Advocacy -

Strategy

tactics and

key messages

Formulate an action plan (including some or all of the following tactics)- consider what human and financial resources you have at your disposal- form a campaign committee that is gender-balanced with relevant sub-committees- build alliances with other interest groups that are potential stakeholders in the campaign  develop allies and consider how to engage with them  set up e-groups  moblilise people you have identified as players-raise funds- distribute information eg in a newsletter- appoint spokespersons and identify charismatic individuals who  will publicly associate themselves with the campaign- get media coverage  press releases  letters to the editor  articles in the press  newspaper ads  messages on radio and tv chat shows, interviews, radio ads  posters  protest songs- Get public attention  T-shirts, stickers, buttons, murals  Hold public fora/meetings   Organize road shows  Public protests consider using unusual situations- Identify key players and develop strategies to lobby government and other sectors- Consider how to engage with opponents e.g. public debates- Deal with attacks and counter arguments from opponents- Consider potential risks or consequences e.g. for your public safety

What strategy will you use to achieve your goal?

A strategy is

how

you are going to

get things done

Types

of

strategies

What resources are available?

• funds

• people available

• contacts

• facilities

• other

Tactics

Recognising

opponents

tactics

Dealing

with

opposition

Failing to plan

Is planning

to fail

What Do You Want to Say?

Key messages

Framing the Issue

What is the issue?

Who is involved?

What contributes to the problem?

What contributes to the solution?

Reframing

an issue

Tobacco industry framing:

Smoking is a matter of personal choice.

Health orientated framing:

People smoke because they are addicted.

Tobacco industry framing:

Smoking bans discriminate

against smokers.

Health orientated framing:

Non-smokers have the right to

breathe clean air.

Tobacco industry framing:

Tobacco companies do good through their sponsorship of cultural, sporting and community events.

Health orientated framing:

Tobacco companies attempt to gain innocence by association.

Tobacco industry framing:

Tobacco is just one of many presumed health hazards - why don’t we regulate fat?

Health orientated framing:

Tobacco is the only legal product that when used as intended, kills.