A Practical Guidebook to Managing Successful Advocacy Campaigns

Advocacy is constantly evolving and becoming more spontaneous to navigate complex political environments successfully and adapt to changing and new communications platforms: a campaign in 2021 is not as in 2010. But, still, the underlying principles of planning have not lost their importance. This toolkit offers a combination of examples that illustrate the current trends of in-person and digital advocacy and the core advocacy planning tools that have proven effective over the years.

The toolkit will provide practical guidance to activists as they select and research advocacy issues; identify viable solutions; define advocacy goals and objectives; map out decision-making processes and entry points for intervention; design campaign messages, strategies, and timelines; form teams and coalitions; mobilise grassroots effectively to influence decisions, and monitor campaign achievements.

Although this toolkit was developed to support freedom of expression activists, the concepts, strategies, and tactics are adaptable for advocacy activities in most fields.

Binda Consulting International Ltd. (BCI) developed this toolkit as part of its participation as a consortium member in the Aswat Horra project. Other consortium members include The Institute for War and Peace Reporting (IWPR), Media Defence (MD), and Reporters without Borders (RSF). Aswat Horra brings together freedom of expression activists from different countries in the Middle East and North Africa (MENA) to challenge restrictions on civic space and free expression.

The Aswat Horra project was funded by UK aid from the UK government. However, the views expressed in this document do not necessarily reflect the UK government’s official policies.