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Planning the Advocacy Campaign - General Advocacy Guides

The Advocacy Toolkit produced by Tearfund in 2002 aims to help any organization, community or group of people considering an advocacy intervention. The two-volume series presents self-contained modules to be used by organizations or groups of people completely new to advocacy that are considering an advocacy intervention. The toolkit has been written as a self-facilitation manual. However, Tearfund recommends that the modules be used with a facilitator or even in a workshop setting. The exercises use a range of methods, and introduce a variety of tools for application, including small group discussion, drawing, role play and Bible studies.

The first volume, Understanding Advocacy (English, Spanish, French), is divided into two main parts. Part A includes a section on advocacy and development. It examines the definitions and importance of advocacy and good practices. Part B considers theology and advocacy. It reviews the biblical basis for advocacy, including the mission of the church, ways to overcome the reasons given against church involvement in advocacy, and options for involvement. The second volume, Practical Action in Advocacy (English, Spanish, French), covers a strategic planning process for advocacy and examines the basics of preparing for, and conducting, advocacy interventions. This process includes identifying an appropriate advocacy issue, conducting research and analysis, and planning, implementing and evaluating the intervention.

The ABCs of Advocacy (English, Arabic) produced by DanChurchAid is a comprehensive guide to advocacy. Based on Pact’s Advocacy Expert Series, the first section examines the role of civil society in advocacy, power issues, and principles needed for successful initiatives. Readers learn to identify and analyze problems and define the advocacy issue. As part of the planning process, they learn to set objectives and indicators, analyze stakeholders, and identify targets. They also learn message development, analyzing strengths and weaknesses and mobilizing resources for the campaign. At the implementation stage three major advocacy strategies are reviewed in detail: lobbying, working with the media and building coalitions. Finally, the reader receives an introduction to the emerging field of electronic advocacy and to advocacy evaluation. The final section presents a dozen case studies from Jordan, Lebanon and Palestine on topics ranging from local-level advocacy to national campaigns. The case studies are not necessarily success stories; rather they aim to faithfully narrate the process that advocates went through, making this a valuable learning tool. 

Progressio has developed a number of tools of use to advocacy planners and implementers. The International Advocacy Project Plan provides an outline for project managers to clearly state the expected positive outcome of the planned advocacy work.  Those completing the plan must indicate (a) the organizational goals and objectives that the advocacy addresses; (b) indicators that apply; and (c) specific, measurable outcomes that the activity seeks to achieve. Planners are required to describe a baseline assessment and identify milestones and targets. There is a separate section for articulating assumptions and analyzing risks associated with the intervention as well as a section for providing background and feasibility analysis for the campaign. 

The World AIDS Campaign, with the support of the Ecumenical Advocacy Alliance, developed the Faith Advocacy Toolkit (English, Spanish, French) to guide faith-based organizations in strengthening their advocacy for universal access to HIV prevention, treatment, care and support. It provides examples of faith-based advocacy on HIV and AIDS, including quotes from various traditions on working for justice and compassion, and challenges that particularly faith-based organizations may have to address in becoming advocates in this area. It gives a step by step guide to planning an advocacy campaign, including worksheets.

World Vision’s HIV and AIDS Advocacy Training and Implementation Guide is intended to strengthen capacity of program staff working on HIV/AIDS advocacy. The publication is divided into three modules that (1) conceptualize advocacy, (2) introduce planning for HIV/AIDS advocacy and (3) build skills for implementing HIV/AIDS advocacy work. Each of the topics is designed as a workshop session with learning objectives, timetable, material and preparation needs, and handouts. The guiding tools for implementing HIV/AIDS advocacy cover 9 methods of conducting HIV/AIDS advocacy work. The first module on advocacy concepts includes training exercises that will be of interest to advocacy trainers working in other sectors, for example on how to identify whether an intervention is advocacy, development or both. It also has sessions on the LEAP framework program cycle (Learning through Evaluation with Accountability and Planning) and on evaluation of advocacy.

The Framework for Public Witness and Advocacy allows members of The United Church of Canada to understand what is meant by public witness in the Church. The document begins by recalling Canada’s aboriginal, French and English heritage and recognizes Canada’s multi-faith culture and the need for education and capacity building for justice making to energize and open congregations to respond appropriately. The Advocacy Framework then recalls the Biblical roots of public witness and explains the role of advocacy in God’s Mission for the Church. The definition of advocacy is reviewed that explains the difference between advocacy and partisan politics and views the participation of communities, congregations and individual members as integral to the witness process. The Advocacy Framework outlines guidelines for activities and for communication within UCC on advocacy issues.

The project proposal entitled Emergency Assistance to Protect Albinos in Eastern Burundi prepared by the Lutheran World Federation (Burundi) provides an example of what a proposal for advocacy activities can entail. It begins with a problem statement that outlines the four main challenges faced by Albinos in Burundi. In addition to services, proposed activities include advocating with government and law enforcement officials to ensure that people with albinism live in security, attend full academic potential and cease to suffer from stigmatization in the community.

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