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PARTICIPANT’S WORKBOOK
Public Health AdvocacyFor Public Health Professionals
Sustainable Management Development Program
Sustainable Management Development Program
Division of Global Public Health Capacity Development
Coordinating Office for Global Health
U.S. Centers for Disease Control and Prevention
http://www.cdc.gov/globalhealth/SMDP/
Version 1
Advocacy
Contents
Introduction
Sustainable Management Development Program ii
Acknowledgements ii
About This Course ii
Target Audience ii
Learning Objectives ii
Schedule ii
Icon Glossary ii
Public Health Advocacy
Introduction to Advocacy 2
Can You Describe your Program? 2
The Seven Steps of Advocacy 2
Conclusion
The Advocacy Pledge 2
Congratulations! 2
What’s Next? 2
Resources 2
Appendices
Appendix A Advocacy Worksheet 2
Appendix B Tips For Successful Grant Application 2
Appendix B Glossary Of Terms 2
Appendix C Course Evaluation Form 2
Contents | iii
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Introduction
Sustainable Management Development Program
SMDP works with ministries of health, educational institutions, nongovernmental organizations, and other partners to strengthen leadership and management skills and systems to improve public health in low resource countries.
Program Strategy
SMDP strengthens leadership and management skills and systems through—
· Integration with country public health priorities
· Strategic partnerships
· Technical assistance and training
· Policy and systems development
· Advocacy and education
· Evaluation
For more information, visit http://www.cdc.gov/globalhealth/SMDP/.
Acknowledgements
Dázon Dixon Diallo
Dionisio Herrera
Yvan Hutin
Gary Jewkes
National Institute of Epidemiology, Indian Council of Medical Research (ICMR)
Public Health Advocacy
About This Course
The goal of this course is to enable you to work more effectively as an advocate for public health programs.
Target Audience
This course is designed for supervisors in public health services. It is expected that they have responsibilities for communicating the benefits of specific public health programs or seek funding for their programs. There are no prerequisites to this course.
Learning Objectives
When participants complete this course they will be able to:
· Write an ‘elevator’ speech
· Identify partners to help your program succeed
· Identify sources for public health funding
· Develop an advocacy work plan
Schedule
· Introduction
· Introduction to Advocacy
· Can you describe your program?
· The seven steps of advocacy
· Summary
Icon Glossary
The following icons are used in this workbook:
TIP: SUPPLEMENTAL INFORMATION TO HELP PERFORM A TASK MORE EASILY
EXERCISE
Appendix C Course Evaluation Form | 29
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Public Health Advocacy
Introduction to Advocacy
Most of us do not think of ourselves as advocates, but every time we relate to someone about our public health programs, we have an opportunity to be an advocate. These can be high level decision makers, donors, or your friends in the community. What you say and how you say it represents your program to whoever is listening.
Are you an advocate?
Do you consider yourself an advocate for your program? If so, describe your role in the space below.
Benefits of Effective Advocacy
What are some benefits of effective advocacy? Record your ideas from the class discussion.
Can You Describe Your Program?
Before you can advocate for the needs of your program, you must be clear about what your program is!
What is the goal of your program? Who does it benefit? What would they want you to do? Does your program team share the same vision and objectives?
These are important questions to consider. If you are unsure of your program’s objectives, how could a donor or potential partner understand them?
Does your program have a vision statement? A vision describes the overall goal of an organization.
What is your program’s mission? A mission is a description of the ways your program works to achieve its vision.
If you do not have one already, when you return to your office, work with your team to develop a shared vision: what success in your program will look like. Then clarify your mission and develop a mission statement: how your organization is going to help achieve the vision.
In this workshop you will participate in activities that can help you begin this process, or further define your program’s vision and mission.
Exercise 1 My Program’s Vision
Program Title______
1. Complete the table below for your program.
My program’s vision:My program’s mission:
Whom my program benefits:
Your Elevator Speech
How can you describe your program accurately and concisely - in the time it takes to ride up an elevator? Focus on 4 key aspects, and practice delivering your ‘speech’ clearly and concisely.
Pay attention to public figures and how they clearly articulate their mission with just a few sentences. See if you can notice their elevator speeches!
Construct your elevator speech with just 4 components:
1. What we’re doing
2. Why we’re doing it
3. What it will look like
4. What we need
Be sure to use language appropriate for the audience. You may want to have 2 speeches: one for a technical audience, and one for the general public.
Why should you have an elevator speech? What is the benefit? Record your ideas below.
Exercise 2 Your Elevator Speech
1. Create an elevator speech in the space below by filling in the first 3 boxes. You will complete the last box later in the workshop.
My Elevator Speech
What we’re doingWhy we’re doing it
What it will look like
What we need
The Seven Steps of Advocacy
Exercise 3 What is wrong with the advocacy plan?
1. Review the scenario and list what you think is wrong with the advocacy plan. Record your ideas.
2. How could this plan be improved?
Good advocacy does not happen on its own. It takes a methodical approach and strategy.
Here are seven steps to effective advocacy:
1. Identify goals and objectives of your advocacy2. Bring like-minded people together
3. Get the facts
4. Decide whom you are trying to influence
5. Identify the methods that get results
6. Create a work plan
7. Review and revise your strategy
Step 1 – Identify Goals and Objectives of your Advocacy
Ask yourself what your program needs to be able to succeed. Funding is an obvious answer, but if your program lacks credibility, you will have difficulty getting not only funding but also customers and partners.
As you review your program’s needs, you may uncover gaps which require external assistance. These are opportunities which could be addressed through effective advocacy. Developing clear goals and objectives of your advocacy activities will help you focus your advocacy work more effectively.
Step 2– Bring People Together
Who is part of your advocacy team? Reach out not only to your own program team members, but community members who benefit from your program, universities and other interested parties.
