1 Nutrition Communications & Advocacy Workshop27 & 28 September 2016

2 Introductions & Meeting ObjectivesWeber Shandwick: who we are, and why we’re here. What is a communications agency? We are storytellers – Nutrition is a wonderful story to tell Very quick recap of the process so far – emphasising that this has been a collaborative process with partners around the world, including input from PANITA Participant introductions: open to the floor

3 Why are we here? Our aim is to identify a more effective way to talk about nutrition… …so that we can engage with people outside of the nutrition community… …making nutrition a high priority in your country. About getting people beyond echo chamber (explain what an echo chamber is) of usual suspects...to engage with this issue outside the nutrition community – you’ve got a bunch of experts and tech expertise but we needed to break out of this and create work that would also help build a coherent voice/message...

4 Meeting objectives By the end of this meeting, you will:Have a good understanding of the basic principles of media relations and advocacy Be introduced to the ‘nutrition story’ and related materials, as well as how to tailor and use them in the Tanzanian context Have the tools you need to develop your own media & advocacy action plans Understand how to draft strong success stories Why are we here today?

5 Day 1 Agenda Timing Topic 09.00 – 09.30Introductions & meeting objectives 09.30 – 10.30 Introduction to storytelling & principles of media relations 10.30 – 10.45 Coffee break 10.45 – 11.15 Media relations in Tanzania 11.15 – 12.15 The nutrition story 12.15 – 13.30 Lunch 13.30 – 15.00 Panel discussion: Effective storytelling 15.00 – 15.30 Media & interview techniques 15.30 – 16.30 Media interview practice 16.30 – 16.45 Summary & close

6 Day 2 Agenda Timing Topic 09.00 – 09.15 Day 1 recap & Day 2 objectives09.15 – 09.45 Introduction to advocacy & steps involved in successful advocacy 09.45 – 10.30 Nutrition advocacy in Tanzania 10.30 – 11.30 Developing strong case studies 11.30 – 12.00 Putting theory into practice – individual level 12.00 – 13.00 Lunch 13.00 – 14.00 Putting theory into practice – group level 14.00 – 14.15 Summary & close

7 Introduction to storytelling & principles of media relations

8 Storytelling Stories have been used since ancient times to relate meaning to people’s lives Storytelling pre-dates writing with stories shared in every culture in history through fairy tales, folktales, legends and fables Telling a compelling story is about making a CONNECTION with your audience, ENGAGING with them and getting their ATTENTION. The desired outcome is to INFLUENCE their behaviour in the way we want. We can take a STEP BACK TO ORIGIN OF STORYTELLING. STORIES = LEARNING TOOLS FOR CHILDREN. Every culture around the world has an amazingly rich HERITAGE of fairy tales and local stories. We’re all FAMILIAR with storytelling because we’ve been told them or passed them on ourselves from a very early age. Stories help us: LEARN HOW TO BEHAVE TEACH US WHAT IS RIGHT AND WRONG SET CULTURAL BOUNDARIES EXPRESS VALUES [Image: Storytelling scene from the African folktale "Kirikou & the Sorceress“] Tanzania “Legends tell of cultural heroes and important ancestors who were intelligent, courageous and generous. Young people learn about these illustrious ancestors through story telling. Among the Bahaya, the young groom researches his family history that has been preserved and passed down through legends and chooses an important ancestor that he will try to emulate and that will be his role model. In a very real sense, these ancestors participate and influence the lives of people today.” “Among the Haya ...there is a standard opening formula before a narrative is told. The audience says, "See so that we may see", before the start of a folk tale.” “Riddles are not just a form of entertainment, they play an important role in the social and cultural education of children. Riddles are also useful tools in children's cognitive development. They teach rules of behavior, explain and interpret natural phenomenon, and are a socially sanctioned avenue for questioning social taboos and restricted subjects. In the educational role, riddles provide a safe avenue for transmitting restricted information as well as intimate and vital knowledge. Among the Chagga, for example, elders explain that riddles are for entertainment, but they also point out that an adept at riddling acquires social respect and is considered a master in manipulating social knowledge.” Tanzania Folklore, East African Living Encyclopedia

