1. The Principles of effective lobbying EUCAM Thursday November 25 th 2010 Florence Berteletti Kemp SFP Director

2. Elevator Exercise 6 Why is change so hard to achieve 5 Process Evaluation 4 Know what you want? 3 SFP Key Achievements: 2 What is the Smoke Free Partnership? 1

3. 3 The European Respiratory Society (ERS) The Smoke Free Partnership is composed of 4 Key Partners: Cancer Research UK (CRUK) The European Heart Network (EHN) L’ Institut National du Cancer (INCa) 6 5 4 3 2 1 In 2010 the SFP continues to collaborated with The Union

4. 4 What is the Smoke Free Partnership? The SFP works with policy makers to ensure that tobacco control receives adequate political attention at EU level The SFP mission is the effective implementation of the Framework Convention on Tobacco Control (FCTC) The SFP promote tobacco control information and policy research in all policies, principally at EU level but also at national level 6 5 4 3 2 1 Our advocacy work reflects our values: It is based on partnerships, it is evidence based, efficient, effective and innovative

5. 5 What is the Smoke Free Partnership? Since 2006, SFP has been at the forefront of key and successful campaigns in a number of important EU TC policy areas (Tobacco Free Europe campaign, Smokefree Policies, Tobacco Tax Directive, FCTC 5.3 guidelines, RIP cigarettes, etc…) SFP is the only established organization working exclusively on key EU policy analysis. 6 5 4 3 2 1

6. 6 What is the Smoke Free Partnership? SFP draws its strengths from its strong partnership with the European institutions (EC, EP, Council), EU level organizations, MS organizations and universities. Because of its established and effective relationship with other key tobacco control organisation, the SFP is also able to involve other partners (WHO, FCA, EPHA, ECL, ENSP, ASH) in its campaigns. 6 5 4 3 2 1

7. About Burson-Marsteller Brussels 6 Budget 5 Our Team 4 Programme components & action plan 3 Project objectives 1 Key SFP achievements : 2

8. 8 2006: Launch of lifting the Smokescreen 6 5 4 3 2 1 Passive smoking kills 79,000 EU citizens Best Smoke Free Research Policy Award 2006 In the presence of the Surgeon General

9. 9 SFP and ERS working together: ERS congress in Berlin 6 5 4 3 2 1

10. 10 2008… Spotlight on the FCTC series… 6 5 4 3 2 1

11. 11 1 February 2010 6 5 4 3 2 1

12. 12 24 February 2010 6 5 4 3 2 1

13. 13 31 st May 2010 WNTD 6 5 4 3 2 1

14. 14 31 st May 2010 WNTD 6 5 4 3 2 1

15. 15 31 st May 2010 WNTD 6 5 4 3 2 1

16. 16 31 st May 2010 WNTD 6 5 4 3 2 1

17. 17 31 st May 2010 WNTD 6 5 4 3 2 1

18. 18 31 st May 2010 WNTD 6 5 4 3 2 1

19. 19 31 st May 2010 WNTD 6 5 4 3 2 1

20. 20 31 st May 2010 WNTD 6 5 4 3 2 1

21. About Burson-Marsteller Brussels 6 Budget 5 Our Team 4 Our Strategy & approach 2 Project objectives 1 Know what you want: 3

22. 22 WHO ?: The Internal Organization 6 4 2 1 3 5 What are the strengths of your organisation? What are the weaknesses of your organisation?

23. 23 WHY ?: Environment Analysis 6 4 2 1 3 5 What are the opportunities? What are the threats?

24. 24 TO WHOM ? : Actors 6 4 2 1 3 5 Who are the BENEFICIARIES? Who are your POTENTIAL SUPPORTERS? With whom do you need to NEGOTIATE? - Who are your POTENTIAL COMPETITORS?

25. 25 TO WHOM ? : setting and managing a coalition 6 4 2 1 3 5 Coalition Other NGOS ChampionsMEPsMPSThe Police Health professional s Other NGOS Students

26. 26 On what? Selecting issues 6 4 2 1 3 5 All forms of Advertising on all support? Advertising on print and media? Advertising on the packaging?

27. 27  Finding out who has the dossier is key:  If more than one person has the dossier, what is the communication between them?  If the dossier does not exist, who can create it? 6 4 2 1 3 5 On What? Where is the dossier

28. 28 How? Methods and techniques 6 4 2 1 3 5 Lobbying Write letter explaining concern Meet to discuss facts and best practice from other countries Support/ Research Find out evidence for your arguments as well as those of others Advocacy Make campaign material to gain support and involvement from others Write articles

29. 29 Where? Route planning 6 4 2 1 3 5 STAP Other Ngos Health professionals Ministries Health Education Information society Trade Parliament Different parties Champions? EP and EC Different DPT and MEPS. Organise a meeting in the EP, etc…

30. 30 When? Policy Process 6 4 2 1 3 5 2009 2010 June 2010 DRAFT IA Rand Europe IA consultation 1st version of the IA sent to IAB All Stakeholders are invited to respond YOU ARE ALL STAKEHOLDERS THE EC NEEDS INPUT, DATA, ASSESSMENTS, analysis SO THAT THEY CAN DO A GOOD PROPOSAL

31. 31 When? Policy Process 6 4 2 1 3 5 End 2010/2011? 2011/12 2012 mid 2013 2014/16 Consultations TPD priorities EC Interservice consultation EC proposal Adopted? Co-Decision EP+Council 2 readings: 18 months Implementation Your input will be needed again

32. About Burson-Marsteller Brussels 6 Budget 5 Our Strategy & approach 2 Project objectives 1 Programme components & action plan 3 Process Evaluation 4

33. 33 6 5 4 3 2 1  Where can we improve our skills?  What can we use again?  What did we learn from the process? –To do our research –Don’t make assumptions –Find out who are the other stakeholders Process Evaluation

34. About Burson-Marsteller Brussels 6 Our Strategy & approach 2 Project objectives 1 Programme components & action plan 3 Our Team 4 5 Why is change so hard to achieve?

35. 35 6 5 4 3 2 1 3 2 1  The status quo ‘works’ because it is known. Change is unknown, you have to prove that what you want will ‘work better’  Some people or organisations benefit from the status quo and will oppose change  Change = loss of control = unpredictable = fear  Change requires effort, negotiation, compromise, leadership  No wonder helping people and organisations to change is a specialised profession Why is change so hard to achieve?

36. 36 6 5 4 3 2 1 3 2 1  Why change is needed and why now.  What you want to happen and how things will be different.  Who will benefit and who will lose out.  What it will cost and who will pay for it.  What you want someone to do when they should do it.  How you will help them. Successful advocates communicate:

37. 37 6 5 4 3 2 1 3 2 1 Planning is the KEY:  CHOOSE YOUR “engagement” CAREFULLY  Background - what is the issue, the processes and timeframe?  Define your messages - what do you want to say? What is unique or special about your position?  Identify your targets - who takes the decisions? Who do they listen to? What is important to them?  Select your vehicles - activities, events, information releases, meetings, conferences, media relations, demonstrations, publicity stunts  Check the landscape - who are your allies and opponents? Track their messages and respond.

38. Our Strategy & approach 2 Project objectives 1 Programme components & action plan 3 Our Team 4 Budget 5 Elevator Exercise: 6

39. 39 6 5 4 3 2 1  Which individual is the most important person for you to influence to help your work on?  If you were in a lift with this person and had 60 seconds to talk to them, what would you say? Elevator Exercise:

40. 40 6 5 4 3 2 1 Thank you for your attention