Toolbox Campaigning, Advocacy, PR

Campaigning, Advocacy, PR

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Segundo Foro Latinoamericano de Cine e Impacto Social: Memoria Gráfica

Acción Impacta Cine; Taturana; Ambulante (2023), 60 pp.

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Evaluation findings report: A norms and behaviour change campaign targeting employers of child domestic workers in Ethiopia

Eric Vaughan, Catharine Russell

Altai Consulting; Freedom Fund (2023), 39 pp.

"Child domestic workers (CDWs) in Ethiopia tend to face challenging working conditions with limited access to education. Child domestic work refers to live-in or live-out work done in a household where the child’s biological parents do not reside and which often but does not always include some fo ... rm of remuneration. Child domestic work is common in Addis Ababa as it serves as an entry point into the labour market for girls migrating from rural to urban areas in Ethiopia (Erulkar et al., 2017). Indeed, a recent study estimated the prevalence of domestic work among girls aged 12–17 in Addis Ababa to be 37% (Erulkar et al., 2022). Though domestic work is not necessarily a harmful form of child labour, CDWs in Ethiopia often face mistreatment and abuse from their employers (Population Council and Freedom Fund, 2021). This mistreatment is linked to broader social norms which place CDWs as inferior and less worthy than other members of the household. In an effort to change norms and behaviours towards the treatment of CDWs, the Freedom Fund implemented a norms and behavioural change campaign (NBCC) in 2022. The NBCC targeted employers of CDWs in Addis Ababa. It was funded through the Program to End Modern Slavery, an initiative of the United States Department of State’s Office to Monitor and Combat Trafficking in Persons and was part of the Freedom Fund’s broader ‘Reducing the Prevalence of Child Domestic Servitude in Ethiopia’ programme. Based on the findings of formative research, the main objectives of the NBCC were to shift norms and behaviours relating to CDWs’ working conditions and access to education. [...] The NBCC reached 57% of employers interviewed during the baseline. Television was by far the main medium through which respondents were exposed to the campaign (95%) followed by online media (13%), physical posters (13%), and community discussions (6%). Using data on recall of campaign materials and participation in campaign activities, respondents were classified into three categories based on level of exposure: no exposure (43%), low exposure (17%), and high exposure (40%). The NBCC’s reach appears to have been uneven as younger respondents, women, and those with more education tended to have a higher level of exposure. Survey findings emphasised the differences in working conditions and access to school between CDWs who are related to their employer and those who are not. Whereas some CDWs are recruited as domestic workers, others are relatives of their employer (for example, a niece) and have been sent by their family to live in Addis Ababa. Those in the first category tend to work longer hours, as reported by their employer (35 per week compared to 24 for those related to their employer) and are less likely to be enrolled in school (25% compared to 75%)." (Executive summary) more

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WorldCat (218)

Empowerment Evaluation and Social Justice: Confronting the Culture of Silence

David M. Fetterman

New York; London: Guilford Press (2023), xiv, 171 pp.

"From the founder of empowerment evaluation (EE), a framework uniquely suited to advancing social justice causes, this book explains the theories, principles, and steps of conducting EE from scratch or within a preexisting evaluation or work plan. David M. Fetterman describes how EE enables program ... more

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Meta-Synthesis of UN Women Evaluations on Advocacy and Communications

Ekaterina Dorodnykh, Soo Yeon Kim, Aileen Allen

New York; Independent Evaluation Service (IES): UN Women (2023), ix, 32 pp.

"This meta-synthesis collates evaluation insights and evidence on the advocacy and communications efforts related to the key results areas of UN Women’s Strategic Plan: Governance and Participation in Public Life; Women’s Economic Empowerment; Ending Violence Against Women; and Women, Peace and ... more

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Write for Rights 2022 Campaign Report

Amnesty International (2023), 62 pp.

"For the twenty-second consecutive year, Write for Rights activities took place across the world. While online actions continued to increase, we also saw a major return to offline events, as Covid 19 restrictions were lifted in most countries. From running marathons in Zimbabwe, to music concerts in ... more

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Protesta pacífica: Conceptos y consejos

Débora Calderón

Caracas: Espacio Público (2023), 30 pp.

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Talking about poverty: Lessons learnt

York: Joseph Rowntree Foundation (JRF); Rights Evaluation Studio (2023), ii, 98 pp.

