Toolbox Campaigning, Advocacy, PR

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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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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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Change the World Using Social Media

Paul Signorelli

Lanham, Maryland et al.: Rowman & Littlefield (2021), xxi, 209 pp.

"In this story-driven handbook to using social media to foster collaboration and positive change, people using social media describe how those tools work and how they have used social media to produce positive transformations within their extended communities. Starting with an overview of what socia ... more

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Make it New: Using Media to Advance Advocacy
Key Guides

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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Behavioral Science Tips for COVID-19 Communications

Southern Africa Labour and Development Research Unit (SALDRU); University of Pennsylvania, Center for Health Incentives & Behavioral Economics; Ideas42.org (2020), 2 pp.

"Human behavior plays a central role in reducing the spread of coronavirus. Communication by government entities and other trusted sources about desirable or mandated behaviors during the pandemic is critical. As policymakers, funders, and program staff, it is our responsibility to ensure that commu ... more

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Migration and Communication: Information and Awareness-Raising Campaigns in Countries of Origin and Transit. Austrian National EMN Conference 2019 Briefing Paper

Vienna: European Migration Network, National Contact Point Austria (2020), 6 pp.

"Information and awareness-raising campaigns for (potential) migrants in third countries constitute a central element of current migration strategies, both at the European and national level. However, little is known about the impact of these campaigns and how they influence migratory behaviour. Inf ... ormation and behaviour change: In light of these limitations, we can learn from findings of rigorous evaluations in other fields, such as behavioural economics, and apply those to how information and awareness-raising can influence behaviour. Therefore, information and awareness-raising campaigns must be built on a contextual understanding of how people form beliefs and expectations and how these are transformed into decisions. Randomized evaluations: Researchers, donors, EU Institutions and Member States are increasingly aware of the importance of creating rigorous evidence and using this evidence to inform policy decisions. To isolate the impact of information and awareness-raising campaigns on migratory behaviour, randomized evaluations are being implemented by some selected researchers and institutions. Lessons learned: Evaluations presented during the conference indicate that peer-to-peer information campaigns have the potential to raise awareness about the risks and opportunities associated with migration. Another example shows that information on the chances of obtaining a legal status in Europe impacts the inclination to migrate. Rigorous evaluations also shed light on how information campaigns compare against other policy interventions, such as providing economic opportunities at the local level. Most evaluations find that migrants and potential migrants respond to reliable and trustworthy information. Social networks: Beside rigorours evidence, which is still rare, qualitative evaluations suggest that campaigns should be built on trust: this can be achieved by using personal or peer-to-peer communication channels, a positive narrative, and messages of legal alternatives rather than deterrence. Finally, in order to create contextappropriate messages and to identify the right target group, diaspora communities and local experts are important stakeholders in the design and implementation of campaigns." (Main take-aways, page 2) more

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M&E Tools for Advocacy Work

Nigel Simister, Jenny Ross

INTRAC (2020), 7 pp.

"Many different tools and methodologies can be used to support advocacy work. Some are designed specifically for monitoring and evaluation (M&E) purposes. Others are designed to support the planning and management of advocacy interventions, but can be used or adapted for M&E purposes. CSOs often emp ... more

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Video for Change Impact Toolkit
Key Guides

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

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Nonprofits in Policy Advocacy: Their Strategies and Stories

Sheldon Gen, Amy Conley Wright

Cham: Palgrave Macmillan (2020), xxviii, 238 pp.

"Policy advocacy is an increasingly important function of many nonprofit organizations, as they seek broad social changes in their concerning issues. Their advocacy practices, however, have often been guided by their own past experiences, anecdotes from peer networks, and consultant advice. Most of ... more

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Advocacy in restricted spaces: A toolkit for civil society organizations
Key Guides

Danya Greenfield

Lifeline Fund for Embattled CSOs; Freedom House (2020), 46 pp.

"There are many valuable resources on how to conduct advocacy that provide a detailed, step-by-step approach. These approaches include best practices for identifying stakeholders, developing a message, or planning a timeline. We will not go deeply into these topics, but we do want to provide an intr ... more

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Kommunikationskampagnen im Gesundheitsbereich: Grundlagen und Anwendungen
Key Guides

Deep Insights

Heinz Bonfadelli, Thomas N. Friemel

Köln: Herbert von Halem Verlag, 3., völlig überarb. Aufl. (2020), 256 pp.

