1. Part 2- Identifying decision makers and structuring effective messages
Telling the Story- Why Investing in Immunization is a Priority for our Country
Part 2- Identifying decision makers and structuring effective messages
Note: This presentation draws very heavily on work that WHO Euro has done on resource mobilization for immunization, led by Niyazi Cakmak and Katrine Habersaat. Some of the following slides are from a workshop in November 2017 in Copenhagen.

2. Checklist for conveying investment needs effectively
CITE EVIDENCE
Facts and data, graphs and illustrations
ELICIT EMOTION
Children, the future generation
CREATE INCENTIVES
How stakeholders can benefit from supporting immunization
EXPLAIN THREATS AND RISKS
Consequences of inaction
KEEP IT SIMPLE
Avoid being overly technical
BE RELEVANT
Speak to current issues and motivators for your stakeholders
Adapted with permission from WHO-Euro: Resource Mobilization Workshop, Copenhagen, Denmark. November, 2017

3. Why Might Immunization Investment Requirements Increase Over Time?
Rapid increase in vaccine co-financing during Gavi transition
Upgrading supply chain
New vaccine introductions
Other measures to improve coverage, reach special populations
Growing birth cohort
Greater attention to adequate funding of operating costs

4. A Step-by-Step Resource Mobilization Approach
STEP 1: DEFINE YOUR FUNDING NEEDS
STEP 2: IDENTIFY STAKEHOLDERS
STEP 3: UNDERSTAND STAKEHOLDERS
STEP 4: JUSTIFY INVESTMENT
STEP 5: PLAN ACTIVITIES
Adapted with permission from WHO-Euro: Resource Mobilization Workshop, Copenhagen, Denmark. November, 2017

5. Define Your Funding Needs
STEP
1 2
3 4
Define Your Funding Needs
What are the activities required to achieve your objective?
What is the cost of each activity?
What is the total amount of resources required (by cost categories)?
What is your available funding?
Adapted with permission from WHO-Euro: Resource Mobilization Workshop, Copenhagen, Denmark. November, 2017

6. Identify Stakeholders And Decisions Makers
STEP
1 2
3 4
Identify Stakeholders And Decisions Makers
Decision-makers
Those who influence decision-makers
Your potential partners
Adapted with permission from WHO-Euro: Resource Mobilization Workshop, Copenhagen, Denmark. November, 2017

7. STEP
1 2
3 4
Consider Stakeholders With Direct and Indirect Influence On Immunization Funding
PARLIA-MENT
COMMIT-TEES
MEDIA
DECISION-MAKERS
EXPERTS
OPINION LEADERS
CIVIL SERVANTS
Adapted with permission from WHO-Euro: Resource Mobilization Workshop, Copenhagen, Denmark. November, 2017

8. The Everyday Of Decision Makers
STEP
1 2
3 4
The Everyday Of Decision Makers
Scarce resources
Many similar requests with difficulty comparing across them
Other more current issues
Often a short-term focus
Adapted with permission from WHO-Euro: Resource Mobilization Workshop, Copenhagen, Denmark. November, 2017

9. Two Important Concepts For Decision Makers
STEP
1 2
3 4
Two Important Concepts For Decision Makers
MOTIVATORS
reasons why they would support immunization
BARRIERS
reasons why they would not support immunization
Other (health) areas that are more important to him/her?
Lack of knowledge or understanding about social benefits of vaccination?
Lack of knowledge of cost- effectiveness of vaccination?
Misperceptions re vaccination?
Fear of negative media environment?
How can immunization fit into…
The stakeholder’s personal or political standpoint?
The political agendas most important to the stakeholder?
The possible areas where the stakeholder may be looking for success?
Adapted with permission from WHO-Euro: Resource Mobilization Workshop, Copenhagen, Denmark. November, 2017

10. Be Prepared To Elaborate On…
STEP
1 2
3 4
Be Prepared To Elaborate On…
The costs – in concrete terms
The benefits – in quantified value to the extent possible
The milestones – how, when where will it be implemented?
Adapted with permission from WHO-Euro: Resource Mobilization Workshop, Copenhagen, Denmark. November, 2017

11. STEP 1 2 3 4 Know The Procedures
January: Work starts in the Ministry of Finance
April: Other relevant ministries are involved
June: Government decisions
September: Presentation to the Parliament
October: Political negotiations
December: Adopting the budget
Be aware of the decision-making procedures.
Know when the relevant decisions are to be taken...
Adapted with permission from WHO-Euro: Resource Mobilization Workshop, Copenhagen, Denmark. November, 2017

12. Develop Simple, Clear Messages That Can:
STEP
1 2
3 4
Develop Simple, Clear Messages That Can:
Help you be precise in a complicated area
Help you to be consistent and repeat key issues
Help to reinforce and consolidate their understanding
Help you manage difficult questions and challenges
Adapted with permission from WHO-Euro: Resource Mobilization Workshop, Copenhagen, Denmark. November, 2017

13. STEP 1 2 3 4 Share The Messages
Messages are more powerful when carried by more than one person
Make sure your colleagues and your partners know the messages well
With coordinated messages you will avoid confusion and loss of trust
Adapted with permission from WHO-Euro: Resource Mobilization Workshop, Copenhagen, Denmark. November, 2017

14. EXPLAIN THREATS AND RISKS
Recap: Checklist
CITE EVIDENCE
Facts and data, graphs and illustrations
ELICIT EMOTION
Children, the future generation
CREATE INCENTIVES
How stakeholders can benefit from supporting immunization
EXPLAIN THREATS AND RISKS
Consequences of inaction
KEEP IT SIMPLE
Avoid being overly technical
BE RELEVANT
Speak to current issues and motivators for your stakeholders
Adapted with permission from WHO-Euro: Resource Mobilization Workshop, Copenhagen, Denmark. November, 2017

15. Group work: develop a short powerpoint presentation
Your program is in need of additional funding for a specific purpose
The Minister of Health asked you to deliver a presentation at an Inter-sectoral Meeting chaired by the Deputy Prime Minister, where Government’s priorities for the next three years will be discussed.
Great opportunity to present your program targets and needs (all key decision makers will be there, such as, Ministry of Planning, Ministry of Finance and others)
10 minutes for presentation
Prepare the presentation (or an outline) that highlights achievements, challenges, future targets and needs, bearing in mind the types of key messages that are likely to succeed with this audience
Adapted with permission from WHO-Euro: Resource Mobilization Workshop, Copenhagen, Denmark. November, 2017