Introduction to Advocacy

Course transcript

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To navigate through the course, use the buttons in the interface or their keyboard equivalent.

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For a print version of the course, download the course transcript PDF from the RESOURCES section.

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Nearly 1 in 200 children in the world is a refugee.

Millions of children worldwide are deprived of their basic rights which include nutrition, health, water,
shelter and education.

Every child deserves a childhood, a future and a fair chance.

With UNICEF advocacy, you can make a difference.

Select START to begin the Introduction to Advocacy course.

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Welcome to the Introduction to Advocacy course!

This course will help you explain the importance of advocacy for achieving results, discuss how UNICEF
conducts advocacy, and describe the components and principles of UNICEF advocacy strategies.

The course also shares examples of successful UNICEF advocacy strategies.

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The Introduction to Advocacy course has five topics.

 What is Advocacy? discusses making a difference in children’s lives through advocacy. Advocacy
is defined and the concept of a human rights-based approach to advocacy is introduced;
 Why Advocacy? explains the importance of advocacy;
 How to Advocate provides an example of how to conduct strategic advocacy;
 Strategic Advocacy Steps outlines a practical approach to advocacy; and
 The course summary reinforces key points about advocating for children.

Select a topic to learn more.

Reviewing the course in sequential order is recommended.

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We can make a difference:

“Never doubt that a small group of thoughtful, committed citizens can change the world; indeed, it’s the
only thing that ever has!”

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Since our inception in 1946, UNICEF has fostered positive change by protecting and promoting children’s
and women’s rights.

UNICEF pursues positive and sustainable change by adopting advocacy as a core strategy.

We:

 Partner with stakeholders and decision-makers, such as governments and non-profit

organisations;
 Promote ideas of change for the public;
 Engage children and young people so their voices are heard at all levels; and
 Target and use mass media to share information about advocacy for children.

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In addition to solving immediate problems, advocacy transforms relationships between government and
civil society to facilitate accountability, partnership and cooperation for UNICEF causes.

Through advocacy, we have the potential to create lasting change.

We make a difference by raising awareness in decision-makers, highlighting where disparities and

injustice exist, and helping to enact policies that support the rights of children and women.

We advocate today to achieve bigger, better and more sustainable results for tomorrow.

This course is about what advocacy means to UNICEF and how, together, we make a difference.

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What is advocacy? According to the Oxford English dictionary, advocacy designates public support or
recommendations for a cause or policy.

There are many valid definitions and ways to advocate. Based on UNICEF’s work and experience, here is
one overarching definition:

Advocacy is the deliberate process, based on demonstrated evidence, to directly and indirectly influence
decision-makers, stakeholders and relevant audiences to support and implement actions that contribute
to the fulfillment of children’s and women’s rights.

Select each tab to learn about key terms of the advocacy definition.
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UNICEF applies human rights-based advocacy to improve children and women’s lives.

We support right holders, especially women and children, in claiming their rights; and ensure duty-
bearers, such as governments, are accountable to right holders.

The human rights-based approach leads to changes in policies and institutions, individual attitudes,
behaviours and actions, which support positive change for children and women.

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Ask these questions to determine if your advocacy effort is on the right track:

 Is there an approach to influence decision-makers?

 Is there a process to change power relationships between stakeholders?
 Does the outcome result in systemic changes with maximum gains for children and women?
and,
 Does the overall goal support the rights of children and women?

For additional advocacy guidelines, download the Advocacy Toolkit from the RESOURCES section.

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Let’s review a scenario to reinforce what you have learned.

Research about immunisation coverage was conducted with the support of a local research institute and
several NGOs. Household surveys indicated that children in a certain district were not receiving
adequate coverage.

The Ministry of Health could implement immunisation programmes for children in the district if
government spending increased.

A report about the completed research, including a detailed analysis, was posted online.

Was this initiative a good example of strategic advocacy?

Based on your analysis of the scenario, select Yes or No from the drop-down menus. When you are
done, select SUBMIT.

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Select a topic to learn more.

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We can make a difference:

“Human progress is neither automatic nor inevitable... Every step toward the goal of justice requires
sacrifice, suffering and struggle; the tireless exertions and passionate concern of dedicated individuals.”
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Why is advocacy important?

Select each image to learn about the significance of advocacy.

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It’s time to check what you have learned so far.

Why is advocacy an important UNICEF strategy?

