Key Elements to Consider Before Developing C4D Promoting Advocacy
Activities for MNCH Programs
What You Need from Each
Participant Group
Key Issues/Concerns of Each
Participant Group
Participant
Group(Audience)
Policymakers/Political
Decision Makers
Possible Advocacy Activities
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Public statements about
the importance of C4D
for childhood pneumonia
and diarrhoea prevention
and control
Inclusion of C4D in
maternal and child health
program policies.
Resource allocation for
C4D child survival
programs
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Public opinion
Leadership image
Ability to take credit for C4D
program successes
Budgetary implications
Consequences of actions and
inaction
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Study tours/field visits
Face-to-face meetings
with policy-/decisionmakers and their key staff
members
Participation in national
and international level
forums
Possible Advocacy Tools
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Briefing card/fact
sheets/pamphlets (with
talking points)
PowerPoint presentations
including photos and
personalized stories of
children/families positively
impacted by C4D programs
Articles from newspapers,
journals
Video clips from television
coverage of C4D child
survival programs
Cost-effectiveness analyses
(national and local burden of
disease)
Flash mobs
Electronic media (e.g.,
YouTube or other video clips,
Facebook page) describing
C4D program activities and
outcomes
What You Need from Each
Participant Group
Key Issues/Concerns of Each
Participant Group
Participant
Group(Audience)
Health Decision
Makers
Possible Advocacy Activities
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Development of a
national policy(ies)
childhood pneumonia
and diarrhoea prevention
and control that
integrates C4D
approaches
Promotion of the
policy(ies) and public
statements about the
importance of C4D for
child survival programs
Resource allocations
(funds for C4D activities,
provision of intervention
supplies, budget for field
workers and other health
personnel training in
C4D)
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Budget implications for C4D
programs
Necessity and consequences
of using C4D (proof of
efficiency and effectiveness)
Cost-effectiveness of using
C4D
Appropriateness of C4D
approaches within the social
and cultural context
Liabilities of using C4D
approaches
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Study tours/field visits of
existing and successful
C4D pneumonia and
diarrhoea prevention and
control programs
Face-to-face meetings
with experts, donors, and
partners
Participation in national
and international level
forums or events to call
attention to the issues
(may involve high-profile
celebrities)
Inclusion in C4D program
launches, events
Possible Advocacy Tools
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Community Leaders
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Ownership and support
for C4D programs for
child survival
Promotion of C4D for
childhood pneumonia
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Health of all children in the
community
Capacity of community
members to participate in
childhood pneumonia and
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Study tours/field visits of
existing and successful
C4D pneumonia and
diarrhoea prevention and
control programs in other
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Briefing card/facts & figures
sheets/pamphlets (with
talking points) to state the
issues and propose actions
PowerPoint presentations
including photos and
personalized stories of
children/families positively
impacted by C4D programs
Articles from newspapers,
journals
Documentation (e.g., video
clips from television
coverage) of successful C4D
childhood pneumonia and
diarrhoea prevention and
control programs
Cost-effectiveness analyses
(national and local burden of
disease)
Electronic media (e.g.,
YouTube or other video clips,
Facebook page) describing
C4D program activities and
outcomes that they can also
use to appeal to
policymakers
Briefing card/fact
sheets/pamphlets (with
talking points)
PowerPoint presentations
including photos and
What You Need from Each
Participant Group
Key Issues/Concerns of Each
Participant Group
Participant
Group(Audience)
Possible Advocacy Activities
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and diarrhoea prevention
and control program in
the community
Participation in
community coalition or
action group to
facilitate/remove barriers
for implementing C4D
child survival programs
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diarrhoea prevention and
control program activities
The social and cultural
appropriateness and
consequences of childhood
pneumonia and diarrhoea
prevention and control
program activities for the
community
Leadership image
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(similar) communities
Face-to-face meetings
with experts, donors, and
community partners
Inclusion in C4D program
launches, events
Possible Advocacy Tools
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Community Members
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Participation and
ownership in C4D
childhood pneumonia
and diarrhoea prevention
and control programs
Trust in C4D childhood
pneumonia and
diarrhoea prevention and
control programs
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Mass Media Partners
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Promotion/awarenessraising and advocacy for
C4D childhood
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Risks and consequences for
participating in childhood
pneumonia and diarrhoea
prevention and control
programs
Costs (e.g., time, money,
status) of participating in
childhood pneumonia and
diarrhoea prevention and
control programs
Access to the C4D programs
Quality of the C4D programs
Social and cultural
appropriateness of the
programs
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Behavior
communication/social
change campaigns
including mass media,
small media, electronic
media and interpersonal
communication activities
Social marketing
Newsworthiness of C4D child
survival programs
(importance in relation to
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Press briefing
Media advisory
Editorial article
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personalized stories of
children/families positively
impacted by C4D programs
Articles from newspapers,
journals
Documentation (e.g., video
clips from television
coverage) of successful C4D
childhood pneumonia and
diarrhoea prevention and
control programs
Posters
Television and radio spots
Television and radio
entertainment education
programs
Special events (e.g.,
immunization days)
Street theater/puppet shows
Posters
Billboards
Flash mobs
Press packet (briefing
card/fact sheets/pamphlets
with talking points, photos)
What You Need from Each
Participant Group
Key Issues/Concerns of Each
Participant Group
Participant
Group(Audience)
Possible Advocacy Activities
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Donors/Partners
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pneumonia and
diarrhoea prevention and
control programs
Balanced reporting of
C4D childhood
pneumonia and
diarrhoea prevention and
control programs
Resources for developing
and implementing C4D
childhood pneumonia
and diarrhoea prevention
and control programs
Support and
collaboration for
implementing C4D
childhood pneumonia
and diarrhoea prevention
and control programs
Facilitate the integration
of C4D childhood
pneumonia and
diarrhoea prevention and
control programs with
existing child survival
programs/activities
Promotion of C4D
Support and
collaboration for
implementing C4D
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the public and policy
agendas)
Audience appropriateness of
C4D childhood pneumonia
and diarrhoea prevention
and control program
reporting
Broadcast and print costs
Availability of interesting and
effective spokespersons
Return on investment
(outcomes, impacts, “bang
for the buck”) for C4D
approaches
Sustainability of C4D
childhood pneumonia and
diarrhoea prevention and
control programs
Quality and appropriateness
of C4D initiatives
Equity
Evaluation results
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Possible Advocacy Tools
submissions (opinions,
letters to the editor)
Field visits to see C4D
childhood pneumonia and
diarrhoea prevention and
control programs
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Electronic media updates
Study tours/field visits of
existing and successful
C4D pneumonia and
diarrhoea prevention and
control programs
Face-to-face meetings
with experts, donors, and
partners
Participation in national
and international level
forums
Inclusion in C4D program
launches, events

Briefing card/fact
sheets/pamphlets (with
talking points)
PowerPoint presentations
including photos and
personalized stories of
children/families positively
impacted by C4D programs
Articles from newspapers,
journals
Documentation (e.g., video
clips from television
coverage) of successful C4D
childhood pneumonia and
diarrhoea prevention and
control programs



What You Need from Each
Participant Group
Participant
Group(Audience)
Key Issues/Concerns of Each
Participant Group
Possible Advocacy Activities
childhood pneumonia
and diarrhoea prevention
and control programs
among donors, partners,
policymakers/decision
makers, politicians, etc.
Possible Advocacy Tools