Developing a Communication & Advocacy Campaign Presented by Linda Mowad, RN, ACS Volunteer

2 Agenda Situation Analysis Goals and Objectives Designing & Implementing a Media Campaign

3 Situation Analysis Collect and evaluate data Assess strengths, weaknesses, opportunities, and threats Identify consequences Concentrate on major findings

4 Goals and Objectives Develop clear, measurable objectives Develop strategy based on objectives Goals and objectives should be specific, attainable, measurable Outputs and impacts Strive for objectives at the highest level that can be attained and measured

5 Designing and Implementing an Advocacy Campaign Audiences Messages Channels & Events Opposition Spokespersons Timing & Timetable Resources

6 Audiences Target market Who do you need to reach? What is their attitude? What do they watch, read, or listen to? Opinion elites

7 Messages Clear Direct Relevant Timely Memorable Honest Message should be consistent with the objective A campaign message should communicate the problem, the solution, and a ‘call to action’

8 Channels & Events Face-to-face Group delivery Organizational Mass media Community A combination What other campaigns have been successful in engaging the media recently?

9 Opposition Who are they and why are they opposed? Plan a response Always use facts that are substantiated Mobilize support

10 Spokespersons Identify respected individuals or organizations, important figures Authority Expert Celebrity Constituency Human interest Platform

11 Timing & Timetables Create a timeline and plan around it Know the process to achieve your goal Develop a timeline based on desired time for exposure Consider national and international holidays

12 Assess Resources What is greatest area of need? What activities will answer these needs? What resources are available? Staffing and other ‘people’ Funds and in kind services Information Time What are the barriers?

13 What to Avoid You don’t have clear targets You don’t integrate your campaign with other activities You don’t have enough funding

Case Examples

Country Group Activity: Developing a Media Campaign

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17 Country Groups Report