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An advocacy campaign model
Media Institute of Southern Africa (MISA)
From the MISA media advocacy toolkit
November 04, 2004

Step 1

What is the issue?

  • Identify the issue.
  • Why tackle this issue at this time as opposed to other issues?
  • Why prioritise this issue?

A brief analysis of the issue:

  • What are your views on the issue?
  • Why are you concerned about this issue?
  • What is your agenda?
  • What other views are there on this issue?
  • Have you consulted both women and men?
  • Whose interests are served by each view?
  • Whose interests do you believe you are serving?

Step 2

How can you find out more about the issue?

  • Gather information on the issue in your national or local context.
  • Research regional or international examples and comparisons.
  • Become familiar with current policy, principles or guidelines.
  • Find precedents set other contexts.

Step 3

What is the vision of your campaign? What are the goals along the way?

  • In the light of your research, do you still hold the same position on this issue?
  • Establish non-negotiable/bottom lines.
  • Identify your goals clearly. Focus on small steps.

Step 4

Identify the players

  • Who are you targeting?
  • Who has the power?
  • Who are your allies?
  • Who are your opponents?

Step 5

What strategy will you use to achieve your goals?
Formulate an action plan (including some or all of the following tactics):

  • Consider what human and financial resources you have at your disposal.
  • Form a campaign committee that that is gender-balanced with relevant subcommittees.
  • Build alliance with other interest groups that are potential stakeholders in the campaign.
  • Develop allies and consider how to engage with them
  • Set up e-groups
  • Mobilise people you have identified as players
  • Raise funds.
  • Distribute information, e.g. in a newsletter.
  • Appoint spokespersons and identify charismatic individuals who will publicly associate themselves with the campaign.

Get media coverage:

  • Press releases
  • Letters to the editor
  • Articles in the press
  • Newspaper ads
  • Messages on radio and TV chat shows, interviews, radio ads
  • Posters
  • Protest songs

Get public attention:

  • Tshirts
  • Stickers
  • Buttons
  • Murals
  • Hold public forums/meetings
  • Organise road shows
  • Public protests consider using unusual actions
  • Identify key players and develop strategies to lobby government and other sectors.
  • Consider how to engage opponents, e.g. public debates.
  • Deal with attacks and counter arguments from opponents.
  • Consider potential risks or consequences, e.g. for your personal safety.

Step 6

How will you monitor and evaluate the success of your campaign?

  • Document the process of the campaign.
  • Record all responses to the campaign, e.g. press cuttings, photographs.
  • Consider mechanisms for changing tactics where necessary.
  • Assess your successes and failures relative to your goals.
  • How will you strengthen your campaign and take it further?

From the MISA media advocacy toolkit
Web site:

Promoting media diversity, pluralism, self-sufficiency & independence

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