© 2008, Johns Hopkins University. All rights reserved. ADVANCE FAMILY PLANNING SPITFIRE SMART CHART™ TRAINING WORKSHOP Presenter Workshop Location Date SMART chart reprinted with permission from Spitfire Strategies

Workshop Objectives  Note to Trainer: Choose from list below in notes section and present with bullets  Objective 2

Rules for Advocacy Planning  Start with the issue to address  Go in order—systematic, disciplined approach  Make choices—focus on limited number of things 3

Laws of Effective Advocacy  Perception vs. fact  Repetition & consistency  Targeted to Decisionmakers Rural Women Await Village Health Team 4

STEP 1 Program Decisions STEP 2 Context STEP 3 Strategic Choices STEP 4 Advocacy Activities STEP 5 Measurement of Success STEP 6 Final Reality Check Smart Chart ™ Strategic Approach 5

STEP 1: Program Decisions 6

Goal What do you want to achieve long term? Objective What is the first step to take toward your goal? Decision maker Who can act to make your objective a reality? 7

STEP 1. Program Decisions Setting Objectives—Think SMART™ S pecific M easurable A ttainable R ealistic T ime-bound 8

STEP 1: Program Decisions Objectives  Goal Feeling unfit Join a gym Recruit a team to climb with me Climb Mt. Everest Get 10 global corporate sponsors Get friends to exercise with me NOW 1 ST 2 nd 3 rd 4 TH GOAL Objective Objective ObjectiveObjective 9

STEP 1: Program Decisions Who Makes the Policy Decision? Who has the power to help reach your goal? Who can ensure that contraceptive supplies and services are available? 10

STEP 2: Context 11

 Money  Staff & Volunteer Time  Expertise  Spokespeople  Relationships  Allies & Coalitions  Communication Channels STEP 2: Context Internal Scan—What Do You Control? 12

STEP 2: Context—Internal Scan What do you control? 13

 Planned Events  Opposition  Competition  Audience Perceptions  Media Coverage  External Forces STEP 2: Context External Scan—Outside Influences 14

STEP 2: Context—External Scan Outside Influences 15

STEP 2: Context Define Your Position Frame Fortify and Amplify Reframe 16

STEP 2: Context Position 1—Frame Your Issue Take this approach when  No current discussion exists  Few people have relevant knowledge  Few misperceptions exist 17

STEP 2: Context Position 1—Frame Your Issue 18

STEP 2: Context Position 2—Fortify or Amplify Your Issue Take this approach when  The debate is already in motion  The terms of the debate are favorable  People agree with you 19

STEP 2: Context Position 2—Fortify and Amplify Your Issue 20

STEP 2: Context Position 3—Reframing Your Issue Take this approach when  There is no way to win within the existing frame  It is time create space for a new, more productive conversation 21

STEP 2: Context Position 3—Reframing Your Issue 22

STEP 2: Context Target Your Audience Who must you reach to achieve your objective? 23

STEP 2: Context Who Controls the Budget? Decision Maker – Minister of Finance Audience 1 – Influentials, e.g. Minister of Health Audience 2 – Donors, Media, etc. Audience 3 – Service Providers, Constituents, etc. 24

STEP 2: Context Target Your Audience  Share knowledge  Build will  Reinforce action 25

STEP 2: Context Sharing Knowledge  Does not know information  Knows but does not care  Knows but does not believe 26

STEP 2: Context Building Will  Know what the barriers are  Stay in the comfort zone  Make the reward bigger than the risk 27

STEP 2: Context Reinforcing Action Celebrate win Congratulate and thank 28

STEP 2: Context Core Concerns What does she care about? What are her values? How do we connect? What will it take to get her attention? Parliamentarian 29

STEP 3: Strategic Choices Audience Target Who must you reach? Readiness Where is your audience on your issue? Core Concerns What existing belief or value can you tap into with your audience? What existing belief might be a barrier? Theme What theme will guide messaging that reinforces the core concerns? 30

