The policy advocacy cycle

This framework outlines the basic steps of a policy advocacy campaign. The questions below each
step can help you think through each stage of the process—it is important you are able to answer
these questions to ensure an effective campaign.

1. Identify and analyse the policy issue

a. What is the problem you are trying to solve?
b. Why is it a problem?
c. What is the history of this issue?
d. Which other stakeholders with similar views could you partner with to conduct a
policy advocacy campaign?
2. Develop a policy position supported by evidence
a. What policy change will address the problem?
b. What evidence already exists to support your position, and what evidence will need
to be gathered?
c. Can you clearly link your policy position to your evidence base?
3. Set an advocacy objective
a. What outcomes can you realistically influence?
b. What outcomes will you be able to point to as a direct result of your advocacy?
c. What outcomes will you be happy with, i.e. how will you measure success?
4. Identify key decision makers
a. Who has the power to influence the desired policy change, e.g. legislators,
regulators, funders?
b. What motivations might these decision makers have to support or not support your
desired outcomes?
c. What tactics can you use to influence these decision makers?
d. Which other stakeholders have a vested interest in this policy issue, e.g. who might
become an obstacle to achieving your desired outcomes?
5. Define the key messages and the “ask”
a. How can you clearly and succinctly articulate your policy position and the evidence
supporting it?
b. What specifically are you asking decision makers to do?
c. How realistic is your policy position, i.e. how likely is it that your proposed changes
will be successfully implemented?
d. How might you need to adapt your policy position and your “ask” to take into
account the interests of key decision makers and other stakeholders?
6. Set a timeline
a. What key dates and deadlines are important for your campaign, e.g. is there a
timeframe during which you are more likely to be able to access key decision
makers?
7. Assess resources
a. What resources, including financial resources and staff time, are you willing to
commit to the campaign?
 b. How might you be able to share resources with other supportive stakeholders?
c. How can you maximise your impact based on available resources?
8. Choose tactics
a. Based on all of the analysis undertaken so far, what are the most appropriate tactics
for your campaign, e.g. direct lobbying, media advocacy?
b. What are the risks and benefits associated with each tactic?
9. Implement tactics and monitor
a. What is the best way to implement your chosen tactics?
b. How can you monitor the effectiveness of your tactics throughout implementation?
c. How might you need to adapt your tactics based on ongoing monitoring and
feedback throughout implementation?
10. Evaluate and share results
a. How will you know if you have achieved your desired policy outcomes?
b. If you were not able to achieve your desired outcomes, why not?
c. How might you learn from your campaign to improve future advocacy?
d. How can you link the policy outcomes to your campaign?
e. How can you best summarise and communicate the effectiveness of your campaign
to key stakeholders such as collaborators and funders?