"Dieses Buch bietet eine systematische Einführung in die wichtigsten Theorien der Kommunikationswissenschaft und Gesundheitspsychologie sowie deren Anwendung in Kommunikationskampagnen. Basierend auf dem aktuellen Forschungsstand wird aufgezeigt, welche Strategien für die gezielte Veränderung von ... more

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Developing an advocacy campaign

Project on Middle East and Democracy (POMED) (2020), 4 pp.

"Developing and executing a successful advocacy campaign is not always an easy task. Advocacy goals can be hard to quantify and may require a large base of supporters and a relatively long timeframe. But a well developed, flexible advocacy strategy can help you anticipate obstacles and respond more ... 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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Independent Media Depend on You: Research Report

CESID

USAID; IREX; Agency Communis (2020), 19 pp.

"The research on audience behavior and the effects of Free Media Advocacy Campaign was conducted on a sample of 1,000 respondents, 25 to 55 years of age, and focused on the citizens’ viewpoint towards paying for media content (with the possibility of comparison to 2019 research) and evaluation of ... the campaign “Independent Media Depend on You” (IREX and Agency Communis). In terms of media consumption, respondents from 2019 generally spent more time with media than in the 2020 research. In addition, it is noticeable that respondents in both research cycles spent more time watching television and listening to the radio. The average time respondents spent per day watching television in 2020 was 108.6 minutes, while in 2019 the average time spent watching this media was 161.4 minutes. The average time respondents spent listening to the radio in the research conducted in 2020 is the same as the time spent watching TV (108.6 minutes), while in 2019, radio was the media respondents spent the most time listening to – 166.8 minutes. Social networks are the third most used media in terms of time spent on them per day (average time for 2020 – 87.6 minutes; average time for 2019 – 126.6 minutes). In fourth place are informative online portals and sites, while fifth place is print media with which respondents spend the least time per day (average time – 27 minutes). When it comes to citizens’ trust in media, it is evident that in both research cycles there is a greater distrust than a trust in the media, and this fits in the broader picture of citizen’s distrust in all civil society institutions. A total of 43% of respondents generally do not trust the media in Serbia at all – in 2020, while in 2019 the percentage was lower by two points (41%). On the other hand, a total of 22% of respondents stated that they have full confidence and that they mostly have trust in Serbian media, which is one percentage point more than in the research conducted in 2019. About a third of respondents had a neutral stance about trust in media (31% in 2020, 33% in 2019). A large percentage of respondents were not willing to pay for online content, however, when compared with 2019’s findings, SMS noticed that the willingness to pay for online content is more noticeable in 2020." (Summary) more

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Influencing for Impact Guide: How to Deliver Effective Influencing Strategies
Key Guides

Richard English et al.

Oxford: Oxfam (2020), 80 pp.

"This guide is designed to support civil society organisations, Oxfam teams and partners to develop and deliver ‘influencing strategies’ for social justice that tackle the structural causes of poverty, inequality and environmental crisis - influencing strategies that will shift unequal and unjus ... more

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Le guide pratique de plaidoyer pour les jeunes

Antananarivo (Madagascar): Observatoire des jeunes citoyens engagés pour une gouvernance plus inclusive, efficace et apaisée (OBS-MADA); MSIS Tatao; Programme des Nations Unies pour le Développement (PNUD); Ministère de la Jeunesse et des Sports (MJS) (2020), 34 pp.

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Construire une stratégie de plaidoyer: De l'analyse au suivi-évaluation. Boîte à outils à destination des organisations de la société civile

Anaïs Saint-Gal, Marine Gauthier

Paris: Sidaction (2020), 75 pp.

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Comment réaliser des évaluations d’impact : étapes clés pour évaluer les actions de communication

James Dennison

International Centre for Migration Policy Development (ICMPD); EUROMED Migration (2020), 30 pp.

