Toolbox Campaigning, Advocacy, PR

Campaigning, Advocacy, PR

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Data for Governance Alliance advocacy manual: A tool for articulating data-based advocacy and engagement between African CSOs and the African Union

Nansata Yakubu

Data for Governance Alliance Consortium (2022), 110 pp.

"The purpose of the training manual is to increase knowledge, skills, confidence and build the capacity of citizens and civil society organizations on evidence-based advocacy, and data driven advocacy. Through a combination of praxis and complementary activities, trainees will have an enhanced compr ... more

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Practical Guide to Strategic Advocacy Planning
Key Guidance

Elizabeth Leitman, Alessandra Durstine

NCD Alliance (2022), 57 pp.

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Guide de l'UNICEF pour le plaidoyer des jeunes

UNICEF (2022), 87 pp.

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Create: Strategise, design, diagnose and define your SBC activities
Key Guidance

UNICEF (2022), 55 pp.

"This document serves as a guide for how to develop a Social and Behaviour Change (SBC) Strategy or Plan for a single-country or multi-country SBC programme. Developing an SBC Strategy hinges upon understanding the unique circumstances and world views of the individuals the strategy seeks to serve. ... more

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CPDE Advocacy Toolkit

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

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Social and Behaviour Change Strategy. Volume I: Policy & Strategic Approach

Adrita Bagchi

New Delhi: Deutsche Gesellschaft für Internationale Zusammenarbeit (GIZ) (2022), 127 pp.

"The Government of Madhya Pradesh is committed to ensure the overall development of all its residents, especially women and children. The Department of Women and Child Development (DWCD) works to sustainably improve health and nutrition outcomes for women of reproductive age and children below 6 yea ... rs, enable holistic development and protection of children and ensure safety, equity and empowerment of women. The department implements the Integrated Child Development Services (ICDS) scheme for improving maternal and infant nutrition and health. It also implements the Integrated Child Protection Scheme (ICPS) and various other schemes and programmes for health, gender equality and women empowerment. Over the years, a lot of progress has been made. However, there are still a few indicators that are not doing well as expected. Census 2011, National Family Health Survey – 4 (2015-16) and NFHS-5 (2019-21) have found that low sex ratio, lack of women empowerment, experiencing gender-based violence, substance abuse, low female literacy, child marriage and small landholdings are some of the determinants of poor health and empowerment of women and children. Individual and community behaviours, attitudes, social norms and practices are some of the reasons for such indicators. To bring about an improvement in these indicators and positively transform the status of women and children in Madhya Pradesh, a comprehensive state-specific social and behaviour change (SBC) strategy has been developed for DWCD. This strategy is supported by the recommendations provided in the department’s other policies. The state’s Nutrition Policy (2020-30) emphasizes on the importance of designing SBCC plans in local dialects for its acceptability and greater involvement of the community. The centre’s Poshan Abhiyan which DWCD follows stresses on community mobilisation and behaviour change, highlighting the need to take-up sustained efforts requiring multi-pronged approach and bring grass-root synergy and convergence. The state’s Child Protection Policy (2020) also highlights the need to build awareness and stakeholder capacities to strengthen implementation and the enabling environment to ensure child well-being and protection. This document details the SBC strategy which includes thematic area-wise priority and desired behaviours that should be practised by the target groups for improved indicators, barriers and enablers to its adoption, key messages to be communicated and strategic approach and interventions that will facilitate positive change." (Introduction) more

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Media Advocacy Toolkit

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

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Evaluating the Effectiveness of Public Communication Campaigns and their Implications for Strategic Competition with Russia

Caitlin McCulloch, Stephen Watts

RAND Corporation (2021), 19 pp.

"The most effective campaigns are face-to-face, repeated campaigns. Such campaigns generally have a larger average impact on persuasion, knowledge, and behavior than remote campaigns (such as ones conducted through television or the internet). Negative and positive messages appear to be almost equal ... more

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The Complete Guide to Digital Nonprofit Advocacy: Your Guide to Planning and Managing Successful Advocacy Campaigns

Salsa (2021), 38 pp.

"Your goals should always follow the SMART heuristic: Specific, Measurable, Actionable, Realistic, Time-Bound. From that list you can see how “fixing everything that’s wrong in the world,” though noble, isn’t a SMART goal. Instead you’ll want something far more manageable, like stopping a ... more

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Creating an Advocacy Campaign: A Toolkit for Memory Practitioners

Shirley Gunn

Global Initiative for Justice Truth & Reconciliation (GIJTR) (2021), 69 pp.

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Make it New: Using Media to Advance Advocacy
Key Guidance

Ashley Nelson, Allison Tucker, Angi Williams

Global Initiative for Justice Truth & Reconciliation (GIJTR);International Coalition of Sites of Conscience (ICSC) (2021), 61 pp.

"[...] this toolkit aims to support civil society generally, while explicitly accommodating the needs and contexts of the local partners that work with the Global Initiative for Justice, Truth and Reconciliation. In this sense, it pays particular attention to creating and sharing advocacy campaigns ... more

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Social Media for Behaviour Change Toolkit (SM4BC) for Disaster Preparedness and Disaster Risk Reduction in Latin America and the Caribbean
Key Guidance

Nedra Kline Weinreich

Geneva: International Federation of Red Cross and Red Crescent Societies (IFRC) (2021), 170 pp.

"This toolkit will help you to learn and apply the most important concepts of behaviour change to use in your social media planning, content development and outreach. In fact, the ideas you’ll gather here can help you with all aspects of your program’s communications and project design. The acti ... more

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Can Media Campaigns Change Attitudes and Spark Actions to Reduce Early Child Marriage? Impact Evaluation of Breakthrough’s Early Marriage Campaign in Jharkhand and Bihar States of India

International Initiative for Impact Evaluation (3ie) (2021), vi, 45 pp.

