Advocacy Strategy Development Workshop

Sheila AshMSA – Nigeria, February 2013

INTRODUCTIONSection 1

Course objectives

1. To develop a shared understanding of advocacy, why it is done and how

2. To introduce the advocacy framework3. To develop and understanding of how

advocacy can support FAHCI’s mission4. To develop the communications skills

needed for advocacy

Expected learning outcomes Participants will agree a working definition for advocacy, understanding

the distinctions between advocacy and related concepts such as IEC, community mobilization

Participants will be able to explain the benefits of doing advocacy work, some of the methods commonly used and everyday skills useful for advocacy work

Participants will have been introduced to and have practiced using a planning framework for advocacy work and how to develop an advocacy action plan

Participants will have gained some understanding of the how to identify and prioritise targets for advocacy action, understand the differences between targets and allies, and to identify advocacy resources

Participants will have been introduced to practical communications skills for advocacy such as Briefing Note preparation, face to face meetings or interviews, Press Release preparation.

AgendaTime Day 1 Day 2 Day 3 Day 4 Day 5

09:00 – 11:00

Welcome, Introduction, expectations, ground rules

What is Advocacy?Why do we advocate?How do we advocate?

Step 3 – Aims and objectives

The Advocacy message

Break

11:30 – 13:30

Introduction to the advocacy frameworkStep 1 - Issue selection

Step 4 – Identify your targetsStep 5 Identify your allies Step 6 – Identify resources

Communications skills for advocacy - Briefing Note, meetings / interviews, Press Releases

Break

14:30 – 16:00

Step 2 – Gather and analyse information

Step 7 – Create and Action PlanStep 8 – (Implement) M&E

Communications skills for advocacy (continued)

Break

16:15 – 17:45

Policy Analysis Advocacy and FAHCI’s missionWorking in coalitions to achieve advocacy objectives

Workshop Summary, Evaluation and follow up

WHAT IS ADVOCACY?Workshop Session 1 (1.5h)

Session 1a - What is Advocacy?

Objective: to develop a shared understanding of what advocacy is

Outcome: participants will have agreed a working definition of advocacy for use during the workshop

What key words do you associated with advocacy?

Agree working definition of advocacy

Group work • Write a definition of advocacy• Place all definitions on wall• Group identifies common key words• Use these to generate common definition

Group agrees workshop definition

Discussion Topics

Which activities carried out by FAHCI can be described as advocacy?

How does our definition help us see the differences between advocacy and other activities?

How suitable is our definition for describing advocacy at local, national and international levels?

Commonalities

Change

People

Policies/law/practices/attitudes/actions

Example definitions “The term advocacy encompasses a whole range of

methods and approaches used to change those policies and practices, attitudes and behaviours that function as obstacles to development and poverty eradication. While technical support and the provision of services focus primarily on the manifestations of poverty, advocacy focuses on the causes of poverty and seeks change at this level. At its best, the process of advocacy should involve those people who are affected by the problems identified; increase cooperation between NGOs and other civil groups; and expand the space for open discussion between citizens, governments and institutions.” (ActionAid UK, internal paper for country programme staff)

Example definitions “Advocacy consists of actions designed to draw a community’s

attention to an issue and to direct policy-makers to a solution. It consists of legal and political activities that influence the shape and practice of laws. Advocacy initiatives require organisation, strategic thinking, information, communication, outreach and mobilization” (Human Rights Manual, Marge Schuler)

“Advocacy can be defined as action aimed at changing the policies, position and programmes of governments, institutions or organisations involving an organised, systematic influencing process on matters of public interest. In addition, advocacy can be a social change process affecting attitudes, social relationships and power relations, which strengthens civil society and opens up democratic spaces.” (Working for Change in Education - A handbook for planning advocacy, Save the Children Fund, UK)

Example definitions Advocacy involves different strategies aimed at influencing decision-making at the

local, provincial and national levels, specifically: • who decides – elections, appointments, ministers, boards of advisors, judges, managing

directors, etc. • what is decided – laws, policies, national priorities, programmes, services, budgets, etc. • how it is decided – accessibility of information, consultation and/or involvement of people in

decision-making, responsiveness to citizens/stakeholders, accountability for decisions (The Action Guide for Advocacy and Citizen Participation, Lisa Veneklasen, forthcoming)

Put simply, advocacy means fighting for our rights. Advocacy includes figuring out how bureaucracies and systems work, and fighting decisions that deny us things we are legally entitled to – protection from discrimination, access to social assistance and health care, fair treatment by the justice system, etc. Advocacy also includes lobbying organizations, institutions, and various levels of government to change their rules and regulations that deny people the full economic, political, and legal rights set out in the United Nations' Universal Declaration of Human Rights.

