Step 1: Problem Analysis
The Problem Tree
© Jan Korte | YEPP Exchange on Advocacy | Cuneo 2014
6. Evaluation
1. Problem analysis
4. Strategy & Action Plan
5. Implementation & Monitoring
2. Objectives
3. Stakeholders
6 steps of an Advocacy strategy
© Jan Korte | YEPP Exchange on Advocacy | Cuneo 2014
1. Problem analysis
Identify and analyse the problem
What is the core problem? What are its effects (which you want to change ultimately)? What are its causes (which you might want to address)?
Why you are lobbying,
and what for?
© Jan Korte | YEPP Exchange on Advocacy | Cuneo 2014
1. Problem analysis The problem tree
Effects: what you ultimately want to change - indirectly & in the long run
The focal problem: what your advocacy project wants to concretely address & change
The causes: what you need to tackle directly in order to address your focal problem
effects
focal problem
causes
causes
causes
effects
effects
© Jan Korte | YEPP Exchange on Advocacy | Cuneo 2014
Example:
Office for the Freedom from Advertising and the Good Life © Jan Korte | YEPP Exchange on Advocacy
| Cuneo 2014
FOCAL PROBLEM
More and more outdoor advertising in Berlin-Kreuzberg PROBLEM
TREE
© Jan Korte | YEPP Exchange on Advocacy | Cuneo 2014
FOCAL PROBLEM
EFFECTS
More and more outdoor advertising in Berlin-Kreuzberg
Undemocratic: only powerful and rich actors get their messages to be heard
More and unnecessary consumption growth environmental damage
Sexist & racist images spreads discrimination in society
Advertising = lack of happiness, so buy a product.. No product, no happiness, no good life
PROBLEM TREE
© Jan Korte | YEPP Exchange on Advocacy | Cuneo 2014
FOCAL PROBLEM
EFFECTS
CAUSES
More and more outdoor advertising in Berlin-Kreuzberg
Undemocratic: only powerful and rich actors get their messages to be heard
More and unnecessary consumption growth environmental damage
Sexist & racist images spreads discrimination in society
Huge source of income for the city district
Lobbying success of advertising industry
Advertising = lack of happiness, so buy a product.. No product, no happiness, no good life
Advertising has become „normal“
Privatisation: advertisers pay public toilets for advertising spaces
So far: no opponent, no media reporting
PROBLEM TREE
© Jan Korte | YEPP Exchange on Advocacy | Cuneo 2014
from
PROBLEM TREE to
SOLUTION TREE
© Jan Korte | YEPP Exchange on Advocacy | Cuneo 2014
GOAL Complete BAN of outdoor advertising in Berlin-Kreuzberg SOLUTION
TREE
© Jan Korte | YEPP Exchange on Advocacy | Cuneo 2014
GOAL
LONG TERM VISION
Complete BAN of outdoor advertising in Berlin-Kreuzberg
Democratic public spaces: local residents can create their own neighbourhood art
Less unnecessary consumption less growth less environmental damage
No Sexist & racist images Less discrimination in society
A good life in peace without the permanent unhappiness or desire to buy
SOLUTION TREE
© Jan Korte | YEPP Exchange on Advocacy | Cuneo 2014
GOAL
LONG TERM VISION
OBJECTIVES
Complete BAN of outdoor advertising in Berlin-Kreuzberg
Democratic public spaces: local residents can create their own neighbourhood art
Less unnecessary consumption less growth less environmental damage
No Sexist & racist images Less discrimination in society
alternative source of income for the city district no privatisation, but public funds
Lobbying success of „the people“; advertising industry not credible any more
A good life in peace without the permanent unhappiness or desire to buy
View that advertising is „normal“ has been challenged
Critical media discourse
SOLUTION TREE
© Jan Korte | YEPP Exchange on Advocacy | Cuneo 2014
1. Problem analysis The problem tree
Effects: what you ultimately want to change - indirectly & in the long run
The focal problem: what your advocacy project wants to concretely address & change
The causes: what you need to tackle directly in order to address your focal problem
effects
focal problem
causes
causes
causes
effects
effects
© Jan Korte | YEPP Exchange on Advocacy | Cuneo 2014
6. Evaluation
1. Problem analysis
4. Strategy & Action Plan
5. Implementation & Monitoring
2. Objectives
3. Stakeholders
6 steps of an Advocacy strategy
© Jan Korte | YEPP Exchange on Advocacy | Cuneo 2014
Up to you…
…let‘s work on 8 of your local cases…
© Jan Korte | YEPP Exchange on Advocacy | Cuneo 2014
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