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Planning and Managing Public Relations Campaigns: A Strategic Approach

Anne Gregory

London; New York: Kogan Page, 5th ed. (2021), ix, 334 pp.

"Taking a public relations campaign from planning through to implementation can seem overwhelming. Planning and Managing Public Relations Campaigns provides a blueprint for success, and is widely regarded as one of the best 'how-to' guides for students and practitioners. Digestible and easy to read, ... more

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SMART Advocacy: Achieving Policy and Funding Change. User's Guide

Baltimore: Johns Hopkins Bloomberg School of Public Health, Advance Family Planning (2021), 91 pp.

"SMART Advocacy has enabled many individuals and groups, from grassroots organizations to global fora, create effective advocacy that fuels progress. It is based on years of experience in developing and carrying out successful advocacy strategies. It is both practical and transformational. The SMART ... more

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Plaidoyer pour la santé: Un guide pratique

Sarah Chaput

Réseau Francophone International pour la Promotion de la Santé (RÉFIPS) (2021), 64 pp.

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Planning risk communication on foot-and-mouth disease: Guide

FAO;EuFMD (2021), 26 pp.

"The purpose of this guide is to provide risk managers and communicators with a methodology for developing effective foot-and-mouth disease (FMD) risk communication strategies. The concepts presented can also be adapted to risk communication on other animal health threats. Eight steps help readers a ... more

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Assessing the Effectiveness of Online Facebook Campaigns Targeting Potential Irregular Migrants: A Pilot Study in Three West African Countries

Esther Haarman, Jasper Tjaden, Gustavo López

Geneva: International Organization for Migration (IOM) (2020), 41 pp.

"Studies have shown that many irregular migrants embark on journeys without accurate or complete information about migration. In response, IOM and other organizations run information campaigns intended to inform potential migrants of the dangers associated with irregular migration and to facilitate ... informed decisions. The use of online and social media platforms for these campaigns has become increasingly popular in recent years, due to their potential for quickly reaching millions of people at low cost. While the evidence base for offline information campaigns has been gradually improving, it remains unclear how online communication campaigns affect potential migrants, and methodologies to do this remain underdeveloped. This report therefore presents results from a pilot impact assessment of an online campaign based on Facebook posts in Guinea, Nigeria and Senegal during September 2019 and February 2020 [.] Conclusion: Facebook ad campaigns can reach many people quickly. However, large audience sizes and relatively cheap costs come with a trade-off. The impact of an information campaign on potential migrants’ perceptions, attitudes, knowledge and behaviour remains largely unknown because many Facebook users that engage with the campaign do not fit the intended target group. The advantage of offline over online campaigns is that implementers have more control and information about who attends activities or who is exposed to campaign content. The engagement of users with campaign posts varies largely by audience and post characteristics. Campaign and social media teams are well advised to conduct pilot tests before scaling up activities. Pilot tests can inform a customized approach for each online activity on Facebook, and thereby maximize impact. In addition to A/B tests, lift tests may offer a useful opportunity to test the impact of Facebook posts. Compared to impact assessments of offline information campaigns, measuring the impact of Facebook ads on potential migrants presents several unique challenges, including: Many potential migrants are not on Facebook or do not use ad content to seek information about migration. Internet connectivity is also limited in many West African countries. While Facebook allows users to narrow down target groups, it is not clear whether those Facebook users that are exposed to the content fit the profile of potential migrants. Whether the intended target group is reached can be affirmed only through surveys, which have a low response rate; It is not possible to interview the same Facebook users several times to track changes in their perceptions. Engagement metrics like post reactions, link clicks or video plays can be useful indicators. However, these low-engagement metrics do not offer clear evidence of the short- or long-term effects on Facebook users." (Executive summary) more

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IOM Public Communication Campaign Toolkit
Key Guidance

Geneva: International Organization for Migration (IOM) (2020), 86 pp.

"IOM seeks to provide practical guidance on designing, delivering and evaluating effective communication campaigns relating to migration. The guidance covers different approaches, themes, programme areas and methods to improve relevance, audience participation and results. The aim is to identify and ... more

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Video for Change Impact Toolkit
Key Guidance

EngageMedia;Video4Change Network (2020)

"This toolkit shows you step-by-step how to create impact projects using video. It is designed for documentary video-makers, journalists and organisations using video to engage and create change in their communities. EngageMedia has produced this toolkit in partnership with the Video4Change Network: ... more

Practical Guide to Strategic Advocacy Planning Key Guidance

Create: Strategise, design, diagnose and define your SBC activities Key Guidance

Make it New: Using Media to Advance Advocacy Key Guidance

Social Media for Behaviour Change Toolkit (SM4BC) for Disaster Preparedness and Disaster Risk Reduction in Latin America and the Caribbean Key Guidance

IOM Public Communication Campaign Toolkit Key Guidance

Video for Change Impact Toolkit Key Guidance

Practical Guide to Strategic Advocacy Planning
Key Guidance

Create: Strategise, design, diagnose and define your SBC activities
Key Guidance

Make it New: Using Media to Advance Advocacy
Key Guidance

Social Media for Behaviour Change Toolkit (SM4BC) for Disaster Preparedness and Disaster Risk Reduction in Latin America and the Caribbean
Key Guidance

IOM Public Communication Campaign Toolkit
Key Guidance

Video for Change Impact Toolkit
Key Guidance