Toolbox Campaigning, Advocacy, PR

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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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Nonprofit digital advocacy: A complete campaign guide

Bonterra (2023), 16 pp.

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Stratégie pour convaincre l'opinion publique

Dance 4 Life (2023), 19 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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Write for Rights 2022 Campaign Report

Amnesty International (2023), 62 pp.

"For the twenty-second consecutive year, Write for Rights activities took place across the world. While online actions continued to increase, we also saw a major return to offline events, as Covid 19 restrictions were lifted in most countries. From running marathons in Zimbabwe, to music concerts in ... more

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Road Safety Advocacy Toolkit: Developing a Media Advocacy Action Plan

Geneva: Global Road Safety Partnership; International Federation of Red Cross and Red Crescent Societies (IFRC) (2023), 5 pp.

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Google Scholar (286)

WorldCat (280)

Strategic Communication: Campaign Planning

James Scott Mahoney

London; New York: Routledge, 3rd ed. (2023), xx, 278 pp.

"Strategic Communication deals with the principles behind strategic communication planning. It covers the professional practice steps involved in researching, planning, writing, evaluating and implementing a communication strategy. This book links strategic communication campaign planning to medium ... more

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Using Social Media for Health Behavior Change: Technical How-To Guide
Key Guides

FHI 360 (2023), 50 pp.

"This comprehensive guide has four sections taking you through preparations, planning, developing, and implementing to monitoring and evaluating your campaign. We do not expect you to read this document in one sitting, but rather use it as you develop your social media campaign." (How to use this gu ... more

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Segundo Foro Latinoamericano de Cine e Impacto Social: Memoria Gráfica

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

Google Scholar (264)

WorldCat (284)

Empowerment Evaluation and Social Justice: Confronting the Culture of Silence

David M. Fetterman

New York; London: Guilford Press (2023), xiv, 171 pp.

"From the founder of empowerment evaluation (EE), a framework uniquely suited to advancing social justice causes, this book explains the theories, principles, and steps of conducting EE from scratch or within a preexisting evaluation or work plan. David M. Fetterman describes how EE enables program ... more

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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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Practical Guide to Strategic Advocacy Planning
Key Guides

Elizabeth Leitman, Alessandra Durstine

NCD Alliance (2022), 57 pp.

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Digital Media for Behavior Change: Review of an Emerging Field of Study

William Douglas Evans, Lorien C. Abroms, David Broniatowski, Melissa A. Napolitano, Jeanie Arnold

International Journal of Environmental Research and Public Health, volume 19, issue 9129 (2022), 14 pp.

"The purpose of the current paper is to provide an overview and describe methods in this emerging field, present use cases, describe a future agenda, and raise central questions to be addressed in future digital health research for behavior change. Digital media for behavior change employs three mai ... more

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Primer Foro Latinoamericano de Cine e Impacto Social: Memorias del Evento

Acción Impacta Cine; Taturana; Ambulante (2022), 17 pp.

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CPDE Advocacy Toolkit

Quezon City: CPDE Global Secretariat (2022), 77 pp.

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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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Steps Impact Toolkit

Miki Redelinghuys et al.

Cape Town: Steps (2022), 31 pp.

"The idea of telling stories for change or social impact through film is not new. Yet drafting and implementation of a film impact campaign has evolved over the last few years to include a network of impact practitioners sharing ideas and knowledge. Strategies, guidelines and models have emerged tha ... 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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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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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

Using Social Media for Health Behavior Change: Technical How-To Guide Key Guides

Practical Guide to Strategic Advocacy Planning Key Guides

Advocacy: A Toolkit for Small NGOs Key Guides

Using Social Media for Health Behavior Change: Technical How-To Guide
Key Guides

Practical Guide to Strategic Advocacy Planning
Key Guides

Advocacy: A Toolkit for Small NGOs
Key Guides