9 Modern storytelling We have more ways to tell our story than ever before BUT that also means it’s harder than ever to get ourselves heard Modern storytelling has a broad purview. In addition to its traditional forms (fairytales, folktales, mythology, legends, fables etc.), it has extended itself to representing history, personal narrative, political commentary, and evolving cultural norms. Contemporary storytelling is also widely used to address educational objectives.[2] New forms of media are creating new way for people are able to record, express, and consume stories. Games and other digital platforms, such as those used in interactive fiction or interactive storytelling, may be used to position the user as a character within a bigger world. Documentaries, including interactive web documentaries, employ storytelling narrative techniques to communicate information about their topic. In Tanzania: - Tanzania's media scene, once small and largely state-controlled, developed rapidly following the advent of the multi-party era in the mid-1990s. As with several other countries, radio penetration stays broadly similar across the time period but TV penetration increases. Internet access has increased considerably over the same time period ( ) [4% internet access in 2011 vs. projected 25% in 2016; 3% access to a computer in 2011 vs. projected 25% in 2016]

10 Why a story about nutrition?Why do we need a story? Good communications is about good storytelling It gives meaning to our topic Consistency in how we talk and clarity in what we’re asking for Helps us be more relevant to our audience(s) Nutrition is a complex issue – a good, clear story of what it is, why it matters, and how we can address it is critical in order to successfully make the case to those outside the nutrition community. Nutrition is a multi-sectorial issue – we need a story that can be understood by different audiences, e.g. government officials in finance, agriculture, health, education, etc. Why a story about nutrition?

11 The six steps to a story

12 Stimulating action Inform Think Engage Feel Inspire Act

13 Capturing hearts & mindsEmotional Rational ‘

14 WE NEED TO BE RATIONAL AND EMOTIONALRational because… Emotional because… Statistics and research make people believe you Humans (vs. other species) respond to stories with strong emotional hooks. People take action based if they believe the information. Emotion helps elevate your message and its value. Facts provide a common ground of understanding. …and creates sympathy and credibility for the messenger. But we need to balance the rational with the emotional. I use Steve Jobs here because he lived this thinking, he understood that technical brilliance isn’t enough, that a story for the brand is essential. After all, there are some outstanding gadget manufacturers out there, many making arguably better products than Apple, yet none have even touched on their dominance of the sector. However, don’t take my word for it. You may have heard of Nobel Prize Winner, Professor Daniel Kahneman – best known for his 2011 book ‘Thinking Fast, Thinking Slow’ which was based on 30 years of peer reviewed research. In this he describes two systems that govern how the mind works, one we control and one we do not. System 2 represents the conscious self that makes choices and decides what to do. System 1 represents the instinctual mental events that allow us to make quick decisions with little mental energy. We could not survive without System 1 and yet it often causes us to make systematic errors in specific situations. So, we may think of ourselves as purely rational beings but the fact is we are not – our cave man, instinctive brain has as much of a role to play as our rational thoughts.

15 COMMON THREAD An ‘ask’ Zeitgeist Personal storyA strategy behind the creative with a clear call to action Zeitgeist Connection with a social / cultural trend Personal story A clear, compelling story – putting a person’s voice at the centre to capture hearts and minds

16 Coffee Break

17 The Nutrition story

18 Approach to the scope of workWays of Working: a collaborative and iterative process with partners around the world, especially the Global South Global Toolkit: a flexible toolkit of white-label & open-source materials - not a ‘branded campaign - to ensure widespread adoption SUN CSO Toolkit & Tailored Communications Support Maximizing major advocacy global/regional moments Media relations

19 A collaborative effort. With thanks to representatives from:Scaling Up Nutrition (SUN) Movement Global Citizen 1,000 Days (US) Jamie Oliver Food Foundation The Bill & Melinda Gates Foundation Save the Children (UK) The Children’s Investment Fund Foundation Global Nutrition Report Action Against Hunger Power of Nutrition JAAGO Foundation ONE Partnership for Nutrition in Tanzania (Panita)  UNICEF Hellen Keller International RESULTS UK Concern Worldwide

20 The nutrition story: change in directionEnough food Enough nutrients Sole focus on outside story Incorporate inside story Technical jargon for the initiated Accessible language for all Problem-focused (the ‘why’) More solution-oriented (the ’how’) Big to do list with big price tag Priorities and focus

21 GUIDING APPROACH & INTERVENTIONS CREATIVE PLATFORM & TOOLKITA flexible communications framework NUTRITION NARRATIVE What? DEFINITION PILLAR 1 PILLAR 2 PILLAR 3 Our Story Why? GUIDING APPROACH & INTERVENTIONS How? CREATIVE PLATFORM & TOOLKIT A unifying thread in materials How We Tell It CALLS TO ACTION 21 A narrative is the anchor point from which all communication must originate. Whilst specific messages will differ by audience, geography and agenda, everything we say is guided by the themes, tone, pillars and (critically) simplicity of the narrative.