"Ce rapport réunit une terminologie hétérogène, des conclusions et des recommandations émanant des secteurs privé et public et du monde universitaire pour définir un ensemble de cinq étapes générales à suivre par les professionnels lors de la réalisation d’une EI. L’EI compare une va ... riable étudiée après une action (par ex. une campagne de communication) à ce qu’elle serait si cette action n’avait jamais eu lieu. Accompagnant chacune des cinq étapes, nous présenterons des exemples de la façon dont les communicants en migration peuvent évaluer l’impact des campagnes pour, d’abord, modifier les attitudes et, ensuite, changer les comportements. Étape 1 : Fixer des objectifs pour l’action qui définissent l’effet souhaité. Dans l’idéal, ils devraient (1) correspondre aux critères SMART : spécifique, mesurable, atteignable, pertinent et temporellement défini; (2) se concentrer sur les résultats finaux, plutôt qu’uniquement sur les produits; (3) éviter certaines erreurs courantes dans la définition des objectifs et (4) déterminer de façon aussi spécifique que possible l’identité du public cible. Étape 2 : Identifier une mesure de l’impact ou des impacts de l’objectif de l’action. Ces impacts devraient être (1) clairement définis et non ambigus; (2) valides d’un point de vue externe (ils restent fiables s’ils sont utilisés pour d’autres actions) et (3) valides d’un point de vue interne (ils mesurent ce qu’ils prétendent mesurer). Il existe déjà de longues listes de mesures (également connues sous le nom d’indicateurs) parmi lesquelles il est possible de choisir. Étape 3 : Estimer ce qui se serait passé si l’action n’avait pas eu lieu, ou situation « contrefactuelle ». Idéalement, mais pas nécessairement, cela implique la réalisation de mesures en amont de l’action, également connues sous le nom d’évaluation de base. Néanmoins, ce n’est pas toujours possible. Cela ne devrait pas dissuader les professionnels, en revanche, les hypothèses relatives aux EI devraient faire l’objet d’une discussion ouverte, comme évoqué ci-dessous. Une longue liste de méthodes de mesure, y compris des considérations liées à l’échantillonnage, sont fournies. • Étape 4 : Réaliser l’action. Cela peut impliquer de séparer un échantillon aléatoire en un ou plusieurs groupes traités, qui font l’objet de l’action/des actions, et un groupe témoin, qui n’en fait pas l’objet. Si cela n’est pas faisable, d’autres formes de situations contrefactuelles sont possibles pour « construire » un groupe témoin. Cette section aborde également : (1) les types de campagnes de communication; (2) la check-list MINDSPACE d’influences comportementales pour les actions; (3) les recommandations clés portant sur les actions persuasives issues des travaux précédents de l’ICMPD; (4) les recommandations relatives aux campagnes de dissuasion de la migration irrégulière. • Étape 5 : Mesures et analyses en aval de l’action : (1) ceux qui ont bénéficié de l’action doivent faire l’objet de mesures en aval de l’action (idéalement dans le cadre un groupe témoin authentique ou construit); (2) l’impact doit être calculé : généralement la différence entre la variable étudiée en amont et en aval de l’action et/ou entre le groupe traité et témoin; (3) réflexion théorique sur les raisons et les aspects précis de la campagne qui ont causé un impact; les conclusions sont-elles transposables ?; (4) création (et, dans certains cas, incorporation) de recommandations basées sur la combinaison de l’impact et des réflexions théoriques." (Résumé) more

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IOM Public Communication Campaign Toolkit
Key Guides

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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Evaluating Hashtag Activism: Examining the Theoretical Challenges and Opportunities of #BlackLivesMatter

Diana Zulli

Participations: Journal of Audience & Reception Studies, volume 17, issue 1 (2020), pp. 197-216

"This paper argues for the reexamination of hashtag activism from the theoretical frameworks of liveness and appropriation. Scholarly discussions of online activism have, for the most part, focused on if and how technology revolutionizes social and political movements. Going in a different direction ... more

Make it New: Using Media to Advance Advocacy Key Guides

Video for Change Impact Toolkit Key Guides

Advocacy in restricted spaces: A toolkit for civil society organizations Key Guides

Kommunikationskampagnen im Gesundheitsbereich: Grundlagen und Anwendungen Key Guides Deep Insights

Influencing for Impact Guide: How to Deliver Effective Influencing Strategies Key Guides

IOM Public Communication Campaign Toolkit Key Guides