ADVANCE FAMILY PLANNING
SPITFIRE SMART CHART™
TRAINING FACILITATION WORKSHOP
AFP
May 2013
SMART chart reprinted with permission from Spitfire Strategies
© 2008, Johns Hopkins University. All rights reserved.
Workshop Objectives
 Note to Trainer: Choose from list below in
notes section and present with bullets
 Objective
 Objective
2
Rules for Advocacy Planning
 Start with the issue to address
 Go in order—systematic, disciplined approach
 Make choices—
focus on limited number of things
3
Laws of Effective Advocacy
 Perception vs. fact
 Repetition & consistency
 Targeted to
Decisionmakers
4
Smart Chart™
Strategic Approach
STEP 1
Program
Decisions
STEP 2
Context
STEP 3
Strategic
Choices
STEP 4
Advocacy
Activities
STEP 5
Measurement
of Success
STEP 6 Final
Reality Check
5
STEP 1. Program Decisions
6
STEP 1. Program Decisions
Goal
What do you want to achieve long term?
Objective
What is the first step to take toward your goal?
Decision maker
Who can act to make your objective a reality?
7
STEP 1. Program Decisions
Setting Objectives—Think SMART™
S pecific
M easurable
A ttainable
R ealistic
T ime-bound
8
STEP 1.
Program Decisions
ObjectivesGoal
NOW
No
veggies
to eat
1ST
Objective
Organize
friends/n
eighbors
2nd
Objective
Find a
plot
3rd
Objective
Organize
planting/
maintena
nce
4TH
Objective
Grow and
Harvest
9
GOAL
Eat your
veggies!
STEP 1. Program Decisions
Goal and Objective
Group work to develop broad goal and SMART
policy objective
10
STEP 1. Program Decisions
Who Makes the Decision?
Who has the power to help reach your
objective?
Who can ensure that contraceptive supplies and
services are available?
11
STEP 1. Program Decisions
Who Makes the Decision?
Group work to identify decision maker(s) who
can make your objective a reality?
12
STEP 2. Context
13
STEP 2. Context
14
STEP 2. Context
Internal Review—What Do You Control?
 Money
 Staff & Volunteer Time
 Expertise
 Spokespeople
 Relationships
 Allies & Coalitions
 Communication Channels
15
STEP 2. Context—Internal Scan
What do you control?
16
STEP 2. Context
External Review—Outside Influences
 Planned Events
 Opposition
 Competition
 Audience Perceptions
 Media Coverage
 External Forces
 Global Alliances
17
STEP 2. Context—External Scan
Outside Influences
18
STEP 2. Context
Internal and External Review
Group work to do internal and external review
19
STEP 2. Context
Define Your Position
Frame
Fortify and Amplify
Reframe
20
STEP 2. Context
Position 1—Frame Your Issue
Take this approach when
 No current discussion exists
 Few people have relevant knowledge
 Few misperceptions exist
21
STEP 2. Context
Position 2—Fortify or Amplify Your Issue
Take this approach when
 The debate is already in motion
 The terms of the debate are favorable
 People agree with you
22
STEP 2. Context
Position 3—Reframing Your Issue
Take this approach when
 There is no way to win within the existing
frame
 It is time create space for a new, more
productive conversation
23
STEP 2. Context
Example
Define Your Position –
Frame
Fortify and Amplify
Reframe
24
STEP 2. Context
Discussion – Where are we now?
25
STEP 2. Context
Position 3—Define Your Position
Group work to define your position
26
STEP 3. Strategic Choices
Audience Target
Who must you reach?
Readiness
Where is your audience on your issue?
Core Concerns
What existing belief or value can you tap into with your
audience? What existing belief might be a barrier?
Theme
What theme will guide messaging that reinforces the
core concerns?
27
STEP 3. Strategic Choices
Target Your Audience
Who must you reach to achieve your objective?
28
STEP 3. Strategic Choices
Who Controls the Budget?
Audience 1: Key Decision Maker –
Country, Regional, Global
Audience 2 – Stakeholders who
influence decision makers
Audience 3 – coalitions and
networks
Audience 4– media, constituents
29
STEP 3. Strategic Choices
Target Your Audience