(Transcend – Transgender Support and Education Society)

Example definitions

The term “advocacy” refers to the process of bringing about change in behaviours and attitudes, policies and practices with regard to a chosen issue. It is a long-term process, and it is an umbrella term that encompasses many other sub-terms and encapsulates many approaches and methodologies, including campaigning, lobbying, awareness-raising, mass mobilisation and other measures. (Defence for Children’s Advocacy Manual) http://www.defenceforchildren.org/files/gabriella/Advocacy-Manual-GC10EN.pdf)

Example definitions “Advocacy is a process to bring about change in the

policies, laws and practices of influential individuals, groups and institutions” Zimbabwe HIV/ AIDS Alliance

“Advocacy is an ongoing process aiming at change of attitudes, actions, policies and laws by influencing people and organisation with power, systems and structures at different levels for the betterment of people affected by the issue” India HIV/AIDS Alliance

“Advocacy is an action directed at changing policies, positions and programmes of any type of institution” SARA Project

FAHCI Working Definition of Advocacy

A process of influencing policy makers to enact and bring about change in policies, laws and practices towards effective decision making to better the lives of the society

Advocacy and related conceptsAdvocacy IEC Community

MobilizationOvercoming stigma and discrimination

What can it change? Policies, implementation of policies, laws and practices

Awareness and behaviour

Capacity of communities to identify and address their problems

Level of stigma and discrimination against people living with HIV/AIDS

Target group Decision makers, leaders, policy makers, people in positions of influence

Particular age group, gender, residents of an area etc

Members of a community

People who stigmatize or discriminate

Does it mainly target people who have influence over others?

Yes No No No

Typical indicators of success

Policies, implementation, laws or practices which enable improved HIV/AIDS prevention and care

% youth using condoms; changes in attitude to people living with HIV/AIDS

A community problem is solved; more people attend community meetings

Fewer workers dismissed because of HIV status; less cases of depression among people living with HIV/AIDS

WHAT ARE THE BENEFITS OF DOING ADVOCACY WORK?

Workshop Session 1b

Benefits of doing advocacy work Objective: by the end of this session participants will be

able to explain the benefits of doing advocacy work Group work - Think of examples of advocacy work• Why was advocacy used to solve the problem?• Is there anything advocacy can achieve that other methods

cannot? Exercise – You are to create a pretend advert for TV, radio or

newspaper or a short speech which persuades colleagues, other NGOs (not the public) of the benefits of including advocacy in their work

Outcome : participants understand the benefits of undertaking advocacy work

Group Work Exercise You are to create a pretend advert for TV, radio or newspaper

or a short speech which persuades colleagues, other NGOs (not the public) of the benefits of including advocacy in their work

As a whole group discuss the benefits of doing advocacy as identified in the adverts etc• What does advocacy offer to your organisation that you do not

already have?• Is there anything that advocacy can achieve that other methods

cannot achieve?• Were the adverts etc ‘selling’ advocacy or were they really selling

other things such as community mobilization, IEC?• If advocacy is so good, why do many organizations not do it?

Example

Why use advocacy? To achieve widespread, sustainable change To create a bigger impact than is possible with grassroots

programmes alone To try to make programme impacts more sustainable To defend communities and programmes from adverse policy

changes To strengthen civil society and expand democratic space by:

• encouraging consultation and the participation of citizens in all levels of policy-making

• building and strengthening cooperation between NGOs and other civil groups

• establishing through interactions with decision-makers the legitimacy and credibility of civil groups

HOW DO WE DO ADVOCATE?Workshop Session 1c

How do we do advocate?

Objective: to improve understanding of what advocacy is by identifying different possible methods

Group work exercise comparing methods used with family, friends, neighbours with those used with community leaders, government officials and government departments

Outcome: participants aware that advocacy methods used in their own lives can be applied to others

How do we do advocate? Many forms of advocacy – written , spoken, acted, sung Varies in time taken – 1 hour – several years On our own or with others Especially powerful if led by the people affected by the issue Must receive their permission if use methods which do not

directly involve them so we can legitimately advocate for them

Reactive advocacy – where issue already exists Positive advocacy - Set the agenda, use advocacy to create a

positive environment and to prevent an issue happening

Group Work Exercise

Make a list of the ways in which you have persuaded community leaders, government officials, government departments to change when an injustice or harmful practice has occurred

Make a list of methods you have used to persuade members of their families, friends or neighbours of their point of view on an issue they have felt strongly about

Group work discussion topics

Do your two lists overlap? If so, what does that tell us?

