Creating a programme for change

This section will provide information on some tried and tested ways and means to create an effective advocacy programme in support of your campaign. It will provide you with a framework in which you can develop your advocacy skills and strategies, highlighting useful techniques and tools.


Advocacy is a broad term that can apply to a wide range of activities carried out to influence thinking and decision-making and create political or practical change. At EJF we define it as:

The strategies devised, actions taken, and solutions proposed to influence decision-making at local, provincial, national or international levels to create positive change for people and their environment.

Effective advocacy requires:

  • Organisation
  • Strategic and creative thinking
  • Information (which is well researched and factually accurate)
  • Strong, well-reasoned arguments in favour of your proposals
  • Effective communication
  • Mobilisation of support

Remember that the most successful advocacy campaigns are those that have strong and cohesive support as well as powerful and well-researched and well-presented arguments. Whenever possible, the presentation of realistic and achievable solutions will help your case.

Put simply, advocacy is the sum total of the legal and legitimate means open to you to create positive, beneficial changes.

  • Read the training manuals below for a go-to guide to the techniques needed for successful advocacy.

Activist Training