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AFP SMART A Guide to Quick Wins Reach the Right Decisionmaker with the Right Message at the Right Time May 2014

Overview Developing an effective strategy requires understanding Key advocacy terms and concepts  Goal  Objective  Quick Win  SMART The 3 phases essential to ensuring success Phase 1 Build Consensus Phase 2 Focus Efforts Phase 3 Achieve Change

Goal  Long-term outcome to describe the overall mission or purpose of a project, usually supported by several objectives Objective  Brief statement of intent describing the specific outcome sought Quick Win  Discrete, critical policy or funding decision that must occur in the near term to achieve a broader goal Definitions and Key Concepts

Types of Quick Wins Funding District budget for village and workplace family planning interventions increases by 54% from $190,000 to $293,000 Policy National family planning guidelines are amended to allow community-based distribution of contraceptive injectables Visibility Government announces Family Planning 2020 (FP2020) commitment at the International Conference on Family Planning

The Secret to a Quick Win Focus our energy and attention on opportunities for action that have the highest potential for impact in the near term

Definitions and Key Concepts SMART A SMART objective increases the likelihood of achieving a Quick Win Specific Measurable Attainable Relevant Time-bound

AFP Advocacy Approach Landscape Assessment Quick Win Achievement Documentation and monitoring of outputs and outcomes toward impact Evidence of Impact Validation of results using evidence and review of the landscape for change SMART Objectives Identification of SMART objectives needed to alter the landscape to produce effective quick wins

AFP SMART in 9 Steps Phase 1 Build Consensus Step 1 Decide Who to Involve Step 2 Set SMART Objective Step 3 Identify the Decisionmaker Phase 2 Focus Efforts Step 4 Review the Context Step 5 Know the Decisionmaker Step 6 Determine the Ask Phase 3 Achieve Change Step 7 Develop a Work Plan Step 8 Set Benchmarks for Success Step 9 Implement and Assess

Phase 1 Build Consensus Step 1 Decide Who to Involve Step 2 Set SMART Objective Step 3 Identify the Decisionmaker

Step 1 Decide Who to Involve

Step 1—Decide Who to Involve Civil Society Academia Healthcare Providers Private Sector Government

Step 2 Set SMART Objective

Step 2—Set SMART Objective What are we trying to accomplish and what can we do now? Specific indicates what will be achieved and by what means Measurable framed with quantitative or qualitative descriptors Attainableis within reach Relevant contributes to the overall goal of your advocacy efforts Time-boundsets a specific date for achievement

Goal  To have a safe, clean space for children to play outside SMART Objective  Kampala Resident City Commissioner signs ordinance to schedule fixed days for waste pick-up in Central Kampala division including CenKa neighborhood, by April 11 Sample Advocacy Goal and SMART Objective

Many SMART Objectives to Reach One Goal Objective 1 Kampala Resident City Commissioner signs ordinance to schedule fixed days for waste pick-up in Central Kampala division, as a pilot Objective 2 Neighborhood association organizes volunteer brigade to convert existing space into a playground for young children over two weekends Objective 3 Division Councillor for Central Kampala division signs order releasing funds for speed bumps and one- way conversion of neighborhood streets Objective 4 GTZ provides sports equipment and supplies to neighborhood association Objective 5 Kampala Resident City Commissioner signs ordinance to enable neighborhood association to use land for team sports for older children NOW Children in CenKa neighborhood have no safe, clean space to play outside GOAL Children in CenKa neighborhood have a safe, clean space to play outside

Our Goal and Objectives What do we hope to achieve in the long term? What are the short-term SMART objectives of our advocacy? What do we do first? Long-term Goal Placeholder

Group Work 2.1 Box 2.1 Broad Goal: Smart Objective:

Step 3 Identify the Decisionmaker

Step 3—Who Makes the Decisions? Who has the power to help ensure that your issue is addressed? For example, who can ensure that contraceptive supplies and services are available for women who would want and need them? Academia Researchers Professors Healthcare Providers Doctors Midwifes Private Sector Economists Healthcare providers Civil Society Nongovernmental Organizations Faith-based Organizations Women’s Associations Youth Groups Advocacy Officers Government Minister of Health Minister of Gender Minister of Finance Advisors to the Minister Technical Officers