How do we decide which method to use? Which methods can be used for FAHCI’s advocacy

work? How can people directly affected by the issue be

involved in advocacy work? Or how can they give their permission for the advocacy work?

What are some example of proactive and reactive advocacy work?

ExampleHow we have pressurised community leaders, government officials and government departments

Ways we have pressurised our family members, friends and neighbours

•Phone in during a radio broadcast•Demonstration using dance and song•Inviting officials to special occasions•Boycotts of workplaces•Using celebrities

•Use of children as intermediaries•Boycott of food•Stop communicating and behave badly•Mediation

Reference: Adapted from advocacy skills workshop in Mutare, Zimbabwe, July 2001

THE ADVOCACY FRAMEWORKWorkshop session 2 (2h)

Session 2 - Introduction to the advocacy framework

Objective: to introduce the planning framework and to practise using it for advocacy work and for developing an advocacy action plan

Achieved by • Describing the 8 steps framework• Group work through the 8 steps

NOTE - Practice using the framework – the workshop is an “artificial “ environment without beneficiary participation

Outcome: Participants have gained key planning skills by practicing using the framework

Advocacy framework

Issue selectionStep 1

Gather and analyze information on the issueStep 2

Develop advocacy aims and objectivesStep 3

Identify your targetsStep 4

Identify your resourcesStep 6

Identify your allies and adversariesStep 5

Create and action planStep 7

Implement, monitor and evaluateStep 8

Step 1 – Issue Selection What is the problem / the issue we want to address

through advocacy? What is the situation in Nigeria? What do you want to achieve? What is your final goal? To what extent can advocacy help you achieve your goal? To what extent can this issue be solved by advocacy? To what extent would a solution to this issue help people

directly affected? Can people directly affected by the issue be involved in

the advocacy work?

ExampleCriteria

Issue Can this issue by solved by advocacy?

Benefits for people affected by issue

Possibilities to involved those affected

Totals

Hostel for children affected by HIV/AIDS

+++++ ++++ ++++ 13

Lack of shelter for PLWHA ++++ +++++ ++++ 13

Denial of treatment for PLWHA +++++ +++++ +++ 13

Lack of income generating projects for PLWHA

+++ ++++ ++++ 11

Lack of nutrition for PLWHA +++ +++++ ++++ 12

Social stigma against PLWHA ++++ +++++ +++++ 14

Discrimination against HIV –affected people in the workplace

+++++ +++++ +++++ 15

Reference: Adapted from an advocacy skills building workshop for HIV/AIDS work, India HIV/AIDS Alliance and International HIV/AIDS Alliance, India November 2001

Group work Exercise

Brainstorm some real issues of interest to FAHCI which could be addressed through advocacy at your assigned level

Create your own decision criteria, see Example Tool = Issue choice matrix ranking From your list of issues select the best one for

advocacy Groups pin flip chart paper on wall for display

Handout - Issue choice matrix

STEP 2 – RESEARCH AND ANALYSE THE ISSUE

Workshop Session 3

Step 2 – Research and analyse issue

Objective: to understand the issue and to identify 2-3 possible advocacy solutions and gather information that supports their analyses

Achieved by • Discussion of the importance of evidence• Group work exercise• Use of Cause and Effect Flowchart (Problem tree analysis) tool

Outcome: Participants will have developed a deeper understanding of

the issue Participants will have identified possible solutions Participants will know how to gather supporting information

“To change the world, we must first understand it”

Kofi Annanformer UN Secretary-General

Tool: Cause and effect flowchart Write issue in the middle of paper At top write Effects. At bottom write Causes Below the issue write as many causes as you can think of.