STEP 3. Strategic Choices The Approach  Theme  Message  Messenger 31

STEP 3. Strategic Choices The Approach Theme Message Messenger 32

STEP 3. Strategic Choices The Approach Theme Message Messenger 33

STEP 3. Strategic Choices The Approach Theme Message Messenger 34

STEP 3: Strategic Choices The Approach Source: Population Reference Bureau, 35

STEP 3. Strategic Choices Message Target Audience Ask Value Barrier Vision 36

STEP 3. Strategic Choices Message Box Target Audience Ask What one, specific thing to do? Ask What one, specific thing to do? Value Make your audience nod back at you in agreement Value Make your audience nod back at you in agreement Barrier (a.k.a. Overcome the Barrier) Barrier (a.k.a. Overcome the Barrier) Vision “So, what?” What the world will look like if your audience acts Vision “So, what?” What the world will look like if your audience acts 37

STEP 3. Strategic Choices Message Box Example Target Audience Ask Create a contraceptive budget line item in the Mid-term Expenditure Framework Ask Create a contraceptive budget line item in the Mid-term Expenditure Framework Value Improving maternal health is critical to achieving the MDGs Value Improving maternal health is critical to achieving the MDGs Barrier By meeting unmet need for family planning you save lives and resources and achieve the MDGs Barrier By meeting unmet need for family planning you save lives and resources and achieve the MDGs Vision Investing in family planning leads to achieving MDGs Vision Investing in family planning leads to achieving MDGs 38

STEP 3. Strategic Choices Messages  Does the message reflect core concerns?  Does it overcome—not reinforce—barriers?  Is the ask in the audience’s comfort zone?  If not, does the benefit offered outweigh the risk?  Does the message offer a vision or emphasize a personal reward?  Does it convey hope toward success?  Is it consistent with the theme throughout? 39

STEP 3. Strategic Choices Four Sins of Messages Boring! Enough already! Statistical overload Lack of interesting story 40

STEP 3. Strategic Choices Messengers 41

STEP 3. Strategic Choices Decisions to make Message  Key points for each target audience Messengers  Who will best connect ?  Who is their social reference group on this issue?  Can you show a trusted leader taking action? 42

STEP 4. Advocacy Activities Tactics  Policy briefs  Briefings  One-on-one meetings  Focus events  Policy briefs  Briefings  One-on-one meetings  Focus events 43

Step 4. Advocacy Activities Timeline  Natural opportunities  Forced opportunities  Unexpected opportunities  Planned events  Natural opportunities  Forced opportunities  Unexpected opportunities  Planned events 44

Step 4. Advocacy Activities Assignments and Accountability Which person in which organization will be responsible for making an activity happen? How will you manage activities, monitor progress, and hold everyone accountable? 45

Step 4. Advocacy Activities Budget How much does it cost? Who will pay? 46

Step 4. Advocacy Activities Tactics What activities will you use to deliver your messages to your target audience(s)? Timeline When will you implement each tactic? Assignments Who will implement each activity noted in the timeline? 47

STEP 5: Measurements of Success Outputs What you did Outcomes What you achieved 48

STEP 6: Final Reality Check Doable Look for inconsistency Test assumptions Integrate into overall plan Review progress regularly 49

For more information on Spitfire Strategies™ 50

Additional Resources MESSAGING EXAMPLES 51

Briefers and Messaging

Too Many Messages Effectiveness of Community-base Distribution of DMPA Method effectiveness Correct and consistent use Procurement and supply chain challenges Management of side effects by clients and providers Client record information to locate clients Limited HR capacity Missed injections Pregnancy Diabetes

Briefer Example - Before

Briefer Example- After

Additional Resources PHOTO BANK ALTERNATE SLIDES 56

57 Step 1: Program Decisions

58 Step 1: Program Decisions

STEP 2: Context 59

STEP 3. Strategic Choices The Approach Theme Message Messenger 60

STEP 2: Context Position 1—Frame Your Issue 61

STEP 2: Context Position 3—Fortify and Amplify Victims 62

Exploiters STEP 2: Context Position 2—Reframing Your Issue Criminals 63

STEP 3. Strategic Choices Messengers 64

Step 4. Advocacy Activities Budget How much does it cost? Who will pay? 65