Box 3.1 Identify Decisionmaker: Group Work 3.1

Phase 2 Focus Efforts Step 4 Review the Context Step 5 Know the Decisionmaker Step 6 Determine the Ask

Step 4 Review the Context

Step 4—What Is the Decision-making Context? Placeholder Insert photos or statements representing what decisionmakers or other influential individuals or bodies are saying about the issue to be addressed by your goal and objective

Group Work 4.1 Box 4.1 External Challenges Box 4.1 External Opportunities

Step 5 Know the Decisionmaker

What is their background? What are their core concerns? Have they made any statements for or against family planning? Whose opinion do they care most about? Are they willing and able to act on issues they care about? Step 5—What Do We Know About the Decisionmaker?

Maternal health or women’s rights? Cost-effectiveness of public health programs? Young people? Socio-economic development? Cost-effectiveness? What Does the Decisionmaker Value?

How Do We Best Approach Each Decisionmaker? Provide information  Why is our issue important? Encourage the will to act  What is most likely to persuade the decisionmaker to take action? Recognize their leadership  How can we thank the decisionmaker publicly and celebrate his/her role in securing a win?

Group Work Decisionmaker Name (from Box 3.1): Box 5.1 Core Value Knowledge: Values: Willingness to Act:

6 789 Step 6 Determine the Ask

Support the ask through Rational arguments  Use facts or evidence Emotional arguments  Use evocative stories and photos Ethical arguments  Use a rights-based approach Step 6—What Is Our “Ask” and How Can We Support It? 6 789

From an Ask to a Quick Win Example: Advocates considered what was needed to amend the national family planning guidelines to enable community health workers to provide contraceptive injectables 6 789

How Did They Do It? Rational Piloted demonstration project documents that community health workers provide injections safely Emotional Recognized nurses’ empathy that women receive high-quality healthcare Ethical Stressed that community-based care would overcome inequity between women living in rural and urban areas and among the wealthiest and the poor 6 789

Group Work 6.1 Box 6.1 Identify Decisionmaker: Rational Emotional Ethical

The Five-Point Message Box 5. Answer the question: “What is the benefit?” 2. Enter core concerns (Step 5) 3. Anticipate objections and prepare response 4. Articulate the SMART ask 1. Enter decisionmaker’s name (Step 3) 6 789

The Five-Point Message Box— Example 5. Benefit: Health gains for underserved groups (e.g., lower maternal mortality) 2. Core concern: All women do not have equal access to healthcare 3. Objection: Universal access is too expensive Response: Family planning is one of the most effective investments 4. SMART ask: Create a line item for family planning in the budget 1. Decisionmaker: Budget analyst for the Minister of Finance [Name of person] 6 789

Enter the Decisionmaker’s Name 5. Answer the question: “What is the benefit?” 2. Enter core concerns (Step 5) 3. Anticipate objections and prepare response 4. Articulate the SMART ask 1. Enter decisionmaker’s name (Step 3) 6 789

Enter Core Concerns 5. Answer the question: “What is the benefit?” 2. Enter core concerns (Step 5) 3. Anticipate objections and prepare response 4. Articulate the SMART ask 1. Enter decisionmaker’s name (Step 3) 6 789

Anticipate Objections and Prepare Response 5. Answer the question: “What is the benefit?” 2. Enter core concerns (Step 5) 3. Anticipate objections and prepare response 4. Articulate the SMART ask 1. Enter decisionmaker’s name (Step 3) 6 789

Articulate the SMART Ask 5. Answer the question: “What is the benefit?” 2. Enter core concerns (Step 5) 3. Anticipate objections and prepare response 4. Articulate the SMART Ask 1. Enter decisionmaker’s name (Step 3) 6 789

Answer the Question: “What Is the Benefit?” 5: Answer the question: “What is the benefit?” 2: Enter core concerns (Step 5) 3: Anticipate objections and prepare response 4: Articulate the SMART ask 1: Enter decisionmaker’s name (Step 3) 6 789