Causes can be people, organisations, attitudes, behaviour, lack of knowledge, poverty etc

Draw and arrow between each cause and the issue Find deeper cases by asking “What causes that cause?” Add deeper causes to causes via an arrow Write down as many effects as you can think of, connect each

with an arrow to issue Ask “What further effect will that have?” Add further effects, connect those to effects by arrows

Stigma against PLWHA in Gombahari rural area in Murambinda

Shorter life span No Disclosure Loss of self esteem

More orphans Unprotected sex Depression

Increased death rateStreet youth

No PLWHA has gone public Ignorance Silence of community

leaders

Fear

Lack of resources

Lack of information

Illiteracy

Lack of information on modes of HIV

transmissionPoverty

Culture does not allow people to discuss sexual

matters in public

Reference: Adapted from advocacy skills building workshop for HIV/AIDS, International HIV/AIDS Alliance, Zimbabwe, 2001

Example: Cause and Effect FlowchartEffects

Causes

Problem Tree

Root Causes

Causes Consequences & Solutions

Issue: Poor primary health care servicesCauses Consequences Solutions

Local Understaffed clinics Low morale amongst health workers (low wages, some poorly trained)

Inadequate healthcare high infant mortality high prevalence of infectious diseases Effect on productivity (GNP)

Educate people about their right to healthcare Grassroots advocacy to hold district level administration accountable

National Government has other priorities and poor who need healthcare most don’t make demands “Brain drain” of skilled personnel to North

Health given low priority in Poverty Reduction Strategy Health Minister has low status within Cabinet and lacks political clout Lack of trained doctors and nurses

Reform national health policy to emphasise primary and preventative care Increase health budget Increase pay and qualifications of basic healthcare providers

International IFI policies on user fees and privatisation

Persuade IFI’s to change policies regarding health care delivery (use economic and social arguments)

Reference: Adapted from Veneklasen and Miller, A New Weave of Politics, People and Power, 2002

Group work – Understand your issue

Each group analyses the causes and effects surrounding their chosen issue

For which causes could advocacy be a solution?• Upon completion of your cause and effect chart,

circle those causes that could be changed or improved with the help of influential people or institutions

Group work – Identify solutions

Use experience within the group or experience of others working on the same issue

Reverse a cause of the issue• Eg if one cause of stigma is the silence of

community leaders, then a solution would be the opposite i.e. for the community leaders to publicly voice support

Identify 2-3 solutions for your issue

Prioritise solutions Think about all the factors or criteria that would help

you to select the priority solution to address• Do we have the legitimacy to advocate for change?• Are we the most appropriate NGO to advocate on the issue?• Are others already addressing the issue?• Can we access the kind of information we need as evidence?• Can and should those affected by the issue be addressing the

issue themselves?• Do we have the skills, time and resources to achieve the

solution?

Criteria for strategic issues (1) Successfully addressing the issue will result in a real improvement

in people’s lives The issue is are significant/important to your mission and �

stakeholders and is consistent with your organisational priorities It is a ‘root’ issue that will block progress on other problems if not �

addressed –but dealing with it successfully will unlock possibilities for other changes

Work on the issue allows you to integrate programme and �advocacy work for greater impact

Successfully dealing with issue will magnify the impact of your �work

The issue fits your expertise, experience or analysis � Change can be achieved using methods you are comfortable with

Criteria for strategic issues (2) You know what it is you want to change, why it should �

change, and how it should change. There are opportunities/possibilities to make the changes �

needed Your supporters and donors will support your work on the �

issue Your partners and constituents (beneficiaries) believe the �

issue is important The risks involved in addressing the issue are manageable � Your organisation has a unique contribution to make on �

the issue and/or can bring added value to it

Discussion topic

Step 2 is Research and analyse issue• What is the purpose of gathering information?• To what use will this information be put?

Uses of information and analyses

To influence and inform To provide evidence for our position or those of

others To disprove statements by people who oppose us To change perceptions of a problem To disprove myths, rumours and false

assumptions To explain why previous strategies have not

worked

The Importance of Evidence It is important to provide

evidence of the causes and effects shown in your cause and effect flow chart

It shows you are knowledgeable about the subject

It gives you credibility It enables you to counter

opposition arguments

Statement

Evidence

Example

ExampleProblem : Stigma against PLWHA in Gombahari rural area in Murambinda

Advocacy Solution : Encourage community leaders to support PLWHA

Information / evidence needed Where / how to get it

List of community leaders District Administrator’s office; local churches and mosques; public meetings

Map of catchment area District Administrator’s office; draw own map

Case studies of stigmatised people PLWHA testimonials; NGOs; one to one interviews; meetings; records, publications

Numbers of people who are HIV+ Hospitals; Ministry of Health, National AIDS Control Programme; NGOs

Information around stigma/policy, law etc

National Network for PLWHA; one ot one interviews; analysing and influencing legislation

Group work – Research evidence

Complete the Information Researching table for 1 -2 solutions

What Information / evidence is needed? Where / how to get it?