Do you have champion?
A successful program frequently is supported by someone in a position of authority who promotes its benefits, while also justifying the organization's investment. This is the role of the project champion.
Although this person may not be actively involved as a program team member, the champion is a true believer in the program’s goals and value. As such, the champion can play a crucial role in a program’s success.
Top down or bottom up?
Your advocacy team could consist of professionals in positions of authority who believe in your program and have the ability to push your agenda. It also could be members of the community who see the value of your program and advocate on your behalf to those in authority. Depending on your advocacy objectives, you may want to change your approach.
Exercise 4 My Advocacy Team
1. Choose one member of your program’s team and describe their skills or experience that could specifically benefit your program’s advocacy work.
2. List the stakeholders and champions who you can count on to support your program.
3. Take turns with a partner in class to explain your answers.
Step 3– Get the Facts and Figures
Effective advocacy depends on a strong understanding of the situation you are addressing. Additional research may be necessary in order to effectively make your case.
Be sure to separate facts from feelings—and write down the facts!
Focus on outcomes of your program rather than outputs.
What is an output? What is an outcome?
Outputs are the tangible results of program activities. Outcomes are the effect of those results. For example, the output of a training program for laboratorians is a group of trained laboratorians. The outcome could be fewer laboratory errors.
Facts and figures can help you identify strengths as well as gaps in your program. Analyzing the data can help you identify advocacy needs and prioritize your advocacy activities.
Summarize your findings in a document that can help you articulate the ways that your program is meeting its objectives as well as areas of need.
Exercise 5 Facts and Figures
1. List 3 recent outputs of an area in your program.
1.
2.
3.
2. What were the outcomes of these outputs?
1.
2.
3.
3. Explain your answer to your class partner.
Step 4– Decide whom you are trying to influence
The best advocacy plans will have no results if you are talking to the wrong people!
Identify who has the authority to make the decision. Remember that there are usually multiple decisions and therefore multiple decision-makers.
In addition, you will collaborate with different partners for different advocacy activities.
Here are some questions to ask yourself to help you gain some perspective about potential partners:
· What do I know about this person?
· What problem is s/he facing?
· Is what I am proposing mutually beneficial? How can it be?
· What examples of success will resonate with this partner?
· Why should our program be important to him/her?
Be creative: who has benefitted from your program? They could help influence a decision maker.
Exercise 6 Whom are we trying to influence?
1. List 4 groups you would target for advocacy activities and an idea of what you need from each.
Group Description / What we need2. Turn to Exercise 2 and complete the table by filling in the last row based on what you need from one of the groups.
Step 5 – Identify the methods that get results
There are many methods of effective advocacy. Use a variety of communication methods, considering your advocacy objectives and your target audience.
Here are some sample methods to consider:
• Background sheets
• Brochures and pamphlets
• Fact sheets
• Photographs
• Presentations
• Question and answer sheets
• Scientific articles
• Success stories
• Visits
• Workshops
Circle the methods you have used in your program.
Notice that selecting the method is not step 1! Many programs make the mistake of beginning with the communication, and then determining their strategy and partners.
What are ways to reach out to a potential partner? List your ideas below.
Exercise 7 Identify Methods That Get Results
1. Review the 4 groups that you identified in Exercise 6, and your program needs that you listed.
2. Based on your needs, brainstorm advocacy methods you can use to reach them. Use the worksheet in Appendix A to help you develop your ideas.
My Program Needs / Advocacy MethodStep 6 – Create a work plan
A well developed action- or work- plan is critical to the success of an advocacy campaign. Develop your action plan with the concerns and priorities of your stakeholders in mind. Include a clear, specific description of the problem, program goal, objectives and main activities. List the resources required, expected timeframes and outcomes.
Be sure to include plans, with indicators, for monitoring and evaluating the progress of your plan.
Exercise 8 Create an Advocacy Workplan
1. Based on what you have learned today, use the worksheet on the following page to develop a draft advocacy workplan for your program.
Remember you will need to complete steps 1-5 with your program team before you can finalize an actual workplan.
Keep track of information you lack in the workspace below. Use this to remind yourself of additional information to research when you return to your job.
Additional Facts I Need
I need to research / Target dateAppendix C Course Evaluation Form | 29
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Advocacy Workplan
Audience / Advocacy Activity / Expected Result / Target Completion Date / Required ResourcesAppendix C Course Evaluation Form | 29
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Step 7 – Review and Revise
As advocacy efforts proceed, review objectives, progress, results, and any changes in participants and stakeholders. Adjust your activities accordingly. Determine measures of success, then collect and analyze data to see if your plan is succeeding.
What indicators will you use to evaluate the effectiveness of your advocacy plan?
Record your ideas below.
Exercise 9 Reviewing my previous advocacy plans
1. Think about advocacy activities you have conducted in the past. Based on what you have learned today, what would you do differently?
Conclusion
Advocacy is the process of putting forth one’s views to the public and decision-makers. Successful advocacy outcomes require a committed, organized, and sustained effort. You already have many of the skills and tools necessary for effective advocacy work.
Your role as an advocate strengthens sustainability and growth in your program and will contribute to the health of your country.
The Advocacy Pledge
Take the advocacy pledge by writing at least 5 actions you will take to be an advocate for your program:
As an advocate, I promise to:
1.2.
3.
4.
5.
Congratulations!
Now that you have completed this course you should be able to:
· Write an ‘elevator‘ speech
· Identify partners to help your program succeed
· Identify sources for public health funding
· Develop an advocacy workplan
What’s Next?
= Discuss your workplan with your colleagues.
= Practice your elevator speech with colleagues.
= If needed, learn more about managing projects, giving presentations and strengthening your written communication skills.