1. Policy Advocacy Concepts, Strategies & Effective Communications
Presented by: S A Hasan Al Farooque
ASPBAE-CSEF
With Inputs from UNESCO-UNICEF, OSI and RWS Policy Team

2. What is Policy
Policy is a set of principles that represent the end result of a decision as to how best to achieve the set objectives
It is the function of POLITICS
Politics is the function of ARTS and SCIENCE of power
Ideology
How we conceptualise
Strategy
How do we do

3. The Policy Framework

4. What is Policy Advocacy
Policy Advocacy is a strategy to
Build evidence based on analysis
Engage with development planning and policy debates
Influence policy makers, policy agencies and policy agenda
With a view to create, reform and/or change policies, and to ensure that the policies are implemented properly

5. What is Policy Advocacy (cont.)
Policy advocacy is a coordinated effort to achieve meaningful change – for real education reform, it is important to ensure coordination among:
the right institutions; and
sensitized and mobilised citizenry
(this includes, but is not limited to, organized civil society – NGOs, CSOs, CBOs etc.)

6. Policy Advocacy: Essential Steps
Analyse policies
Plan of implementation
Plan for monitoring and evaluation
Set a policy goal
Desired outcomes
- Define the target
Identify a policy issue
Identify key partners/allies
Define the strategy
Identify key messages

7. Where do we start?
Be Analytical: Undertake research and understand what the data and information reflect – What story are they telling you and where the gaps lie?
Find a position: Identify what needs to be changed (politically, economically, culturally) to fix the situation.
Stay focused: Make sure to follow a process where your communication and advocacy actions are mutually supportive to the changes required.
Be Strategic: The next phase is about delineating strategies to address the challenges identified. So comes the how part....

8. Policy Advocacy: Strategy
Develop a policy statement
Identify your audiences and allies
Develop your SMART objectives (specific, measurable, appropriate, realistic and time-bound)
Engage/coordinate/ ensure linkage among partners and allies to
Mobilise the stakeholders (awareness & capacity development and ongoing actions based on ownership)
Lobby with the relevant counterparts/ audiences/ government through consultations/ briefings
Involve Media at all stage
Continue wider communication, dissemination & knowledge management (publications, case studies, information communication materials, websites, etc.)

9. Policy Advocacy: Required Expertise
Technical expertise in advocacy and campaigning for effective communication at all levels and stages
Knowledge and expertise on the issue being addressed to hold the authorities accountable
Political expertise on the relations of power that affect the issue (the key target)

10. Policy Advocacy: Way Forward
An ongoing process
Establish a regular process of understanding emerging policy issues based on research and analysis and sharing of information
Periodically review & document changes and successes and accordingly plan revised actions based on shared learning
Establish means to keep all actors and audiences informed on the progress, results, learning, challenges and the changes

11. Tips for Effective ODA Policy Advocacy

12. Tip # 1: Define your goal
A clearly defined goal, is essential for developing a clear, concise and compelling message.
Defining the goal also includes understanding the achievability & identifying resource requirements.
Think SMART (specific, measurable, appropriate, realistic and time-bound).
Know your political environment. Look for opportunities (hooks).
Meetings and Summits of ADB, WB-IMF, ASEAN
Budget hearings at the national level
GAW, Post-CONFINTEA VI meetings, etc
Ultimate end goal: We need change in ODA Policies!

13. Tip # 2: Identify your target.
It is critical to Know and Understand Your Audience & Your Target. Your goal will help determine your audience.
Donors, MOE, IFIs, MoF etc
General People/ citizenry
Understand your audience - identify what motivates them and what may hold them back from supporting your goal.
Understand the best way to reach your audience.

14. Tip # 3: Make your audience act.
Present possible & doable solutions. Think SMART.
“Never go outside the expertise of your people….. whenever possible, go outside the expertise of the enemy.” – Saul Alinsky
Advocates and the Public
Engage them in awareness raising activities, lobbying and mobilisation
Policy Makers
engage them through consultations, dialogue
ask them to read your policy paper

15. Action Methods: Raising Awareness

16. Action Methods: Lobbying

17. Action Methods: Media Work

18. Action Method: Popular Mobilization

19. Tip # 4: Keep it simple & brief.
It is important to be very concise in your message. Keep it simple. Use precise language, powerful words and active verbs.
Attract attention. Eg. One ODA statistic - US$ 16B per year resource gap for education- will do at the moment.

20. Tip # 5: Be persuasive. Combine the rational and emotional.
Present evidence. Many people believe something only when they see proof in the form of facts. Others need to believe in something before they acknowledge the facts.
Use real life stories. Dramatization of facts more often than not appeals more to audience.
Your messages need to be balanced to capture both hearts and thoughts.
Use facts and numbers creatively, but accurately.
Don’t let wrong data and numbers ruin your plan

21. Tip # 6: Determine the primary message.
This is the one message that is clear, concise and compelling and appeals to the broadest audience.
Adapt the message to the medium.

22. Tip # 7: Create secondary messages for each of your audiences
Prioritise your secondary messages according to the priorities of your target audience.

23. Tip # 8: Write and share the message.
Simplify the message into talking points that every advocate (individual and group) can use.

24. Tip # 9: Do not use jargon in your messages
Speak to people in their language not yours.
Do not assume everyone knows the meaning of your acronyms!

25. Jargon vs Development Speak
Situation: To properly implement this dance of Latin American derivation requires the simultaneous participation of both stakeholders.
It takes two to Tango.

26. Don’t count your chickens until they are hatched.
Situation: It is crucial to make sure that the end result of a farm animal reproduction project is not assumed in advance of proper tabulations being conducted. This ensures that results are conclusive and confirmed by all partners.
Don’t count your chickens until they are hatched.

27. Tip # 10: Know the language of your audience.
Language should be used appropriately to appeal to different targets. In talks with
With policy makers/decision makers/experts - know and express concepts and terminology clearly and effectively.
Public – simplify and use select jargon smartly and often to familiarize the general audience. Eg. Simple fact sheet - ODA for public use

28. Untied Aid Jargon vs DevelopmentSpeak
Situation: Official Development Assistance for which the associated goods and services may be fully and freely procured.
Untied Aid

29. Grant Jargon vs DevelopmentSpeak
Situation: Transfers made in cash, goods or services for which no repayment is required
Grant

30. Having these tips in mind…
We are all set to work for the realization of EFA through education financing!

31. Thank you