Share knowledge

Build will

Reinforce action
30
STEP 3. Strategic Choices
Sharing Knowledge

Does not know information

Knows but does not care

Knows but does not believe
31
STEP 3. Strategic Choices
Building Will

Know what the barriers are

Stay in the comfort zone

Make the reward bigger than the risk
32
STEP 3. Strategic Choices
Reinforcing Action
Celebrate win
Congratulate and thank
33
STEP 3. Strategic Choices
Core Concerns
What does he or she care
about?
What are his values?
How do we connect?
What will it take to get his
attention?
Is it worth it?
34
STEP 3. Strategic Choices
Building Will
Group work to target your audience
35
STEP 3. Strategic Choices
Theme
What is a theme?
A theme is a unifying element that gives meaning
to your messages.
36
STEP 3. Strategic Choices
Theme—Different Perspectives
--
Source: Population Reference Bureau ,www.prb.org
37
STEP 3. Strategic Choices
Theme—Overview
Themes will change depending on your decision
maker
Examples:
• Rational– evidence or facts are used
• Emotional – stories
• Moral – rights based approach
38
STEP 3. Strategic Choices
Rational Theme – Kenya Example
Enabling Community Health Workers to Provide
Contraceptive Injectables in Kenya
Greater access to effective contraception
is essential to attain MDG 5 (improving
maternal health
Message
• Use of family planning improves
maternal health
• The WHO guidance recommends this
shift based on evidence
39
STEP 3. Strategic Choices
Emotional Theme – Kenya Example
Enabling Community Health Workers to Provide
Contraceptive Injectables in Kenya
Show that nurses are valued to gain
their support
Message
•Recognize nurses’ expertise
•Improve nurses’ job satisfaction
40
STEP 3. Strategic Choices
Moral Theme – Kenya Example
Enabling Community Health Workers to Provide
Contraceptive Injectables in Kenya
No woman should die giving life
Message
• Save and improve lives
• Overcome inequities,
reach rural women
41
STEP 3. Strategic Choices
The Approach—Overview
Enabling Community Health Workers to Provide
Contraceptive Injectables in Kenya
• Rational Theme Attain MDG 5
– Message: FP improves maternal health
• Emotional Theme Concern for nurses
– Message: Improve nurses’ job satisfaction, reach
more clients
• Moral Theme Reduce maternal mortality
– Message: Save lives, provide access in rural areas
RESULT: task sharing approved
42
STEP 3. Strategic Choices
Theme and Message
Group work to determine the theme for the
message
43
STEP 3. Strategic Choices
Message Box
Value
Make your audience
nod back at you in
agreement
Vision
“So, what?”
What the world will
look like if your
audience acts
Target
Audience
Barrier
(a.k.a. Overcome the
Barrier)
Ask
What one, specific thing
to do?
44
STEP 3. Strategic Choices
Message Box Example
Value
Improving maternal
health is critical to
achieving the MDGs
Vision
Investing in family
planning leads to
achieving MDGs
Target
Audience
Barrier
By meeting unmet need for
family planning you save
lives and resources and
achieve the MDGs
Ask
Create a contraceptive
budget line item in the
Mid-term Expenditure
Framework
45
STEP 3. Strategic Choices
Messages
 Does the message reflect core concerns?
 Does it overcome—not reinforce—barriers?
 Is the ask in the key decision maker’s comfort zone?
 If not, does the benefit offered outweigh the risk?
 Does the message offer a vision or emphasize a
personal reward?
 Does it convey hope toward success?
 Is it consistent with the theme throughout?
46
STEP 3. Strategic Choices
Messages
Group work to develop message box
47
STEP 3. Strategic Choices
Messengers
48
STEP 3. Strategic Choices
Decisions to make
Message
 Key points for each target audience
Messengers
 Who will best connect?
 Are they available? Do they have knowledge?
 Who is the audience’s social reference group on this
issue?
 Can you show a trusted leader taking action?
49
STEP 3. Strategic Choices
Four Sins of Messages
Boring!
Enough already!
Statistical overload
Lack of interesting story
50
STEP 3. Strategic Choices
Group work to determine messenger, and
develop role plays to present the ask
51
STEP 4. Advocacy Activities
Tactics
 Policy briefs
 Briefings
 One-on-one
meetings
 Focus events
52
STEP 4. Advocacy Activities
Timeline
 Natural opportunities
 Forced/Unexpected
opportunities
 Planned events
53
STEP 4. Advocacy Activities
Assignments and Accountability
Which person in which organization will be
responsible for making an activity happen?
How will you manage activities, monitor
progress, and hold everyone accountable?
54
STEP 4. Advocacy Activities
Budget
How much does it
cost?
Who will pay?
55
STEP 4. Advocacy Activities
Tactics
• What
activities will
you use to
deliver your
messages to
your target
audience(s)?
Timeline
• When will you
implement
each tactic?
Assignments
• Who will
implement each
activity noted in
the timeline?
56
STEP 4. Advocacy Activities
Assignments and Accountability
Group work to determine advocacy tactics,
budget and timeline
57
STEP 5. Measurements of Success
Outputs
Outcomes
What you will do
What you will
achieve
58
STEP 5. Measurements of Success
Group work to determine Outputs and
Outcomes
59
STEP 6. Final Reality Check
Doable
Look for inconsistency
Test assumptions
Integrate into overall plan
Review progress regularly
60
STEP 6. Final Reality Check
Group work to do final reality check
61
For more information on
the Smart Chart™
http://www.spitfirestrategies.com/
62