Discussion topics

How can we involve those people directly affected by the issue when planning Steps 1 and 2?

What can we learn from our real life experiences of identifying advocacy issues and possible solutions?

Group work - feedback

Look at the work of the other group Give feedback Guiding question• How can the group improve its selected issue,

possible solutions and information gathering plans?

Think of 1 piece of advice for ANY NGO/CBO planning Steps 1 and 2 of their advocacy work

Handouts –(1) Documentation and information gathering skills(2) Advocacy in action Card 1 - Analysing and influencing legislation or policy

Management Strategies for Africa © 2013

POLICY ANALYSISWorkshop Session 3 (1.5h)

Session 3 – Policy Analysis

Objective: to demystify policy analysis Achieved by • Reviewing a policy

Outcome: by the end of this session participants will be able to identify at least 3 questions which are useful for analysing and influencing policy or legislation

Policy Analysis Understanding the effects of a policy or law, or its

implementation is required in order to advocate for improvement or implementation• “You cannot change what you do not understand”

Policies and legislation can be written or not• eg traditional laws/ customs• If their design and implementation is influenced by powerful

individuals/groups, then they can be challenged More difficult to analyse unwritten policies/legislation as

there may be disagreement on what it is

Group discussion

Group gives examples of policy and legislation at local, national and international level, written and unwritten

Why is analysing policy/legislation a useful skill for advocacy work?

Policy Analysis

Documents can be long, boring! Daunting! Skill of understanding them can be learned,

so practice it Involve beneficiaries, use drama and

problem trees to identify negative impacts and suggest solutions

Necessary to identify the precise parts / clauses you want to change

Analysis process

Read policy document Agree on what the policy is, or how it is implemented Use the questions to grasp its content• Who benefits from this legislation or policy?• Who loses?• What will be the consequences 5 years from now of

enforcing this?• How does the legislation or policy affect marginalized

groups? Identify areas on which you need more information Suggest how it can be improved, or implemented better

Important Questions to Ask

(What does the unwritten law/policy /tradition say?)

Who benefits from this legislation or policy? Who loses? What will be the consequences 5 years from

now of enforcing this? How does the legislation or policy affect

marginalized groups?

Reference: Adapted from Training for Transformation, Book 4 by Anne Hope and Sally Timmel, Mango Press, 2000

Additional Questions to ask Is this something ordinary people can understand? Who supports this law/policy, and why? How did this issue first come to the notice of decision

makers? What is the financial cost? Can it be enforced? If so, by whom, and how? What is the penalty if you don’t obey this law/policy? Does the law/policy violate the Un Declaration of Human

Rights or any other convention signed by you country? Is the law/policy consistent with your own country’s Bill of

Rights or Constitution?

Post group work discussion

How did you find the process of analysing the policy? Which individuals/groups/institutions are affected by it? How can you involved them in analysing it, to increase

your legitimacy? What are the differences between analysing written and

unwritten policies? At what stage in the advocacy process is policy ad

legislation analysis a useful skills? What advocacy methods can you use to influence the

policy/ legislation you have been analysing?

Policy analysis

Advantages Uses expertise of

NGO/CBOs in understanding how the lives of ordinary people are affected

Can encourage decision makers to work closely with NGOs

Changes can affect many people – large impact possible

Disadvantages Technical jargon frightening Difficult and time

consuming Even constructive criticism

can offend policy makers especially if polices took long time to develop, are politically sensitive. This can have negative impact on your organisation

Key ‘asks’ – messages

Your advocacy ‘asks’ come from the recommendations from issue research

The key ‘asks’ are simply your demands – the policy change that you want to achieve

They are tailored messages to persuade target audiences through selected channels

On Day 3 we will look at how to write and communicate those messages

RECAPPING DAY 1Day 2

Advocacy framework

Issue selectionStep 1

Gather and analyze information on the issueStep 2

Develop advocacy aims and objectivesStep 3

Identify your targetsStep 4

Identify your resourcesStep 6

Identify your allies and adversariesStep 5

Create and action planStep 7

Implement, monitor and evaluateStep 8