22 WHAT is good nutrition? Good nutrition is not about how much food is available to consume, but rather about ensuring the right nutrients go into the body, and also stay in. Good nutrition is: About ensuring mothers and children receive the vital ingredients they need to thrive, whether these come from a varied diet, breastfeeding, or supplementation. Not about how much food is available to consume, but rather about ensuring the right nutrients go into the body (e.g. breastfeeding), but also stay in (e.g. anti-diarrheal rehydration treatments). Put at risk by anything that prevents this process (e.g. infectious diseases like malaria can waste nutrients by hindering their absorption or diverting them to deal with high fevers).

23 WHY does it matter? PROTECTION POTENTIAL PROGRESSThe right nutrients for both mother and baby in the first 1,000 days from conception to the second birthday sets the stage for physical, emotional and intellectual development for that child’s entire life. Argument 1 Argument 2 Argument 3 PROTECTION Good nutrition helps build a child’s internal defenses Good nutrition builds strong immune systems, supercharging children’s chances of survival and protecting them their whole lives. POTENTIAL Good nutrition helps children be all they can be Good nutrition helps develop strong brains and bodies, allowing this generation the opportunity to not just survive, but also to reach their full potential throughout life. PROGRESS Good nutrition helps nations be all they can be Good nutrition for children impacts everyone. As children grow strong, so do communities and countries, thus ending the cycle of poverty. The story includes three supporting arguments that provide a clear, compelling starting point for conversations with our audiences on why this issue is important. These are building blocks that can be used flexibly – we may rely on one theme, or use a combination, differently for different audiences.

24 Key implications for how we communicateDo: Don’t: Position impact of poor nutrition around the damage on the inside, with stunting and wasting as proxy measures. Position stunting and wasting as the two things that we are trying to stop as ends in themselves. Use the impact of poor nutrition on the immune system as a reason to believe why it is the underlying cause of nearly half of child deaths. This applies for both wasting and stunting. Tell people poor nutrition is the underlying cause of nearly half of child deaths without giving them a concrete reason to believe. Talk about how good nutrition helps some of our vital organs develop and grow, as that makes it feel distinctive and concrete. Use generic growth messages that could be used for the majority of global health issues. Communicate stories of how we are on our way to making an impact. Don’t just leave people dwelling on the problem. Use the impact of 1,000 days not just on rate of survival, but on losses that cannot be regained, to inject urgency and narrow window of opportunity to act. Fall back on using hunger as the urgent story.

25

26 Toolkit made up of range of materials and formatsVideo Print Graphics/infographics Social media Insert Link Here

27 Panel discussion: Effective storytelling

28 Lunch Break

29 Sample advocacy strategy: OutlineWhat are you trying to achieve? What process could deliver that? Strategic approach Targets and allies Timeline Priority activities and outputs Risks and mitigations

30 Advocacy strategy: FrameworkLobbying Community mobilisation Coalition building Media advocacy Conference speaking Public forums Awareness campaigns Policy-maker education Influencer education Community education PEOPLE Campaign framework: goal, objectives, audiences, asks, tactics

31 MEDIA STRATEGY

32 “If you talk to a man in a language he understands, that goes to his head.If you talk to a man in his language, that goes to his heart.” - Nelson Mandela

33 Setting clear media relations objectivesWho is your end audience? What media are likely to influence your target audience? Using media as a channel through which to reach our target audiences What do you want your audience to do as a result of hearing your messages via the media? What does success look like? How will you measure how successful your activities were?

34 Media engagement tacticsMedia release / news story pitch Desk-side briefing Field visit Feature story sell-in Roundtables, workshops, media briefings Journalist ‘training’ on key topic

