 It is defined as making use of information

and communication strategies to bring an

issue in the public domain for discussion and
debate with the ultimate objective of bringing
about the desired change

 It has a very specific role in mobilizing public

opinion for change
 It targets a disparate set of target audience
using various strategies, tactics and instruments
to create awareness on the issue for seeking the
necessary change

 Some of the advocacy tools include media

campaigns, public speaking, mobilization o
groups for reaching at public places to raise
their voice, signature campaigns and
distribution of literature based on data from
credible sources
 It is defined as the process that engages and
motivates a wide range of partners and allies at
national and local levels to raise awareness of
and demand for a particular developmental
issue through face-to-face dialogue

 Members of institutions, community networks,

civic and religious groups and others work in a
coordinated way to reach specific groups of
people for dialogue with planned messages
 Anti-Dowry

 Dilution of Section 377

 Change.org is an interesting platform that
spearheads issues on behalf of individuals
and organizations
 Avaaz is world’s largest online advocacy

organization which operates in 15 languages

 UNICEF launched “Take Poo 2 Loo” digital
campaign on Facebook, Twitter, and YouTube
to spread the message of the harmful effects
of open is defecation
The campaign Creatives had a fictional character
named Poo in the shape of feces which was funny
and whacky
Over 1.5 lakh people pledged “to take the Poo to
the Loo”
Poo also made it to the Times “15 most influential
fictional characters of 2014”
 Mobilization of groups to reach public places
 # campaigns to join like minded communities
 Example Anna Hazare anti-corruption

andolan
Campaign Issue Who started it Core
communication
strategies
#WhyLoiter Freedom to go News Media Called for
to public places Women in India change of
at any time profile/cover
picture to one of
the posters
shared; sharing
posters on
personal
Facebook page
to build
awareness;
sharing your
picture of
loitering around
with location
Campaign Issue Who started it Core
communication
strategies
Dark is beautiful To fight against Women of Worth Series of online,
colour prejudice , Chennai onground and
wrt women media centric
messages, use
of celebrity as
advocates
Campaign Issue Who started it Core
communication
strategies
PinjraTod Campaign Students of Delhi Facebook
against sexist university and community,
rules in women’s colleges emails, blogs
hostels, and online
particularly those petition, a draft
that disallow report of
women from recommendation
staying out late for hostel rules
1. Identify the issue
2. Target audience segmentation
3. Determining priority areas
4. Message development (Quit India Movement)
5. Media selection (This should be the last step
in the process, that is, after the issue has
been decided, stakeholders segmented and
their behavior analyzed so that it fits into
the program and message and NOT the
other way round)