TB Advocacy
Support:
Needs Assessment
& Toolkit Development
FIFTH MEETING OF THE SUBGROUP
ON PUBLIC-PRIVATE MIX FOR
TB CARE AND CONTROL
3-5 June 2008
Agenda
• Introductions
• Thad Pennas
• Taryn Brucia
• Project overview
• Methodology
• Our role at the conference
• Advocacy and PPM
2
About Edelman
#1
3,100
51
largest
independent
PR firm
employees
worldwide;
500 recently added
Offices
worldwide
Partners in Global Health
3
Project Overview
Situation
• Multitude of publications and guides created by diversity of
partners
• Vary in content, style and availability
• TB program managers have to sort through several resources
to find right information
Goal
To equip National TB Program managers, staff and partners with necessary
information to increase awareness and USE of tools to support internal
and external advocacy and program goals
Expected Outcome
An updatable and user-friendly advocacy toolkit to serve as a central
information source based on your needs and preferences that illustrates
the interdependent nature of these tools in advocacy settings
4
Methodology
PHASE 1: GAP ASSESSMENT
WHY ARE WE HERE TODAY?
• Survey national TB program managers and partners to:
• identify advocacy and political commitment needs
• inform overall advocacy and communications strategy
• determine marketing trends and preferences for TB publications and tools
RESULT
• Understanding of advocacy material penetration
• Insights into best combination of materials to meet needs
PHASE 2: DEVELOPMENT OF AN ADVOCACY TOOLKIT
APPROACH
• Consolidate existing materials and products into a central information source
• based Gap Assessment and communications expertise
RESULT
• Comprehensive, organized advocacy kit that is both user-friendly and updatable
PHASE 3: TOOLKIT LAUNCH AND COMMUNICATIONS
• Orientation workshop to facilitate toolkit usage
• Ongoing communications to program managers and partners
• Information sharing with key individuals in partner organizations
5
We Need Your Help
What? One-on-one interviews
• Assess awareness
• Determine utility
• Understand needs
• Obtain recommendations
Time requested with each participant:
10 minutes
How?
• Side conversations during breaks,
meals or before and after each day’s
session
Why?
• Understand your needs, point of view,
and ideas to directly inform final
toolkit
YOUR INPUT
HERE
6
What’s Going to Happen This Week
Tier
2
Tool’s Utility
Preliminary Data Sharing
• Snapshot of current results
• Discussion
Tier
3
Tier
1
Tier
2
Program Managers’ Awareness of Tools
Brainstorm
• Your recommendations for
the new advocacy toolkit
• Format
YOUR INPUT
• Content
HERE
• Design
New Toolkit
?
7
A few words on PPM advocacy
• What value does PPM bring?
(not impact)
• Articulate the value proposition to the targeted audiences
• Reverse your message
• You need case reporting
• They need ??
• Consider the message: What can PPM do for you?
• Match the audience to the message
- Private providers
- Professional associations
- Donors—ROI
- Marcos and Mario
8
So do what to do
1) Determine your value and write it down
• Care
• Engagement
• Other
2) Messages and messengers
You, partners, media
3) Corporate Social Responsibility
Ask larger corporations to make a commitment
4) Failure attracts attention: Sad, but true
5) Branding and Marketing (global and local)
Tricks: Awards
Certificates
Engagements
Speaking opportunities
PPM Certified Partner
9
QUESTIONS?