35 What makes a good message?Succinct, e.g., average sound bite is five seconds, print quotations = 25 words Delivered with passion No jargon / use language your audience understands Talk about the benefits, not the process Vivid example that paints a picture: analogies, stories and metaphors Specify the ‘ask’ – what you are asking for, from your end audience So what makes a good quote: don’t over answer Five seconds- that doesn’t mean talk in 5 second soundbites. Answer can be seconds but the reporter may paraphrase your first 20 seconds and just capture the rest in the bite. Passion- you can’t be taken seriously if your delivery is devoid of energy and enthusiasm No jargon- keep it simple Benefits- process is boring, that’s why recipes are on the back of the box Examples- reporters love those two words “for example”, paint a picture that readers can visualize, takes complex sometimes abstract concept and makes it understandable “life is like a box of chocolates” According to Max Atkinson, the British speech researcher, when a speaker utters the phrase “for example” there is a noticeable movement among crowds. Atkinson videotapes audiences listening to speakers and what he finds is that there is a distinct movement of heads when that phrase is spoken. Audience members are literally jerking their heads up to hear what comes next. Audiences love example because it allows them to leave the boring world of abstraction where the speaker has been dwelling. Examples allow the audience member to see if he or she has really understood the speaker after all. And the final benefit of “For example” for audience member and speaker alike is that it means there will be a temporary ceasefire when it comes to the speaker delivering more and more data. Because an example is not about delivering new data; it is about putting together a real life picture of the data and facts you described a moment ago.

36 Evaluating your media relations effortsSet markers against which to measure the impact of your work BEFORE you start any media activities This is critical in order to: Measure the success of your activities Identify key learnings for future activities Keep a recording template for any media coverage you secure Date Publication Author Tone of voice (positive, negative, neutral) Key message pick-up Audience reach figures

37 Media relations for nutrition in Tanzania

38 Reporting in Tanzania Journalists tend to report on ‘face value’ of stories For political stories: weekly investigative papers in English and Kiswahili, which provide in-depth issues analysis In-depth features and/or investigative stories are also generated from reports by NGOs or organizations. Some of the reports in the nutrition space that have become covered include: UNICEF Nutritional Survey, REPOA (research on Poverty Alleviation) Global Nutritional Report. , In the current regime, to make a nutrition agenda a polictical story, we will need to line the economic effect of adverse nutrition to development and also show how it affects key focus sectors of the government – Education, Health.

39 Media structure Print, TV, & radio outlets located in Dar es Salaam and regionally Newspapers & TV address mostly the elite and middle classes Main newspapers: Mwananchi (Kiswahili) & The Guardian (English) Main TV channels: ITV, TBC (government-operated) National newspaper market divided into four parts: Weekly business newspapers Weekly political analysis newspapers General news covering a wide number of topics Weekly sports and entertainment newspapers Popularity of regional newspapers Note: Policy makers take time to read newspapers. TV habit is mainly around news broadcasts. Tanzania’s media (print, TV, radio) are located mainly in Dar es Salaam, but also have a vibrant regional media. In addition there are regional newspapers that have greater readership within the regions

40 Media structure Radio is the main medium for most TanzaniansRadio One, TBC FM Growing blogging community for news & entertainment Social media (Facebook, Twitter, Instagram) increasing in popularity Internet accessible only in major towns and available mainly in office locations - not readily available to local Tanzanians HOWEVER: mobile telephone operators have revolutionised internet services by introducing modem internet as well as internet services on mobile phones Online newspapers and blogs dominate online media Social media (Facebook, Twitter, Instagram) platforms growing considerably due to the availability of affordable smartphones especially among the youth and urban areas communities

41 Top National Daily Press:Mwananchi Readership: General public, educated and business traders Main focus: general news, political information Print run: 100,000 Language: Kiswahili Print run: 40,000 Nipashe Readership: general public, educated and business traders Main focus: General news, political information, Print run: 20,000 Habari Leo Readership: general public, government owned paper The most read newspaper is Mwananchi. Its considered authoritative and balanced.

42 Top National Daily Press:The Citizen Readership: general public with an interest with opposition politics Main focus: general news, political news, sports and entertainment Print run: 25,000 Language: English Main focus: general news, political information, economic news, business information Print run: 25,000 The Guardian Daily News Readership: highly educated parts of society as well as business leaders. Government owned paper Main focus: general news, political information; business, special magazine pull-outs Policy makers will read Daily News, as this is their paper. However, the most authoritative paper is is the Citizen Newspaper

43 News agencies International Agencies based in Dar: BBC Radio KiswahiliDW Voice of America Reuters Radio France International Tanzania correspondents for the main news agencies Organised in order of preference. Reuters – mainly TV storeies

44 Broadcast Seven TV Channels: general news and programming; entertainment; and religious Most important is ITV with nationwide coverage. Other nationwide stations are Star TV , TBC 60% of content is local programming and the other 40% sources programming The best shows to reach policy makers are discsion forums – mornig and evening. There are over 15 radio broadcasts based in Dar es Salaam with another 30 regional based radio stations. The most important national radio broadcast are TBC radio, RFA, Radio One. The radio stations mainly provide entertainment. Each station has a weekly heath segment on issues affecting society.

