"Successful advocates do their homework on an issue and build an interesting case. They organize networks and coalitions to create a groundswell of support that can influence key decision-makers. They work with the media to help communicate the message. This practical guide outlines four basic steps that are essential for an effective advocacy initiative — documenting the situation, packaging the message, working with the media and mobilizing others. It contains specific examples and ideas, and leaves it up to the user to pick and choose. Obviously, the advocacy strategy varies from target group to target group and from country to country. What works for politicians in Oslo does not necessarily work with health experts in Delhi. Users of this guide are encouraged to select the parts of this booklet that they find useful, borrow successful ideas from others, adapt these creatively to suit their own environment, be innovative, positive and active." (Page 5)