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ADVANCE FAMILY PLANNING

ADVANCE FAMILY PLANNING. SPITFIRE SMART CHART™ TRAINING FACILITATION WORKSHOP. AFP May 2013. SMART chart reprinted with permission from Spitfire Strategies. Workshop Objectives. Note to Trainer: Choose from list below in notes section and present with bullets Objective Objective.

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ADVANCE FAMILY PLANNING

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  1. ADVANCE FAMILY PLANNING SPITFIRESMART CHART™ TRAINING FACILITATION WORKSHOP AFP May 2013 SMART chart reprinted with permission from Spitfire Strategies

  2. Workshop Objectives • Note to Trainer: Choose from list below in notes section and present with bullets • Objective • Objective

  3. Rules for Advocacy Planning • Start with the issue to address • Go in order—systematic, disciplined approach • Make choices— • focus on limited number of things

  4. Laws of Effective Advocacy • Perception vs. fact • Repetition & consistency • Targeted to • Decisionmakers

  5. Smart Chart™ Strategic Approach

  6. STEP 1.Program Decisions

  7. STEP 1. Program Decisions Goal What do you want to achieve long term? Objective What is the first step to take toward your goal? Decision maker Who can act to make your objective a reality?

  8. STEP 1.Program Decisions Setting Objectives—Think SMART™ S pecific M easurable A ttainable R ealistic T ime-bound

  9. STEP 1. Program DecisionsObjectivesGoal NOW 1ST 2nd 3rd 4TH GOAL Objective Objective Objective Objective No veggies to eat Organize friends/neighbors Find a plot Organize planting/maintenance Grow and Harvest Eat your veggies!

  10. STEP 1. Program DecisionsGoal and Objective Group work to develop broad goal and SMART policy objective

  11. STEP 1. Program DecisionsWho Makes the Decision? Who has the power to help reach your objective? Who can ensure that contraceptive supplies and services are available?

  12. STEP 1. Program DecisionsWho Makes the Decision? Group work to identify decision maker(s) who can make your objective a reality?

  13. STEP 2. Context

  14. STEP 2. Context

  15. STEP 2. Context Internal Review—What Do You Control? • Money • Staff & Volunteer Time • Expertise • Spokespeople • Relationships • Allies & Coalitions • Communication Channels

  16. STEP 2. Context—Internal Scan What do you control?

  17. STEP 2. Context External Review—Outside Influences • Planned Events • Opposition • Competition • Audience Perceptions • Media Coverage • External Forces • Global Alliances

  18. STEP 2. Context—External Scan Outside Influences

  19. STEP 2. Context Internal and External Review Group work to do internal and external review

  20. STEP 2. ContextDefine Your Position Frame Fortify and Amplify Reframe

  21. STEP 2. ContextPosition 1—Frame Your Issue • Take this approach when • No current discussion exists • Few people have relevant knowledge • Few misperceptions exist

  22. STEP 2. ContextPosition 2—Fortify or Amplify Your Issue • Take this approach when • The debate is already in motion • The terms of the debate are favorable • People agree with you

  23. STEP 2. ContextPosition 3—Reframing Your Issue • Take this approach when • There is no way to win within the existing frame • It is time create space for a new, more productive conversation

  24. STEP 2. ContextExample • Define Your Position – • Frame • Fortify and Amplify • Reframe

  25. STEP 2. ContextDiscussion – Where are we now?

  26. STEP 2. ContextPosition 3—Define Your Position • Group work to define your position

  27. STEP 3. Strategic Choices Audience Target Who must you reach? Readiness Where is your audience on your issue? Core Concerns What existing belief or value can you tap into with your audience? What existing belief might be a barrier? Theme What theme will guide messaging that reinforces the core concerns?

