1 Change Objectives & Targets

Recap on campaigning 2

The act of supporting or arguing in favour of a cause, a policy or an idea. Undertaken in order to influence public opinion or societal attitudes or to incite change at government level, within communities or in institutional policies. Campaigning is… 3

Identify the political causes of poverty and discrimination. Identify the key players and institutions that make decisions related to the selected/identified policies. Analyse the political environment to identify where we can begin the policy influencing process or where we can hope to win change in the name of our cause. Campaign analysis 4

The campaign process starts with identifying a key issue that requires policy action - a problem that can be resolved by the actions of someone who has political power. In general, three types of policy or practice issues are taken into consideration: -Lack of policy -Inappropriate policy -Lack of or poor policy implementation Campaign issues 5

6 Objectives

Identifying campaign focus Problem: Girls do not have equal education opportunities in the Republic of Gond. Key question StatusPolicy questionCampaign objective focus Does current policy promote girls’ education? NoAbsence of policy ensuring equal chances in education. Establish a new policy in favour of girls’ education. Do current policies hinder girls’ education? YesExistence of negative policies that hinder girls’ education. Change policies that hinder equal chances for girls and for boys. 7

Identifying campaign focus (2) Problem: Girls do not have equal education opportunities in the Republic of Gond. Key question StatusPractice questionCampaign objective focus Is current policy being implemented ? NoFPE exists but schools/teachers still ask for money. Enforce the policy that guarantees FPE. Do parents enrol their daughters in school? Yes & no Parents send girls to primary school but not to secondary school. Change community practice around sending girls to secondary school. 8

Your solution is your recommendation or suggestions to resolve the problem. What can resolve the problem? Will it require creating a new law/article? Amending, implementing or enforcing an existing one? Changing practices or attitudes? Your solution can be: -a total change (creation or establishment of something), -a relative change (improvement, increase, reduction, reinforcement of something) -no change (maintain something) Your solution – Your objective 9

Define your objectives Objectives: Specific and measurable results of a project. The criteria used to measure a project’s impact. As such, each objective must be SMART: Specific – what exactly do you want to see happen? Measurable – how will you know this has happened? Achievable – can this be achieved with the resources you have? Relevant – is this the right issue, the right time, etc.? Time-bound – when do you want to see this happen? 10

Objectives: points to note It is important to define an objective that is achievable within a specific period and to plan progress in stages. Objectives are the results of project activities and not the activities themselves. One way of differentiating the two is to consider objectives as the end result and activities as a means to achieving them. 11

Setting campaign objectives Problem: Girls do not have equal education opportunities in the Republic of Gond. Campaign objective focus SMART objective Establish a new policy in favour of girls’ education. Change policies that hinder equal chances for girls and for boys. 12

Setting campaign objectives (2) Problem: Girls do not have equal education opportunities in the Republic of Gond. Campaign objective focus SMART objective Enforce the policy that guarantees FPE. Change community practice around sending girls to secondary school. 13

Targets 14

Target analysis Identify who has the power to bring about the change (in policy or practice) that you want to see. Campaigning is impossible without clear identification of targets. Targets can be classed as: Primary targets Secondary targets 15

Primary targets Individuals who have direct power/authority over policy change. The individual, institution or entity who actually makes the decision regarding the issue and at whom the campaign is directed. Informing/persuading the primary target about a policy or practice issue is the core of any campaign strategy. It is important to identify these institutions and individuals who are in a position to adopt or block the desired policy or practice. 16

Secondary targets Individuals who do not have the power or authority to provide the change you are looking for directly but who have the power to influence the primary targets. They have the ability to influence the decision maker. 17

Identify your target’s position You must analyse the position of your targets in order to determine approaches and activities for your campaign. What do they know about the issue? What is their attitude towards the issue? What are they most concerned about? Who has influence over them? Information resulting from this analysis will be useful when developing the campaign’s messages and when choosing approaches and tools. 18

19 Target analysis framework Target Influencers Influencers of influencers

Targets: points to note Humanise the target. Who specifically (by name) are we interested in within an institution such as Parliament, the district council, the chamber of commerce, etc.? This will help your organisation feel that it is possible to win the right decision on the issue. Each issue has more than one target. You can change or alternate targets in the course of the campaign. Each tactic you use must be personalised for the selected targets. 20

Sources of power: points to note Many sources of power are not visible on the surface. Invisible power connections are more dangerous than visible ones. This means a skilled campaigner must be able to identify all the power connections of both targets and opponents. Refer to “Understanding power” session for more on this topic. 21

THANK YOU

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