Toolbox Campaigning, Advocacy, PR

Campaigning, Advocacy, PR

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Protesta pacífica: Conceptos y consejos

Débora Calderón

Caracas: Espacio Público (2023), 30 pp.

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Evaluation findings report: A norms and behaviour change campaign targeting employers of child domestic workers in Ethiopia

Eric Vaughan, Catharine Russell

Altai Consulting; Freedom Fund (2023), 39 pp.

"Child domestic workers (CDWs) in Ethiopia tend to face challenging working conditions with limited access to education. Child domestic work refers to live-in or live-out work done in a household where the child’s biological parents do not reside and which often but does not always include some fo ... rm of remuneration. Child domestic work is common in Addis Ababa as it serves as an entry point into the labour market for girls migrating from rural to urban areas in Ethiopia (Erulkar et al., 2017). Indeed, a recent study estimated the prevalence of domestic work among girls aged 12–17 in Addis Ababa to be 37% (Erulkar et al., 2022). Though domestic work is not necessarily a harmful form of child labour, CDWs in Ethiopia often face mistreatment and abuse from their employers (Population Council and Freedom Fund, 2021). This mistreatment is linked to broader social norms which place CDWs as inferior and less worthy than other members of the household. In an effort to change norms and behaviours towards the treatment of CDWs, the Freedom Fund implemented a norms and behavioural change campaign (NBCC) in 2022. The NBCC targeted employers of CDWs in Addis Ababa. It was funded through the Program to End Modern Slavery, an initiative of the United States Department of State’s Office to Monitor and Combat Trafficking in Persons and was part of the Freedom Fund’s broader ‘Reducing the Prevalence of Child Domestic Servitude in Ethiopia’ programme. Based on the findings of formative research, the main objectives of the NBCC were to shift norms and behaviours relating to CDWs’ working conditions and access to education. [...] The NBCC reached 57% of employers interviewed during the baseline. Television was by far the main medium through which respondents were exposed to the campaign (95%) followed by online media (13%), physical posters (13%), and community discussions (6%). Using data on recall of campaign materials and participation in campaign activities, respondents were classified into three categories based on level of exposure: no exposure (43%), low exposure (17%), and high exposure (40%). The NBCC’s reach appears to have been uneven as younger respondents, women, and those with more education tended to have a higher level of exposure. Survey findings emphasised the differences in working conditions and access to school between CDWs who are related to their employer and those who are not. Whereas some CDWs are recruited as domestic workers, others are relatives of their employer (for example, a niece) and have been sent by their family to live in Addis Ababa. Those in the first category tend to work longer hours, as reported by their employer (35 per week compared to 24 for those related to their employer) and are less likely to be enrolled in school (25% compared to 75%)." (Executive summary) more

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Boîte à outils pour le plaidoyer sur la protection

Network for Empowered Aid Response (NEAR); Global Protection Cluster; Oxfam; Humanitarian Policy Group (HPG) (2023), 99 pp.

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Stratégie pour convaincre l'opinion publique

Dance 4 Life (2023), 19 pp.

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Meta-Synthesis of UN Women Evaluations on Advocacy and Communications

Ekaterina Dorodnykh, Soo Yeon Kim, Aileen Allen

New York; Independent Evaluation Service (IES): UN Women (2023), ix, 32 pp.

"This meta-synthesis collates evaluation insights and evidence on the advocacy and communications efforts related to the key results areas of UN Women’s Strategic Plan: Governance and Participation in Public Life; Women’s Economic Empowerment; Ending Violence Against Women; and Women, Peace and ... more

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Nonprofit digital advocacy: A complete campaign guide

Bonterra (2023), 16 pp.

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Segundo Foro Latinoamericano de Cine e Impacto Social: Memoria Gráfica

Acción Impacta Cine; Taturana; Ambulante (2023), 60 pp.

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Talking about poverty: Lessons learnt

York: Joseph Rowntree Foundation (JRF); Rights Evaluation Studio (2023), ii, 98 pp.

"The Talking about Poverty (TaP) project, which ran from 2016 to 2021, aimed to develop a more effective way of communicating about UK poverty through ‘framing’ – an evidence-based communications strategy. For this project, the Joseph Rowntree Foundation (JRF) worked with the FrameWorks Instit ... ute, which is a not-for-profit communications research organisation based in the United States. In 2021, a sister organisation, FrameWorks UK, was established in the United Kingdom (UK), which focuses on supporting mission-driven organisations to apply strategic communications research in practice. The TaP project set out to understand the public’s attitudes to poverty in the UK and used insight from research with 20,000 people (Volmert et al, 2016) to develop ways to talk about poverty in a more effective way. To challenge the unhelpful narratives identified in the research, the project developed an evidence-based communications strategy (‘poverty framing’) to increase the public’s understanding of UK poverty and provide support for measures to address it. [...] There are some key development areas for future framing projects such as stronger project planning and management, monitoring and evaluation, and sustainability planning. However, the TaP project made PWLE who were engaged in the project feel more hopeful about the future and confident that the project would have a positive, accumulative effect on how poverty is being talked about in public discourse, with some indications that the project may have had some influence in the media and the House of Commons. The TaP project created a buzz in the third sector and was credited with helping to build a movement, leading to a more co-ordinated sector. While we identified a need and desire to engage the third sector and PWLE earlier on in the project, the vast majority of third sector partners and allies who were engaged in our evaluation both valued and used the framing in their work, crediting the framing with adding more dignity, positivity and effectiveness to their communications. The TaP project brought hundreds of organisations together for the Keep the Lifeline campaign and provided a robust and evidence-based communications strategy for their internal staff and external allies." (Executive summary, pages 3-6) more

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Media Advocacy Toolkit

Power to You(th); Sonke Gender Justice (2022), 12 pp.

