FINAL PROJECT for PURPOSIVE COMMUNICATION

ADVOCACY CAMPAIGN ON COMMUNICATION

“The ability to communicate is essential to the success of any undertaking and an

important factor in the achievement of its objectives. We have entered an age of
knowledge, and the key to accessing and harnessing that knowledge lies in the ability to
communicate.” 

Advocacy is all about influencing and driving change. And this will happen only
through effective, consistent and focused communication.  A strategic and
creative advocacy communication campaign is proactive rather than reactive to
the external factors; thereby driving the agenda, ahead. In the social and
economic development context the aims of advocacy are to create or change
policies, laws, regulations, distribution of resources or other decisions that affect
people’s lives and to ensure that such decisions lead to implementation.

Developing a good advocacy communications strategy will help one plan and
manage work efficiently targeting the people who have the power to make the
changes one wants to see. It not only increases awareness of the issue; it allows
for consistent communication within the organization.

Of course, similar to a PR campaign, it is important to follow the must-haves in

an advocacy communication campaign.  Here are some tips to build into the
campaign:

1. Well- defined goals (GOAL): The goals need to clear and measurable. They
need to be doable and not ambiguous. If the goal is to provide clean
sanitation; then mass-awareness on sanitation and the linkage between
sanitation and hygiene needs to be established clearly.  The long-term
communication goal however will be to raise the issue of hygiene in the
political agenda.
2. Mapped target audience (TARGET AUDIENCE/S): Who are they? What is
their thinking? What are their key values that drive them to do something?
These questions need to be answered.
3. Articulated messages (MESSAGE): The messages need to be simple.
Messages are designed to achieve goals. A successful advocacy campaign
will most certainly involve simple messages that resonate with
stakeholders and garner support to the campaign. This does not mean
restating the goals. It simply means building a compelling case with your
target audience.
 4. Carefully designed toolkit (IMPLEMENTATION): Implementation holds
the key. The implementation needs to be broken down to the various levels
and should cover the communication approaches to be taken for each
stakeholder at individual levels. Effective campaigns are built on decision
points, real or created. Maybe legislation is possible now or an
international/global platform is addressing the same issue soon or some
event being organized, has made the issue timely and current. Tell people
why now.

The success of any advocacy communication campaign is also simple.  Advocacy

communication to bring about policy changes takes time and patience. Like
consumers, politicians and policy makers are influenced by the power of
repetition. The many number of times an issue is repeated and echoed is critical.
Hence, marrying strategy and tactics will help in driving an effective advocacy
campaign. To summarize, developing a good advocacy communication strategy
will help one plan and utilize time and money effectively. What it does is to
provide clarity on issues; goals and deliverables for a sustained advocacy, driving
change.

EXAMPLES OF COMMUNICATION ADVOCACY CAMPAIGN:

 ON YOUR COVER PAGE: (THE FF SHOULD BE SEEN)

ADVOCACY CAMPAIGN ON COMMUNICATION

“The ability to communicate is essential to the success of any undertaking and an

important factor in the achievement of its objectives. We have entered an age of
knowledge, and the key to accessing and harnessing that knowledge lies in the ability to
communicate.” 

SUBMITTED BY:

PROGRAM:

SUBMITTED TO:

(NAME OF YOUR INSTRUCTOR)