"The Talking about Poverty (TaP) project, which ran from 2016 to 2021, aimed to develop a more effective way of communicating about UK poverty through ‘framing’ – an evidence-based communications strategy. For this project, the Joseph Rowntree Foundation (JRF) worked with the FrameWorks Instit ... ute, which is a not-for-profit communications research organisation based in the United States. In 2021, a sister organisation, FrameWorks UK, was established in the United Kingdom (UK), which focuses on supporting mission-driven organisations to apply strategic communications research in practice. The TaP project set out to understand the public’s attitudes to poverty in the UK and used insight from research with 20,000 people (Volmert et al, 2016) to develop ways to talk about poverty in a more effective way. To challenge the unhelpful narratives identified in the research, the project developed an evidence-based communications strategy (‘poverty framing’) to increase the public’s understanding of UK poverty and provide support for measures to address it. [...] There are some key development areas for future framing projects such as stronger project planning and management, monitoring and evaluation, and sustainability planning. However, the TaP project made PWLE who were engaged in the project feel more hopeful about the future and confident that the project would have a positive, accumulative effect on how poverty is being talked about in public discourse, with some indications that the project may have had some influence in the media and the House of Commons. The TaP project created a buzz in the third sector and was credited with helping to build a movement, leading to a more co-ordinated sector. While we identified a need and desire to engage the third sector and PWLE earlier on in the project, the vast majority of third sector partners and allies who were engaged in our evaluation both valued and used the framing in their work, crediting the framing with adding more dignity, positivity and effectiveness to their communications. The TaP project brought hundreds of organisations together for the Keep the Lifeline campaign and provided a robust and evidence-based communications strategy for their internal staff and external allies." (Executive summary, pages 3-6) more

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Google Scholar (215)

WorldCat (191)

Strategic Communication: Campaign Planning

James Scott Mahoney

London; New York: Routledge, 3rd ed. (2023), xx, 278 pp.

"Strategic Communication deals with the principles behind strategic communication planning. It covers the professional practice steps involved in researching, planning, writing, evaluating and implementing a communication strategy. This book links strategic communication campaign planning to medium ... more

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Nonprofit digital advocacy: A complete campaign guide

Bonterra (2023), 16 pp.

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Stratégie pour convaincre l'opinion publique

Dance 4 Life (2023), 19 pp.

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Advocacy Toolkit for Diaspora Organizations

Adrien Bory, Evan Jones

Danish Refugee Council (DRC); Asia Displacement Solutions Platform (ADSP) (2022), 61 pp.

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Practical Guide to Strategic Advocacy Planning
Key Guides

Elizabeth Leitman, Alessandra Durstine

NCD Alliance (2022), 57 pp.

External Link (279)

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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Using Markers for Digital Engagement and Social Change: Tracking Meaningful Narrative Exchange in Transmedia Edutainment with Text Analytics Techniques

Roel O. Lutkenhaus, Hua Wang, Arvind Singhal, Jeroen Jansz, Martine P. A. Bouman

Digital Health, volume 8 (2022), pp. 1-18

"While social media offer an unprecedented opportunity for orchestrating large-scale communication campaigns, it is often difficult to track audience responses on various digital platforms over time and to ascertain if their engagement is aligned with the original intention. In this article, we shar ... more

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Media Advocacy Toolkit

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

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Response: A Behavioural Insights Checklist for Designing Effective Communications. Practitioners’ Playbook
Key Guides

Amy Jones, Ivo Vlaev, Frederick Herbert, Sabrina Richardson

[authors] (2022), 21 pp.

"Reaching people with your message is one thing, influencing and changing their behaviour is quite another. Behavioural science provides tried and tested methods that help us to better understand how people think and behave. Armed with this knowledge we can design communications that more effectivel ... more

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Tools for Designing and Conducting Social and Behavior Change Evaluations

Arlington: USAID Advancing Nutrition (2022), iv, 16 pp.

"Social and behavior change (SBC) is a key component of effective multi-sectoral nutrition activities. High-quality evaluations of SBC components are essential to identifying what went well, what could have been done differently, and how to improve future program design. The tools included here acco ... more

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How #NiUnaMenos Used Discourse and Digital Media to Reach the Masses in Argentina

Alyssa Bedrosian

Latin American Research Review (LARR), volume 57 (2022), pp. 100-116

"In March 2015, a group of feminist writers and academics in Argentina organized a marathon reading event to protest femicide, using the slogan “Ni Una Menos.” Less than three months later, more than 250,000 Argentines participated in the first #NiUnaMenos demonstration in Buenos Aires. Since th ... more

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Making the Invisible Visible. Guideline 2: Advocating on Emblematic Cases of Attacks Against Journalists Using an Intersectional Gender Approach

Article 19 (2022), 21 pp.

"This document is the second of a set of three practical guidelines that provide recommendations for considering an intersectional gender approach when: monitoring and documenting attacks against journalists and social communicators (Guideline 1); advocating on emblematic cases for advocacy (this Gu ... more

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Online Campaigns from A to Z
Key Guides

Tijana Banovic, Nika Jelendorf

London: Media Diversity Institute; National Youth Council of Serbia (KOMS); Association of Local Independent Media - Local Press; Novi Magazin (2022), 28 pp.

"It is important to remember that building a relationship between a brand/project/organisation and the online community is a long and demanding journey where a good reputation is hard to gain, and can be lost overnight. When designing a campaign, communication, messages and content for social networ ... more

Practical Guide to Strategic Advocacy Planning Key Guides

Response: A Behavioural Insights Checklist for Designing Effective Communications. Practitioners’ Playbook Key Guides

Online Campaigns from A to Z Key Guides

Practical Guide to Strategic Advocacy Planning
Key Guides

Response: A Behavioural Insights Checklist for Designing Effective Communications. Practitioners’ Playbook
Key Guides

Online Campaigns from A to Z
Key Guides