Group Work : To What End? 2: Core Concern3: Objection 4: SMART Ask: 1: Decisionmaker Name

Each team member should be able to deliver the message and the supporting message points Remember: the messenger is as important as the message Message and Messenger 6 789

Determine the Messenger PolicymakerCelebrity Community Members 6 789

Will your request be part of an informal discussion or require a formal presentation? How much time will you have to make your case? If more than one of you is involved in the meeting, who will present the issue and who will ask the decisionmaker to act? How will you follow up after the meeting? Is another meeting needed? Deliver the Message 6 789

Group Work 6.3 Box 6.3 Messenger Name: 6 789

Phase 3 Achieve Change Step 7 Develop a Work Plan Step 8 Set Benchmarks for Success Step 9 Implement and Assess

Step 7 Develop a Work Plan and Budget

Do we have financial resources? Do we have the time? Do we have the data to support our request? Do we have human resources? Step 7—Assess Internal Resources

Group Work Box 7.1 Internal Challenges Box 7.1 Internal Opportunities

How will the activity further our objective? How does it relate to what the decisionmaker considers important? Is the activity worth the time and money it will require? Is the activity needed to achieve a Quick Win? Is the activity SMART? Specify Advocacy Activities

Group Work Box 7.1 Internal Challenges SMART Objective Next Steps/ Input Activities Estimated Budget Person(s) Responsible Timeline

Step 8 Set Benchmarks for Success

Outputs—Did you carry out all the advocacy activities in your work plan? Outcomes—Did you fulfill your SMART objectives and achieve a Quick Win? Impact—Did your Quick Win improve the situation for those who need and want access to family planning? Step 8— Three Ways to Measure Success

Sample Benchmarks Objective 1 Kampala Resident City Commissioner signs ordinance to schedule fixed days for waste pick-up in Central Kampala division, as a pilot Objective 2 Neighborhood association organizes volunteer brigade to convert existing space into a playground for young children over two weekends Objective 3 Division Councillor for Central Kampala division signs order releasing funds for speed bumps and one- way conversion of neighborhood streets Objective 4 GTZ provides sports equipment and supplies to neighborhood association Objective 5 Kampala Resident City Commissioner signs ordinance to enable neighborhood association to use land for team sports for older children NOW Children in CenKa neighborhood have no safe, clean space to play outside GOAL Children in CenKa neighborhood have a safe, clean space to play outside

SMART Objective: Kampala Resident City Commissioner signs ordinance to schedule fixed days for waste pick- up in Central Kampala division, as a pilot Outputs—One-on-one meeting with city commissioner; a brief with data on previous successful pilot waste pick-up projects Outcomes—Signing of ordinance; resources allocated in city commission budget Impact—Did your Quick Win improve the situation? What’s the next objective? Sample Benchmarks

Group Work Box 8.1 Indicators of Progress Anticipated OutputsAnticipated Outcomes (Quick Wins):

Step 9 Implement and Assess

Step 9—Putting it All Together Landscape Assessment Quick Win Achievement Documentation and monitoring of outputs and outcomes toward impact Evidence of Impact Validation of results using evidence and review of the landscape for change SMART Objectives Identification of SMART objectives needed to alter the landscape to produce effective quick wins

Assessing Our Impact We assess Because advocacy can produce useful results To capture longer-term gains from quick wins To better explain the value of our investments in advocacy To keep our eyes on the long-term impact as we track our quick-wins

Review your plan Ask: What must happen next to get to your goal? Has your landscape changed? Is the next objective still correct? Should you reformulate your advocacy strategy? Should you add another objective? What Do You Do After a Quick Win?

What are our immediate actions following this meeting?  Review assignments and next steps  Set up the next phone or in-person follow-up on progress  Evaluate progress against benchmarks to ensure that we are on track Time to Take Action

For More Information AFP Advocacy Portfolio:

advancefamilyplanning.org Thank You! AFP aims to increase the financial investment and political commitment needed to ensure access to high-quality family planning through evidence-based advocacy.

Evaluation