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Steps in Developing Steps in Developing Advocacy CampaignsAdvocacy Campaigns
EEN Advocacy and Capacity Building Training EEN Advocacy and Capacity Building Training ProgrammeProgramme
Susan West Marmagas, MPHSusan West Marmagas, MPH
February 1, 2005February 1, 2005
Steps in Advocacy CampaignsSteps in Advocacy Campaigns
Creating an Advocacy CampaignCreating an Advocacy Campaign
Educating Policy MakersEducating Policy Makers
Organizing the Health CommunityOrganizing the Health Community
MediaMedia
Internet OrganizingInternet Organizing
Creating An Advocacy CampaignCreating An Advocacy Campaign
Define a health-based message on an Define a health-based message on an environmental issueenvironmental issue
Define the policy target or policy changeDefine the policy target or policy change
Define the key target audience(s) – physicians, Define the key target audience(s) – physicians, nurses, public health professionals, health care nurses, public health professionals, health care organizations, patient groups, hospitalsorganizations, patient groups, hospitals
Define the campaign partners, including Define the campaign partners, including environmental organizationsenvironmental organizations
Example: Example: Mercury and Power Plants in USMercury and Power Plants in US
Health-based Message: Mercury is detrimental Health-based Message: Mercury is detrimental to healthy child development. to healthy child development.
Policy Target: Regulation of mercury from Policy Target: Regulation of mercury from coal-fired power plantscoal-fired power plants
Key Target Audience: physicians and nursesKey Target Audience: physicians and nurses
Campaign partners: environmental Campaign partners: environmental organizations, health organizations, learning organizations, health organizations, learning disability community, teachers disability community, teachers
Educating Policy MakersEducating Policy Makers
Briefing paper on policy issue from a health Briefing paper on policy issue from a health perspectiveperspective
Talking points for health professionalsTalking points for health professionals
Tips for Individual meetings with EU MEPsTips for Individual meetings with EU MEPs
How to organize delegations visiting EU MEPs in How to organize delegations visiting EU MEPs in Brussels or in-countryBrussels or in-country
Example:Example:Mercury and Power Plants in USMercury and Power Plants in US
Fact Sheets on key issues: health effects, Fact Sheets on key issues: health effects, sources, mercury in fish, quick facts, sources, mercury in fish, quick facts, bibliographybibliography
Key talking points for advocatesKey talking points for advocates
Recommendations and tips for issues to Recommendations and tips for issues to discuss with staff of Members of US Congressdiscuss with staff of Members of US Congress
Organizing Lobby Days in Washington, DCOrganizing Lobby Days in Washington, DC
Organizing Health CommunityOrganizing Health Community
Medical Resolutions and/or Organizational Medical Resolutions and/or Organizational Policy StatementsPolicy Statements
Sessions at ConferencesSessions at Conferences
Organizing Health Leaders as SpokespeopleOrganizing Health Leaders as Spokespeople
Sign-on letters for leading health organizationsSign-on letters for leading health organizations
Example:Example:Mercury and Power Plants in USMercury and Power Plants in US
Policy Statements – American Public Health Policy Statements – American Public Health Association, American Academy of PediatricsAssociation, American Academy of Pediatrics
Sessions at APHA, Learning Disability Sessions at APHA, Learning Disability CommunityCommunity
Leading physicians in US working on mercury; Leading physicians in US working on mercury; role with the pressrole with the press
2000 physicians and nurse sign letter to US 2000 physicians and nurse sign letter to US CongressCongress
Media Media
Three Key MessagesThree Key Messages
Build Relationships with ReportersBuild Relationships with Reporters
Timely, New InformationTimely, New Information
Connection to Policy ClearConnection to Policy Clear
Press ConferencePress Conference
Press ReleasePress Release
OpEds, letters to the editorOpEds, letters to the editor
Example:Example:Mercury and Power Plants in USMercury and Power Plants in US
3 Messages3 Messages
Mercury is dangerous to children and Mercury is dangerous to children and newbornsnewborns
Scientific evidence is irrefutableScientific evidence is irrefutable
We can reduce mercury more and sooner We can reduce mercury more and sooner that policy makers have proposedthat policy makers have proposed
Example:Example:Mercury and Power Plants in USMercury and Power Plants in US
Relationships with reporters: Washington Relationships with reporters: Washington Post, LA Times, Wall Street JournalPost, LA Times, Wall Street Journal
New Report on Economic CostsNew Report on Economic Costs
Clear Link with Regulating Power PlantsClear Link with Regulating Power Plants
National Press Event with Health Groups and National Press Event with Health Groups and Carol BrownerCarol Browner
Press ReleasePress Release
Draft sample OpEds and LTEsDraft sample OpEds and LTEs
Internet OrganizingInternet Organizing
Campaign Web SiteCampaign Web Site
Banner Ads Banner Ads
Letter Writing Campaign On-lineLetter Writing Campaign On-line
Sign On LettersSign On Letters
Dissemination of InformationDissemination of Information
Consumer ConnectionConsumer Connection
Chats Between ProfessionalsChats Between Professionals
Viral Marketing – sending messages to colleaguesViral Marketing – sending messages to colleagues
Example:Example:Mercury and Power Plants in USMercury and Power Plants in US
www.mercuryaction.orgwww.mercuryaction.org
WebMD, Ms, Cooking Light, Child Magazine WebMD, Ms, Cooking Light, Child Magazine ran free ads on their web sitesran free ads on their web sites
Sample letter on-lineSample letter on-line
Fact Sheets and links to primary research on-Fact Sheets and links to primary research on-lineline
Healthy Fish Healthy Families guide on-lineHealthy Fish Healthy Families guide on-line
Messages to colleaguesMessages to colleagues
Example:Example:Mercury and Power Plants in USMercury and Power Plants in US
For More Information . . .For More Information . . .
l Susan West Marmagas, MPHSusan West Marmagas, MPHDirector, Environment & Health ProgramsDirector, Environment & Health ProgramsPhysicians for Social ResponsibilityPhysicians for Social Responsibility1875 Connecticut Avenue, NW1875 Connecticut Avenue, NWSuite 1012Suite 1012Washington, DC 20009Washington, DC 20009Tel: 202.667.4260, ext: 224Tel: 202.667.4260, ext: 224Email: Email: swest@psr.orgswest@psr.org
l Website: www.psr.orgWebsite: www.psr.org