with specific goals identified (what do we want to change)
  • Realistic timeframe to reach goals
  • Assessment of the environment in which the issue exists, e.g., other issues, legislation, priorities of decision makers
  • Detailed and defendable arguments based on facts and testimony (see Tool #1: Building the Case)
  • Coalitions with other groups interested in the same issue (see Tool #4: Building Coalitions and Partnerships)
  •   Knowledge of the opposition and the arguments they use
  • Awareness of barriers to the success of the strategy, including time, lack of resources, and lack of power or access to decision makers
  • Identification of who you want to reach in order to change the situation
  • Clear and consistent messages
  • A process for monitoring and evaluating the advocacy effort.

1b. Sample Advocacy Strategies
  • Education: focus on raising awareness of the issue (see Tools #1 and #2)
  • Media: initiatives to shape public opinion using media stories, articles and testimonials
  • Campaigns: collective efforts to seek change using many partners
  • Public Policy: influence government policy makers (see Tool #9)
  • Law Reform and Legislation: effort to bring about changes in existing laws or introducing new laws

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Part 2. Creating An Advocacy Strategy

Step One: Getting Started

What is the issue we want to focus on? (define clearly)

 

What are the facts?  

 

What is the environment like for promoting change, e.g., other priorities?

 

Whom does the issue affect? 

 

Who else may be willing to help assist?

 

 

Step Two: Planning Your Strategy

What exactly do we want to achieve? (state your goals)

 

What are the barriers that may prevent us from accomplishing these goals?

 

Who do we need to influence to reach the goals? 

 

Why should they change their attitudes or behaviours?

 

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Step Three: Developing and Communicating the Message

What is the best way to reach those we want to influence? (how, when and where) 

 

Prepare the tools needed to reach those we want to influence, e.g., fact sheets, meeting agenda, and media stories.

 

Test the tools to make sure they accomplish what we want.

 

Implement the process we have developed. 

 

 

 

Step Four: Evaluating Results

What did we accomplish? Were our goals met?

 

What worked and what did not?

 

Are there other people we can influence with this approach?

 

How will we share the benefits of our experience with others?

 

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