Advocacy for Public Health

1. Advocacy for Public Health Paula Lantz University of Michigan

2. 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.

3. 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.

4. 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 categories Transnational Influence Domestic Advocacy National Political Environment

5. 9 Factors that Shape Political Priority (Center for Global Development, 2007) • Transnational Influence • Promotion of global norms • Provision of resources/financing • Domestic Advocacy • Unity among advocates • Political champions • Use of research/indicators to define problem • Use of focusing events to bring attention • Offering of clear and practical policy solutions • National Political Environment • Political transitions can help or hurt efforts • Competing health priorities

6. 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 Role of Advocacy

7. ANALYSIS STRATEGY MOBILIZATON ACTION EVALUATION CONTINUITY Leads back to analysis and strategy ANALYSIS USAID Frame for Advocacy

8. Issue briefs 1-2 pages Issue reviews 4-6 pages Letters to the Editor Editorials (Op/Eds) Information campaigns Other forms of public education Letters to policymakers Visits to policymakers (with packet of materials) Testimony (written, oral) Draft legislation ACTION:Tactics for Persuasive Communication

9. 1 to 2 pages long Tailored to target audience Clear and concise message Use 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 Briefs

10. 5 to 8 pages long Tailored to target audience Provide 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 clear Review of data/evidence is not biased Sources are complete and accurate Issue Reviews

11. Persuasive communication directed at general public audience Typically 750-800 words Writing style: Usually with attitude; punchy and energized Avoid long academic sentences; do not have many facts or statistics Write for the average person Main message or punch line needs to be at beginning of the piece, not the end Be specific and clear about your action agenda Editorials or Op/Ed Pieces

12. 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

13. 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

14. 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

15. (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

16. There are 3 ESSENTIAL components to any advocacy communications campaign: 1. Clear, measurable goals 2. 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

17. The 3 essential components are ensured by: 4. Systematic planning and review from the start 5. 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 success 9. Relying on experts when needed Nine Laws of Successful Advocacy Communication

18. 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 Case Studies of Advocacy Campaigns