  28. STEP 3. Strategic ChoicesTarget Your Audience Who must you reach to achieve your objective?

  29. STEP 3. Strategic ChoicesWho Controls the Budget?

  30. STEP 3. Strategic ChoicesTarget Your Audience • Share knowledge • Build will • Reinforce action

  31. STEP 3. Strategic ChoicesSharing Knowledge • Does not know information • Knows but does not care • Knows but does not believe

  32. STEP 3. Strategic ChoicesBuilding Will • Know what the barriers are • Stay in the comfort zone • Make the reward bigger than the risk

  33. STEP 3. Strategic ChoicesReinforcing Action Celebrate win Congratulate and thank

  34. STEP 3. Strategic ChoicesCore Concerns What does he or she care about? What are his values? How do we connect? What will it take to get his attention? Is it worth it?

  35. STEP 3. Strategic ChoicesBuilding Will Group work to target your audience

  36. STEP 3. Strategic ChoicesTheme What is a theme? A theme is a unifying element that gives meaning to your messages.

  37. STEP 3. Strategic ChoicesTheme—Different Perspectives-- Source: Population Reference Bureau ,www.prb.org

  38. STEP 3. Strategic ChoicesTheme—Overview Themes will change depending on your decision maker Examples: • Rational– evidence or facts are used • Emotional – stories • Moral – rights based approach

  39. STEP 3. Strategic ChoicesRational Theme – Kenya Example • Greater access to effective contraception is essential to attain MDG 5 (improving maternal health • Message • Use of family planning improves maternal health • The WHO guidance recommends this shift based on evidence Enabling Community Health Workers to Provide Contraceptive Injectables in Kenya

  40. STEP 3. Strategic ChoicesEmotional Theme – Kenya Example • Show that nurses are valued to gain their support • Message • Recognize nurses’ expertise • Improve nurses’ job satisfaction Enabling Community Health Workers to Provide Contraceptive Injectables in Kenya

  41. STEP 3. Strategic ChoicesMoral Theme – Kenya Example • No woman should die giving life • Message • Save and improve lives • Overcome inequities, • reach rural women Enabling Community Health Workers to Provide Contraceptive Injectables in Kenya

  42. STEP 3. Strategic ChoicesThe Approach—Overview Enabling Community Health Workers to Provide Contraceptive Injectables in Kenya • Rational Theme Attain MDG 5 • Message: FP improves maternal health • Emotional Theme Concern for nurses • Message: Improve nurses’ job satisfaction, reach more clients • Moral Theme Reduce maternal mortality • Message: Save lives, provide access in rural areas RESULT: task sharing approved

  43. STEP 3. Strategic ChoicesTheme and Message Group work to determine the theme for the message

  44. STEP 3. Strategic ChoicesMessage Box Value Make your audience nod back at you in agreement Vision “So, what?” What the world will look like if your audience acts Target Audience Barrier (a.k.a. Overcome the Barrier) Ask What one, specific thing to do?

  45. STEP 3. Strategic ChoicesMessage Box Example Value Improving maternal health is critical to achieving the MDGs Vision Investing in family planning leads to achieving MDGs Barrier By meeting unmet need for family planning you save lives and resources and achieve the MDGs Target Audience Ask Create a contraceptive budget line item in the Mid-term Expenditure Framework

  46. STEP 3. Strategic ChoicesMessages • Does the message reflect core concerns? • Does it overcome—not reinforce—barriers? • Is the ask in the key decision maker’s comfort zone? • If not, does the benefit offered outweigh the risk? • Does the message offer a vision or emphasize a personal reward? • Does it convey hope toward success? • Is it consistent with the theme throughout?

  47. STEP 3. Strategic ChoicesMessages Group work to develop message box

  48. STEP 3. Strategic ChoicesMessengers

  49. STEP 3. Strategic Choices Decisions to make Message • Key points for each target audience Messengers • Who will best connect? • Are they available? Do they have knowledge? • Who is the audience’s social reference group on this issue? • Can you show a trusted leader taking action?

  50. STEP 3. Strategic ChoicesFour Sins of Messages Boring! Enough already! Statistical overload Lack of interesting story

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