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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
Email: advokit@misa.org
Web site: www.misa.org

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