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Making the Invisible Visible. Guideline 2: Advocating on Emblematic Cases of Attacks Against Journalists Using an Intersectional Gender Approach

Article 19 (2022), 21 pp.

"This document is the second of a set of three practical guidelines that provide recommendations for considering an intersectional gender approach when: monitoring and documenting attacks against journalists and social communicators (Guideline 1); advocating on emblematic cases for advocacy (this Gu ... more

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Online Campaigns from A to Z
Key Guides

Tijana Banovic, Nika Jelendorf

London: Media Diversity Institute; National Youth Council of Serbia (KOMS); Association of Local Independent Media - Local Press; Novi Magazin (2022), 28 pp.

"It is important to remember that building a relationship between a brand/project/organisation and the online community is a long and demanding journey where a good reputation is hard to gain, and can be lost overnight. When designing a campaign, communication, messages and content for social networ ... more

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Comunicación estratégica para defensores de derechos humanos

FundaRedes (2022), 6 pp.

"Este documento define la comunicación estratégica para defensores de DD.HH., así como las etapas de esta y algunas recomendaciones estratégicas." (commbox)

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Tools for Designing and Conducting Social and Behavior Change Evaluations

Arlington: USAID Advancing Nutrition (2022), iv, 16 pp.

"Social and behavior change (SBC) is a key component of effective multi-sectoral nutrition activities. High-quality evaluations of SBC components are essential to identifying what went well, what could have been done differently, and how to improve future program design. The tools included here acco ... more

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Using Markers for Digital Engagement and Social Change: Tracking Meaningful Narrative Exchange in Transmedia Edutainment with Text Analytics Techniques

Roel O. Lutkenhaus, Hua Wang, Arvind Singhal, Jeroen Jansz, Martine P. A. Bouman

Digital Health, volume 8 (2022), pp. 1-18

"While social media offer an unprecedented opportunity for orchestrating large-scale communication campaigns, it is often difficult to track audience responses on various digital platforms over time and to ascertain if their engagement is aligned with the original intention. In this article, we shar ... more

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Message Testing in India for COVID-19 Vaccine Uptake: What Appeal and What Messenger Are Most Persuasive?

Rupali J. Limaye, Daniel J. Erchick, Kristian Balgobin, Alexandra Michel, Gretchen Schulz

Human Vaccines & Immunotherapeutics, volume 18, issue 6 (2022), 13 pp.

"Few studies have examined the relationships between the different aspects of vaccination communication and vaccine attitudes. We aimed to evaluate the influence of three unique messaging appeal framings of vaccination from two types of messengers on COVID-19 vaccine acceptance in India. We surveyed ... more

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Advocacy: A Toolkit for Small NGOs
Key Guides

Helen Collinson

INTRAC (2022), 38 pp.

"The pathway to securing change through advocacy may not be very clear - mainly because you don’t have control over those you are seeking to influence or the political processes through which they operate. So it’s good to develop a strategy that can act as a kind of `road map’. The development ... more

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How #NiUnaMenos Used Discourse and Digital Media to Reach the Masses in Argentina

Alyssa Bedrosian

Latin American Research Review (LARR), volume 57 (2022), pp. 100-116

"In March 2015, a group of feminist writers and academics in Argentina organized a marathon reading event to protest femicide, using the slogan “Ni Una Menos.” Less than three months later, more than 250,000 Argentines participated in the first #NiUnaMenos demonstration in Buenos Aires. Since th ... more

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Response: A Behavioural Insights Checklist for Designing Effective Communications. Practitioners’ Playbook
Key Guides

Amy Jones, Ivo Vlaev, Frederick Herbert, Sabrina Richardson

[authors] (2022), 21 pp.

"Reaching people with your message is one thing, influencing and changing their behaviour is quite another. Behavioural science provides tried and tested methods that help us to better understand how people think and behave. Armed with this knowledge we can design communications that more effectivel ... more

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Approach to Inclusive Advocacy

Network for Religious & Traditional Peacemakers (2022), 2 pp.

"Inclusive advocacy is mindful of the impact of its goals and objectives on all members of society and ensures that those directly impacted are adequately represented. Strong and inclusive advocacy campaigns build commitment and a cohesive vision among those involved and speak with a strong and unit ... more

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Advocacy Toolkit for Diaspora Organizations

Adrien Bory, Evan Jones

Danish Refugee Council (DRC); Asia Displacement Solutions Platform (ADSP) (2022), 61 pp.

Online Campaigns from A to Z Key Guides

Advocacy: A Toolkit for Small NGOs Key Guides

Response: A Behavioural Insights Checklist for Designing Effective Communications. Practitioners’ Playbook Key Guides

Online Campaigns from A to Z
Key Guides

Advocacy: A Toolkit for Small NGOs
Key Guides

Response: A Behavioural Insights Checklist for Designing Effective Communications. Practitioners’ Playbook
Key Guides