Advocacy for Public Health

Paula Lantz

University of Michigan

Public Policy Advocacy

• Goal: To influence public policy through various forms of persuasive communication.

• Sustained public policy attention will occur when issue becomes a political priority.

Political Priority (Center for Global Development, 2007)

National political leaders publicly and privately expressed sustained concern for issue.

Government, through an authoritative decision-making process, enacts policies that offer multiple strategies to address the problem.

Government allocates and releases public budgets commensurate with problem’s gravity.

9 Factors that Shape Political Priority (Center for Global Development, 2007)

Based on case study: Global Safe Motherhood Initiative in Guatemala, Honduras, India, Indonesia and Nigeria

9 factors shaped degree to which maternal mortality achieved political priority in 5 counties

9 factors divided in 3 broad categoriesTransnational Influence

Domestic Advocacy

National Political Environment

9 Factors that Shape Political Priority (Center for Global Development, 2007)

Transnational Influence1. Promotion of global norms

2. Provision of resources/financing

Domestic Advocacy3. Unity among advocates

4. Political champions

5. Use of research/indicators to define problem

6. Use of focusing events to bring attention

7. Offering of clear and practical policy solutions

National Political Environment8. Political transitions can help or hurt efforts

9. Competing health priorities

Role of Advocacy

• Advocates can influence the policy process at all stages

• Data and research evidence can and should be used by advocates at all stages

Problem definition/issue framing Assessment of potential interventions Policy choices Policy implementation Policy evaluation

USAID Frame for Advocacy1. ANALYSIS

2. STRATEGY

3. MOBILIZATON

4. ACTION

5. EVALUATION

6. CONTINUITYLeads back to analysis and strategy

ANALYSIS

ACTION:Tactics for Persuasive Communication

Issue briefs 1-2 pagesIssue reviews 4-6 pages

Letters to the EditorEditorials (Op/Eds)Information campaignsOther forms of public education

Letters to policymakersVisits to policymakers (with packet of materials)Testimony (written, oral)Draft legislation

Issue Briefs

1 to 2 pages longTailored to target audienceClear and concise messageUse of bullet points

Issue briefs most successful when: Most attention is given to policy

agenda rather than defining the problem

Call to action is clear Message resonates with core values

Issue Reviews

5 to 8 pages longTailored to target audienceProvide condensed summary of

information on problem and the proposed policy agenda

Goal: To provide a concise argument for political priority for your agenda

Issue reviews most successful when: Conclusion (call the action) is up front Call to action is clearReview of data/evidence is not biased Sources are complete and accurate

Editorials or Op/Ed Pieces

Persuasive communication directed at general public audience

Typically 750-800 wordsWriting style: Usually with attitude;

punchy and energizedAvoid long academic sentences; do not

have many facts or statisticsWrite for the average personMain message or punch line needs to

be at beginning of the piece, not the endBe specific and clear about your action

agenda

Themes Across Tactics

• Lead with your conclusion• Be concise and to the point• Be clear about what you want: action

agenda must be clear• Emphasize policy strategies rather than

policy goals– Policy goal: Increase prenatal care use– Policy strategy: Increase in public funding for nurse

midwives to provide PNC at public clinics

• Spend more time describing your policy strategies than the problem

Themes Across Tactics

• Understand stakeholder positions and arguments against your position

• Be ready with counter-arguments

• Be honest and have integrity

• Document your sources with care

• Be polite and thankful for access

• Nurture relationships

Science versus Advocacy (WHO)

Science• Build case gradually before

presenting conclusions• Several points can be

made in same paper• Technical language used• Detailed explanations• Hastily prepared materials

can be discredited• Need to be unbiased and

objective

Advocacy• State conclusions first, then

support them• Limit number of messages• Avoid technical jargon• Simplification is preferred• Quick but accurate

preparation and action are needed to take advantage of opportunities

• Present a compassionate argument based on fact

Nine Laws of Successful Advocacy Communication

(Fenton Communications, Washington, DC, 2001)

Communication is a means to an end, not an end in itself.

Nine laws developed by communication experts and successful advocates for social change

Nine Laws of Successful Advocacy Communication

There are 3 ESSENTIAL components to any advocacy communications campaign:

1. Clear, measurable goals2. Extensive knowledge of

whom you are trying to reach and what moves them

3. Compelling messages that connect with your target audience

Nine Laws of Successful Advocacy Communication

The 3 essential components are ensured by:4. Systematic planning and

review from the start5. Clear instructions to people for

what to do, how to do it and why

6. Making the case for why action is needed now

7. Matching strategies/tactics to audiences

8. Budget is adequate for success9. Relying on experts when

needed

Case Studies of Advocacy Campaigns

• Global Safe Motherhood Campaign

• truth campaign (smoking prevention)

• Women’s Right to Life and Health Project in Nepal

• Promotion of Antiretroviral Therapy in Thailand

• Breast Health Global Initiative