Post on 18-Jan-2016
© 2008, Johns Hopkins University. All rights reserved.
ADVANCE FAMILY PLANNING
SPITFIRE SMART CHART™TRAINING WORKSHOP
PresenterWorkshop Location
Date
SMART chart reprinted with permission from Spitfire Strategies
Workshop Objectives
Note to Trainer: Choose from list below in notes section and present with bullets
Objective
Objective
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Rules for Advocacy Planning
Start with the issue to address
Go in order—systematic, disciplined approach
Make choices—focus on limited number of things
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Laws of Effective Advocacy
Perception vs. fact
Repetition & consistency
Targeted to Decisionmakers
Rural Women Await Village Health Team4
Smart Chart™ Strategic Approach
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STEP 1: Program Decisions
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STEP 1: Program Decisions
Goal
What do you want to achieve long term?
Objective
What is the first step to take toward your goal?
Decision maker
Who can act to make your objective a reality?
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STEP 1. Program Decisions Setting Objectives—Think SMART™
S pecific
M easurable
A ttainable
R ealistic
T ime-bound
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STEP 1: Program DecisionsObjectivesGoal
Feeling unfit
Feeling unfit
Join a gym
Join a gym
Recruit a team to climb
with me
Recruit a team to climb
with me
Climb Mt.
Everest
Climb Mt.
Everest
Get 10 global
corporate sponsors
Get 10 global
corporate sponsors
Get friends
to exercise with me
Get friends
to exercise with me
NOW 1ST 2nd 3rd 4TH GOAL Objective Objective Objective Objective
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STEP 1: Program DecisionsWho Makes the Policy Decision?
Who has the power to help reach your goal?
Who can ensure that contraceptive supplies and services are available?
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STEP 2: Context
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Money
Staff & Volunteer Time
Expertise
Spokespeople
Relationships
Allies & Coalitions
Communication Channels
STEP 2: Context Internal Scan—What Do You Control?
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STEP 2: Context—Internal Scan
What do you control?
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Planned Events
Opposition
Competition
Audience Perceptions
Media Coverage
External Forces
STEP 2: Context External Scan—Outside Influences
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STEP 2: Context—External Scan
Outside Influences
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STEP 2: ContextDefine Your Position
Frame
Fortify and Amplify
Reframe
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STEP 2: ContextPosition 1—Frame Your Issue
Take this approach when
No current discussion exists
Few people have relevant knowledge
Few misperceptions exist
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STEP 2: ContextPosition 1—Frame Your Issue
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STEP 2: ContextPosition 2—Fortify or Amplify Your Issue
Take this approach when
The debate is already in motion
The terms of the debate are favorable
People agree with you
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STEP 2: ContextPosition 2—Fortify and Amplify Your Issue
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STEP 2: ContextPosition 3—Reframing Your Issue
Take this approach when
There is no way to win within the existing
frame
It is time create space for a new, more
productive conversation
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STEP 2: ContextPosition 3—Reframing Your Issue
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STEP 2: ContextTarget Your Audience
Who must you reach to achieve your objective?
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STEP 2: ContextWho Controls the Budget?
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STEP 2: ContextTarget Your Audience
Share knowledge
Build will
Reinforce action
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STEP 2: ContextSharing Knowledge
Does not know information
Knows but does not care
Knows but does not believe
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STEP 2: ContextBuilding Will
Know what the barriers are
Stay in the comfort zone
Make the reward bigger than the risk
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STEP 2: ContextReinforcing Action
Celebrate winCelebrate win
Congratulate and thankCongratulate and thank28
STEP 2: ContextCore Concerns
What does she care about?
What are her values?
How do we connect?
What will it take to get her attention?
Parliamentarian
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STEP 3: Strategic Choices
Audience Target
Who must you reach?
Readiness
Where is your audience on your issue?
Core Concerns
What existing belief or value can you tap into with your audience? What existing belief might be a barrier?
Theme
What theme will guide messaging that reinforces the core concerns?
