The CUBE Model of Advocacy

Jonathan C. Villasor, Jr.

United Nations International Children's Emergency Fund (UNICEF) in 2005 based from
the presentation of Dr. Narcisse de Medeiros for their AIDS communication programme
described the CUBE model as a
prioritization tool and in developing a
communication strategy. This features
(1) the locale, time, method, and
participants of communication strategy
and (2) the problem assessment, issue-
prioritization and resources.

The model serves as a framework for

systematically assessing a project along
the three (3) specific parameters to
select and prioritize sites, groups, and
communication strategies. The figure on
the right describes this purpose.

How is prioritization done?

The next important step is to assign priority for each of these factors within the three
dimensions. This is done after the conduct of an initial mapping. Each of the factors
within each dimension can be prioritized following a scale from 1 to 3 (3 = high, 2 =
average, and 1 = low).

Take note that the first and second dimensions determine the problem priority for a
specific area while the third dimension (partners and resources) helps select the type of
communication strategy for each zone.

All the zones in the cube model have communication strategies but each zone differs in
the type of strategy to be used. The emphasis here is that such a communication
strategy should effectively address issues and concerns in all the zones. Communication
strategies transmit information that is understandable for a particular audience (Pontis,
2018) and is rightly prepared and relayed to the right people (Patnaik , n.d.)
Priority level for each zone is labeled as P1, P2, P3, and P4 in descending order.
 First Priority (P1) zones are those
where the problem is a high priority and has
high resources and partners’ commitment.
The main strategies identified are BCC and
community empowerment, with advocacy
and social mobilization as support strategies.
 Second Priority (P2) zones are those
where the problem is a high priority but has
low resources and partners’ commitment.
The main strategies identified are advocacy
and social mobilization. BCC begin where
resources are likely to be allocated shortly.
 Third Priority (P3) zones are those
where the problem is low priority and has
high resources and partners’ commitment. In these zones, communication
strategies will be customized, focusing on the needs and rights of the most
vulnerable groups. In general, communication activities are aimed at supporting
sectors (health, education, protection, etc.)
 Fourth Priority (P4) zones are those where the problem is at low priority and has
low resources and partners’ commitment. In these zones, necessary basic
information should be made available to potentially vulnerable groups, while
continuing support for other priority development programmes.

Advocacy and Social Mobilization in the CUBE Model

In the prioritization model, Advocacy and Social mobilization are identified as support
and main strategies in the first and second dimensions.

They are support strategies in P1 to maximize the high resources and partners'
commitment to addressing the main priority problem. Given the high resources and
partnership commitment, advocacy is needed in order to upscale the existing high
resources and even partners’ commitment. Here, we see that communication strategy
does not hugely intend to deliver advocacy and engage partnership but it is more on
behavior change. The advocacy and social mobilization are just a supportive vehicle to
solve the main problem.

Community Tool Box (n.d.) emphasized that advocacy is best utilized to gather
support, raise funds, and encourage community members to support what is being
advocated. Meanwhile, social mobilization is imperative to use to build a "heightened"
commitment among partners and the community as a whole. On the other hand, IGI
Global (n.d.) social mobilization acts as a catalyst for the community members to be
organized to find solutions and utilize resources to address problems. In social
mobilization, Rogers et al. (2017) stated that there is an effort to marshal many people to
act collectively.

Advocacy and social mobilization are considered main strategies to address the low
resources and partners' commitment. Through advocacy, the problem of low resources
and the commitment of partners can be addressed. By providing policymakers and
other stakeholders the information and education on the importance of addressing the
issue through advocacy, support in the form of policy decisions for funding is
accessible. Stand For Your Mission (n.d.) stated that advocacy through education is
helping decision-makers to understand how people and communities will be impacted
by policies and decisions they are going to make. Meanwhile, social mobilization is an
effective strategy to gather all possible partners in addressing problems. IGI Global
(n.d.) articulated that through mobilization, societal and personal influences are
gathered to raise awareness to cultivate sustainable individual and community
involvement.

Through the cube model, the most important priorities and the appropriate
communication strategies are identified as a way to address a particular issue or
problem that involves individuals or their communities. Strategies to communicate,
such as advocacy and social mobilization, are essential aspects of the model. As applied
in the cube model, advocacy and social mobilization are seen to be effective in upscaling
high resources and partner's commitment as effectively as it is to address the problem
of low resources and the commitment of partners.

Discussion Question:
What is/are the weakness/es of the CUBE model (if there is any)? If there is/are, what
could be a possible remodel?

WORKS CITED

Community Tool Box. (n.d.). Getting an Advocacy Campaign Off the Ground. https://ctb.ku.edu/en/table-of-contents/advocacy/advocacy-
principles/overview/main
IGI Global. (n.d.). What is Social Mobilization? https://www.igi-global.com/dictionary/social-mobilization/73436
Patnaik, M. (n.d.). Importance of Communication Strategy within Organization. https://www.ucanwest.ca/blog/business-
management/importance-of-communication-strategy-within-an-
organization#:~:text=Putting%20a%20communication%20strategy%20into,workplace%20and%20preventing%20any%20ambiguity.
Pontis, S. (2018). Making sense of field research: a practical guide for information designers. Routledge.
Rogers, T., et al. (2017). Social Mobilization. https://scholar.harvard.edu/files/todd_rogers/files/rogers_goldstein_fox.2017.pdf
Stand For Your Mission. (n.d.). Why Advocate? https://standforyourmission.org/advocacy-your-nonprofit/
UNICEF. (2005). Strategic Communication For every child Health, Education, Equality, Protection ADVANCE Humanity - For Behaviour and
Social Change In South Asia.
file:///C:/Users/acer/Desktop/COMM380/Module%201/Strategic_Communication_for_Behaviour_and_Social_Change.pdf