Definitions of advocacy

The American Cancer Society definition includes additional elements – the need for advocacy to have an organised approach that provides for motivating others to take action.

Advocacy is an organised approach to promoting an issue or a cause and motivating others to take action about that issue or cause (American Cancer Society).

The World Health Organization (WHO) definition of advocacy best describes the approach that we are taking in this course because it acknowledges that advocacy has the primary aim to gain political commitment, systems support, policy support and social acceptance. In keeping with a contemporary approach, the WHO definition highlights that the primary concern is not changing behaviour, but is focused on the systems, policy and environmental factors that support health and healthy behaviour.

A combination of individual and social actions designed to gain political commitment, policy support, social acceptance and systems support for a particular health goal or programme. (Health Promotion Glossary. WHO, 1998)

CONTEPOTNETIALL INTERACTIVE VIDEO WITH VOICE OVER TO BE EMBED INSTEAD OF TEXT – to be seen with Trevor

Who is the target for advocacy

While it is ultimately decision-makers who are the target of advocacy for change, advocacy campaigns can be targeted at all levels in the community.

This can be by:

• directing advocacy to inform and influence lawmakers and community leaders (often referred to as lobbying).
• targeting media channels that influence decision makers and public opinion, including news media and social media.  
• mobilising and coordinating professionals who are aligned with your cause to advocate with one voice; and/or
• mobilising community members to agitate for your cause.

CONTENT VISUAL TO BE ADDED ONCE CREATED LEVEL OF ADVOCACY

Competencies required for effective advocacy

The competencies required for effective advocacy span both the sciences that inform advocacy messaging (health science, sport science, epidemiology, research) and the art of implementing effective advocacy (communications, media, community organisation, political lobbying). For this reason, advocacy most often requires a team approach that brings partners with these competencies to the table.  

 Most importantly, advocacy is something that we can all do. You can do it!  While you may not be the media spokesperson, you could be the person accessing data, writing speech notes, preparing social media, conducting a community meeting etc. 

🌟 Advocacy Is a Team Sport!

• No one advocates alone: it’s about collective effort
• Successful advocacy blends diverse skills—everyone brings something valuable
• Collaboration leads to lasting change and greater community impact