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STEP 3. Strategic ChoicesThe Approach
Theme
Message
Messenger
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STEP 3. Strategic ChoicesThe Approach
Theme
Message
Messenger
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STEP 3. Strategic ChoicesThe Approach
Theme
Message
Messenger
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STEP 3. Strategic ChoicesThe Approach
Theme
Message
Messenger
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STEP 3: Strategic ChoicesThe Approach
Source: Population Reference Bureau ,www.prb.org
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STEP 3. Strategic ChoicesMessage
Target Audience
Target Audience
AskAsk
ValueValue
BarrierBarrierVisionVision
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STEP 3. Strategic ChoicesMessage Box
Target Audience
Target Audience
AskWhat one, specific thing
to do?
AskWhat one, specific thing
to do?
ValueMake your audience nod back at you in
agreement
ValueMake your audience nod back at you in
agreement
Barrier(a.k.a. Overcome the
Barrier)
Barrier(a.k.a. Overcome the
Barrier)
Vision“So, what?”
What the world will look like if your audience acts
Vision“So, what?”
What the world will look like if your audience acts
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STEP 3. Strategic ChoicesMessage Box Example
Target Audience
Target Audience
AskCreate a contraceptive budget line item in the Mid-term Expenditure
Framework
AskCreate a contraceptive budget line item in the Mid-term Expenditure
Framework
ValueImproving maternal health is critical to
achieving the MDGs
ValueImproving maternal health is critical to
achieving the MDGs
BarrierBy meeting unmet need for family planning you save lives and resources and
achieve the MDGs
BarrierBy meeting unmet need for family planning you save lives and resources and
achieve the MDGs
VisionInvesting in family planning leads to achieving MDGs
VisionInvesting in family planning leads to achieving MDGs
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STEP 3. Strategic ChoicesMessages
Does the message reflect core concerns?
Does it overcome—not reinforce—barriers?
Is the ask in the audience’s comfort zone?
If not, does the benefit offered outweigh the risk?
Does the message offer a vision or emphasize a personal reward?
Does it convey hope toward success?
Is it consistent with the theme throughout?
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STEP 3. Strategic ChoicesFour Sins of Messages
Boring!
Enough already!
Statistical overload
Lack of interesting story
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STEP 3. Strategic ChoicesMessengers
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STEP 3. Strategic Choices
Decisions to make
Message Key points for each target audience
Messengers Who will best connect ?
Who is their social reference group on this issue?
Can you show a trusted leader taking action?
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STEP 4. Advocacy ActivitiesTactics
Policy briefs
Briefings One-on-one meetings Focus events
Policy briefs
Briefings One-on-one meetings Focus events
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Step 4. Advocacy ActivitiesTimeline
Natural opportunities
Forced opportunities
Unexpected opportunities
Planned events
Natural opportunities
Forced opportunities
Unexpected opportunities
Planned events
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Step 4. Advocacy ActivitiesAssignments and Accountability
Which person in which organization will be responsible for making an activity happen?
How will you manage activities, monitor progress, and hold everyone accountable?
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Step 4. Advocacy ActivitiesBudget
How much does it cost?
Who will pay?
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Step 4. Advocacy Activities
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STEP 5: Measurements of Success
Outputs
What you did
Outcomes
What you achieved
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STEP 6: Final Reality Check
Doable
Look for inconsistency
Test assumptions
Integrate into overall plan
Review progress regularly
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For more information onSpitfire Strategies™
http://www.spitfirestrategies.com/
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Additional Resources
MESSAGING EXAMPLES
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Briefers and Messaging
Too Many Messages
Effectiveness of Community-base Distribution of DMPA
•Method effectiveness•Correct and consistent use•Procurement and supply chain challenges•Management of side effects by clients and providers•Client record information to locate clients•Limited HR capacity•Missed injections•Pregnancy•Diabetes
Briefer Example - Before
Briefer Example- After
Additional Resources
PHOTO BANK
ALTERNATE SLIDES
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Step 1: Program Decisions
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Step 1: Program Decisions
STEP 2: Context
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STEP 3. Strategic ChoicesThe Approach
Theme
Message
Messenger
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STEP 2: ContextPosition 1—Frame Your Issue
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STEP 2: ContextPosition 3—Fortify and Amplify
VictimsVictims
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ExploitersExploiters
STEP 2: ContextPosition 2—Reframing Your Issue
CriminalsCriminals
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STEP 3. Strategic ChoicesMessengers
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Step 4. Advocacy ActivitiesBudget
How much does it cost?
Who will pay?
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