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SAMUEL J OLAM, MD, MPH

Advocacy is an action directed at changing


the policies, positions or programs of any
type of institution
Advocacy is pleading for, defending or
recommending an idea before other people
Advocacy is speaking up, drawing a
community’s attention to an important issue,
and directing decision makers toward a
solution
WHY?
• Confused
• Too busy
• Feeling threatened
WHY?
• Confident
• Resourceful
• Well-informed
• Feeling supported
Stakeholder or audience analysis
Energy
invested Active resisters Active supporters
• Those who support your change
Blockers Champions
• Those who are against your change
• Those who don’t know yet Passive resisters Passive supporters

• Those who are against but don’t care Avoiders Silent boosters

Common interest
Achieve the Goal

Use Power

Build Power
Coalitions
Objectives
Fundraising

Evaluation Advocacy Data

Presentation Audiences

Messages
Identify the
problems

Monitor and Identify and


evaluate analyze key
process stakeholders

Implement Develop
the advocacy
strategies strategy

Create key
messages
Identify the
problems

Monitor and Identify and


evaluate analyze key
process stakeholders
1. Identify the problems

Implement Develop
the advocacy
strategies strategy

Create key
messages
Epidemiological assessment Social assessment

• Prevalence • Quality of life


• Incidence • Ethnography
• Years of life lost
• Years of life with disability
• Disability-adjusted life years
• Healthcare cost
• Subgroups within the priority population
• High risk groups
• Stakeholders
• Sponsors
• Colleagues
IMPLICATION

PROBLEM

CAUSE
VISION

GOAL

OBJECTIVE
• Specific
• Measurable
• Achievable
• Relevant
• Time-bound
Identify the
problems

Monitor and Identify and


evaluate analyze key
process stakeholders

2. Identify and analyze


key stakeholders
Implement Develop
the advocacy
strategies strategy

Create key
messages
Stakeholder or audience analysis
Energy
invested Active resisters Active supporters

• Those who support your change


Blockers Champions
• Those who are against your change
Passive resisters Passive supporters
• Those who don’t know yet
Avoiders Silent boosters
• Those who are against but don’t care

Common interest

Share your goal Strategy How much?

Champions YES Give them information Support loudly


Let them champion!
Silent Boosters MAYBE Educate, enable, inform, motivate!! Support silently
Avoiders NO Inform or ignore Oppose silently
Blockers NO Confront, ignore, convince, counteract Oppose loudly
Identify the
problems

Monitor and Identify and


evaluate analyze key
process stakeholders

3. Develop advocacy
strategies
Implement Develop
the advocacy
strategies strategy

Create key
messages

• Awareness raising, communication, and media work
• Communication for behavior change
• Developing partnerships/alliances/coalitions
• Lobbying and negotiating
• Campaigning
• Research/publications
• Work with children and young people
• Social mobilization
• Conferences/events
• Film
• Poster and meme
• Online petition
• Blog
• Theatrical show
• Flash mob
• Music
• Hearing
• Demonstration
Taken from “Semua yang Ingin Kamu Ubah Tapi Susah” by Pamflet
Identify the
problems

Monitor and Identify and


evaluate analyze key
process stakeholders

4. Create key messages

Implement Develop
the advocacy
strategies strategy

Create key
messages
• Who should be told?
• When should they be told?
• What should they be told?
• Where should the message be conveyed?
• Who should control the communications process?
• Focus on solutions
• Aim at your target market
• Use headlines and subtitles
• Have a crystal-clear message
• Try extreme marketing messaging
• Offer a marketing hook
• Leverage odd items, shapes, and sizes
• Answer directly "What's in it for the prospect?"
"If you want to gather honey, don't kick over the beehive"
“The deepest urge in human nature is ‘the desire to be important’.“
– John Dewey
“There is only one way under high heaven to get anybody to do anything...
And that is by making the other person want to do it.”


Identify the
problems

Monitor and Identify and


evaluate analyze key
process stakeholders

5. Implement the
strategies Implement Develop
the advocacy
strategies strategy

Create key
messages
Shared vision
Understand the Organization
Communicate
Collaborate
Experienced help where necessary
Strong group & leadership
Stakeholder buy-in
Identify the
problems

Monitor and Identify and


evaluate analyze key
process stakeholders

6. Monitor and evaluate


process
Implement Develop
the advocacy
strategies strategy

Create key
messages