Select the correct answer, then select SUBMIT.

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Select a topic to learn more.

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We can make a difference:

“A journey of a thousand miles begins with a single step.”

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Let’s review a scenario about the impact of advocacy

In 2007, the Icelandic National Committee for UNICEF advocated for the incorporation of the
Convention on the Rights of the Child (CRC) into the Icelandic legal framework.

They organised a symposium with high-level participation, including parliamentarians working on

changes to Icelandic law.

Symposium visibility was enhanced by The Convention on the Rights of the Child, a publication which
referenced Icelandic legislation. It was distributed nationwide to institutions with an interest in
children’s rights. The distribution built a base of support around the CRC and updated children’s rights
legislation.

UNICEF and their partners distributed posters with a child-friendly version of the CRC to primary and
secondary schools, youth centres, sports clubs and swimming pool facilities. These posters in the public
sphere, helped raise broader awareness of children’s rights.

The Theory of Change was explained, and advocacy actions supported it. The goal was to re-establish
children’s rights as an issue on public and policy agendas.

As a result of these combined efforts, the visibility of children’s rights improved, and the Icelandic
parliament incorporated the CRC into Icelandic law.
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Strategic advocacy is about optimal ways to achieve wide-ranging positive outcomes for children’s and
women’s rights.

When you don’t advocate strategically, you are simply performing a set of seemingly unrelated
activities.

On the other hand, when advocacy is strategic, activities, messages and ultimately the impact, reinforce
each other.

Next, you will learn how to plan and advocate your strategy.

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Before building an advocacy strategy, consider some recommended guidelines.

First, you may need to acquire thorough information about your project.

Then engage in creative problem-solving, seek guidance and mentorship from experienced staff and
partners who can monitor your progress.

You will need analytical and communication skills to gather or generate evidence and communicate your
message.

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Develop these capacity areas for effective advocacy.

Select each capacity area to learn more.

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Let’s check your knowledge of essential capacities for effective advocacy.

Select the correct capacity area for each capability.

When you are done, select SUBMIT.

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Select a topic to learn more.

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We can make a difference:

“If you’re in the luckiest 1% of humanity, you owe it to the rest of humanity to think about the other
99%.”
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How is advocacy reinforced?

To think like an advocate, follow these steps:

 Understand the situation and your audience;

 Identify processes and recognise capacities; and
 Develop an action plan and evaluate strategy.

Select each step to learn more.

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First, understand the situation and your audience.

Ask yourself:

 What do we want?
 Who can make it happen?
 What do they need to hear? And
 Who do they need to hear it from?

Select each question to learn more.

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Select a step to learn more.

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Next, identify the best methods for delivering child advocacy messages.

Ask yourself:

 How can we make sure they hear it?

 What do we have? And
 What do we need?

Select each question to learn more.

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Select a step to learn more.

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Finally, start to develop a strategic advocacy plan using two questions.

Ask yourself:

 How do we begin to act? And

 How can we tell if it’s working?
Select each question to learn more.

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Let’s review a scenario.

Xavier and Shazia are part of a polio eradication campaign in India. Their outreach to village populations
through popular media and mobile camps has been successful.

They have researched their target audiences and have a good idea about potential motivational
messages.

Xavier and Shazia have also determined there are adequate resources for the campaign.

What do Xavier and Shazia still need for a successful advocacy campaign?

Select the correct answer, then select SUBMIT.

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Now you are ready to develop a strategic advocacy plan.

For more information, download the companion publication to the Advocacy Toolkit, Monitoring and
Evaluating Advocacy, from the RESOURCES section.

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Select a topic to review.

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We can make a difference:

“It is not where you start but how high you aim that matters for success.”

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You have completed the Introduction to Advocacy course. Let’s review what you have learned.

Select each topic to review the key course takeaways.

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Now, it’s time for you to act.

Think like an advocate.

Make sure the voices, needs and perspectives of children are heard at all levels.

Be aware of what you can do and continually build your capacities as an advocate.

Evaluate risks, monitor progress and work towards your goal of making the world fit for children.
Advocacy takes planning and careful assessment of what can influence change.

Remember, advocacy is not easy. A journey of a thousand miles begins with a single step.
Be sure to download the Advocacy Toolkit from the RESOURCES section.

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Congratulations! You have completed the Introduction to Advocacy course.

Select EXIT to close the course.