Steps in Developing Steps in Developing Advocacy CampaignsAdvocacy Campaigns

EEN Advocacy and Capacity Building Training EEN Advocacy and Capacity Building Training ProgrammeProgramme

Susan West Marmagas, MPHSusan West Marmagas, MPH

February 1, 2005February 1, 2005

Steps in Advocacy CampaignsSteps in Advocacy Campaigns

Creating an Advocacy CampaignCreating an Advocacy Campaign

Educating Policy MakersEducating Policy Makers

Organizing the Health CommunityOrganizing the Health Community

MediaMedia

Internet OrganizingInternet Organizing

Creating An Advocacy CampaignCreating An Advocacy Campaign

Define a health-based message on an Define a health-based message on an environmental issueenvironmental issue

Define the policy target or policy changeDefine the policy target or policy change

Define the key target audience(s) – physicians, Define the key target audience(s) – physicians, nurses, public health professionals, health care nurses, public health professionals, health care organizations, patient groups, hospitalsorganizations, patient groups, hospitals

Define the campaign partners, including Define the campaign partners, including environmental organizationsenvironmental organizations

Example: Example: Mercury and Power Plants in USMercury and Power Plants in US

Health-based Message: Mercury is detrimental Health-based Message: Mercury is detrimental to healthy child development. to healthy child development.

Policy Target: Regulation of mercury from Policy Target: Regulation of mercury from coal-fired power plantscoal-fired power plants

Key Target Audience: physicians and nursesKey Target Audience: physicians and nurses

Campaign partners: environmental Campaign partners: environmental organizations, health organizations, learning organizations, health organizations, learning disability community, teachers disability community, teachers

Educating Policy MakersEducating Policy Makers

Briefing paper on policy issue from a health Briefing paper on policy issue from a health perspectiveperspective

Talking points for health professionalsTalking points for health professionals

Tips for Individual meetings with EU MEPsTips for Individual meetings with EU MEPs

How to organize delegations visiting EU MEPs in How to organize delegations visiting EU MEPs in Brussels or in-countryBrussels or in-country

Example:Example:Mercury and Power Plants in USMercury and Power Plants in US

Fact Sheets on key issues: health effects, Fact Sheets on key issues: health effects, sources, mercury in fish, quick facts, sources, mercury in fish, quick facts, bibliographybibliography

Key talking points for advocatesKey talking points for advocates

Recommendations and tips for issues to Recommendations and tips for issues to discuss with staff of Members of US Congressdiscuss with staff of Members of US Congress

Organizing Lobby Days in Washington, DCOrganizing Lobby Days in Washington, DC

Organizing Health CommunityOrganizing Health Community

Medical Resolutions and/or Organizational Medical Resolutions and/or Organizational Policy StatementsPolicy Statements

Sessions at ConferencesSessions at Conferences

Organizing Health Leaders as SpokespeopleOrganizing Health Leaders as Spokespeople

Sign-on letters for leading health organizationsSign-on letters for leading health organizations

Example:Example:Mercury and Power Plants in USMercury and Power Plants in US

Policy Statements – American Public Health Policy Statements – American Public Health Association, American Academy of PediatricsAssociation, American Academy of Pediatrics

Sessions at APHA, Learning Disability Sessions at APHA, Learning Disability CommunityCommunity

Leading physicians in US working on mercury; Leading physicians in US working on mercury; role with the pressrole with the press

2000 physicians and nurse sign letter to US 2000 physicians and nurse sign letter to US CongressCongress

Media Media

Three Key MessagesThree Key Messages

Build Relationships with ReportersBuild Relationships with Reporters

Timely, New InformationTimely, New Information

Connection to Policy ClearConnection to Policy Clear

Press ConferencePress Conference

Press ReleasePress Release

OpEds, letters to the editorOpEds, letters to the editor

Example:Example:Mercury and Power Plants in USMercury and Power Plants in US

3 Messages3 Messages

Mercury is dangerous to children and Mercury is dangerous to children and newbornsnewborns

Scientific evidence is irrefutableScientific evidence is irrefutable

We can reduce mercury more and sooner We can reduce mercury more and sooner that policy makers have proposedthat policy makers have proposed

Example:Example:Mercury and Power Plants in USMercury and Power Plants in US

Relationships with reporters: Washington Relationships with reporters: Washington Post, LA Times, Wall Street JournalPost, LA Times, Wall Street Journal

New Report on Economic CostsNew Report on Economic Costs

Clear Link with Regulating Power PlantsClear Link with Regulating Power Plants

National Press Event with Health Groups and National Press Event with Health Groups and Carol BrownerCarol Browner

Press ReleasePress Release

Draft sample OpEds and LTEsDraft sample OpEds and LTEs

Internet OrganizingInternet Organizing

Campaign Web SiteCampaign Web Site

Banner Ads Banner Ads

Letter Writing Campaign On-lineLetter Writing Campaign On-line

Sign On LettersSign On Letters

Dissemination of InformationDissemination of Information

Consumer ConnectionConsumer Connection

Chats Between ProfessionalsChats Between Professionals

Viral Marketing – sending messages to colleaguesViral Marketing – sending messages to colleagues

Example:Example:Mercury and Power Plants in USMercury and Power Plants in US

www.mercuryaction.orgwww.mercuryaction.org

WebMD, Ms, Cooking Light, Child Magazine WebMD, Ms, Cooking Light, Child Magazine ran free ads on their web sitesran free ads on their web sites

Sample letter on-lineSample letter on-line

Fact Sheets and links to primary research on-Fact Sheets and links to primary research on-lineline

Healthy Fish Healthy Families guide on-lineHealthy Fish Healthy Families guide on-line

Messages to colleaguesMessages to colleagues

Example:Example:Mercury and Power Plants in USMercury and Power Plants in US

For More Information . . .For More Information . . .

l Susan West Marmagas, MPHSusan West Marmagas, MPHDirector, Environment & Health ProgramsDirector, Environment & Health ProgramsPhysicians for Social ResponsibilityPhysicians for Social Responsibility1875 Connecticut Avenue, NW1875 Connecticut Avenue, NWSuite 1012Suite 1012Washington, DC 20009Washington, DC 20009Tel: 202.667.4260, ext: 224Tel: 202.667.4260, ext: 224Email: Email: swest@psr.orgswest@psr.org

l Website: www.psr.orgWebsite: www.psr.org