45 Top 5 national TV stationsITV – audience share: 80%; organizational form: public; main focus: Record serves all broadcasts of public interest (News, Films, Sports, Soap operas, reality shows, etc.) Star TV – audience share: 70%; organizational form: public; main focus: Music and entertainment TBC 1– audience share: 50%; organizational form: public; main focus: TBC1 serves all broadcasts of public interest (News, Films, Sports, Soap operas, reality shows, etc.)

46 Top news broadcast RFA – organizational form: private company main focus: politics, entertainment, current affairs, economy, sports, business TBC FM – organizational form: public; main focus: politics, current affairs, economy, sports, business Radio One – organizational form: private company; main focus: politics, current affairs, economy, sports, business

47 Top online blogs Global publishers – Entertainment, fashion, gossipWe need to include only the blogs that are likely to reach and influence policymakers in the country. E.g. ‘Bongo Celebrity’ doesn’t seem that relevant… Top online blogs Global publishers – Entertainment, fashion, gossip Michuzi Blog – main focus: political news, business, social events, Jamii Forums main focus: political news, business discussions Full Shangwe –main focus: political news, entertainment, Haki Blog – main focus: justice issues in various sectors of the country.

48 Social media Facebook and Twitter are growing as key communication channels Blogs are mainly used by 13–45year olds Main communication in Kiswahili, though social networks are increasingly in English More professionals are using LinkedIn Political campaigns during the last election also used Facebook and Twitter, as party leaders attempted to reach youth

49 Tips for success Tanzanian journalists often looking for ready-to-use information that can be used for newspaper articles In addition, they expect to be facilitated to attend or cover your news functions Journalists and editors are receptive to the idea of exclusive pitches, however the basic understanding is that nothing is done for free Journalists also accept invitations for lunches and breakfasts with executives Very few journalists are specialized in specific topics or segments – most are ‘generalists’ Respecting deadlines is essential for keeping a good relationship with them

50 Key Nutrition Media Some of the key nutrition agenda media in Tanzania include: Radio One - Health Segment (Wednesday) Jambo Tanzania on TBC Expert Discussion Shows – ITV, Star TV, Channel 10 Magic FM All Newspapers – Wednesday and Thursdays Citizen – Saturday Magazine Habari Leo – Women's magazine Dodoma FM (with government moving to Dodoma, this station popularity as a news source for people living in Dododma)

51 Media & interview techniques

52 Know why you are doing an interviewWhat’s your objective? Shape attitudes, spur action, gain mindshare Who are you trying to reach? Identify why they’ll care (make it relevant to them) Why you, specifically? Communicate essential concepts Keep it simple; only two or three concepts will resonate Many people do interviews without really thinking why What’s your objective? Who are you trying to reach? What would you view as a good outcome? Why you, specifically? The spokesman is in control Stay in the background Speak minimally at key moments only (print) Only intervene to: Protect your spokesperson from trouble Correct an important error Steer towards a message or opportunity

53 Controlling the dialogueRemember your story and focus on delivering it. Pause before answering…say second thing that comes into your mind Don’t just ‘answer the question’, it’s a wasted opportunity! Use your first answer to start your story, don’t wait for an invitation Steer the discussion to focus on your key points Repeat, repeat, repeat your key messages

54 Bridging ACKNOWLEDGE: Keep it short & directBRIDGE: Your phrase to bridge to … CONTROL: … your story

55 Flagging Every question is an opportunity to communicate our core message; flagging makes sure your audience knows what it is Flagging is a simple technique that emphasizes a point you want the your audience to remember “The point I really want to make is this …” “The most important thing to remember about this is…” “If you to take one thing away from this conversation, it should be…”

56 What makes a good message? Recap:Succinct Average length of a sound bite is five seconds Print quotations rarely exceed 25 words Delivered with passion Lacks jargon Speaks to the benefits, not the process Vivid example that paints a picture: analogies, stories and metaphors So what makes a good quote: don’t over answer Five seconds- that doesn’t mean talk in 5 second soundbites. Answer can be seconds but the reporter may paraphrase your first 20 seconds and just capture the rest in the bite. Passion- you can’t be taken seriously if your delivery is devoid of energy and enthusiasm No jargon- keep it simple Benefits- process is boring, that’s why recipes are on the back of the box Examples- reporters love those two words “for example”, paint a picture that readers can visualize, takes complex sometimes abstract concept and makes it understandable “life is like a box of chocolates” According to Max Atkinson, the British speech researcher, when a speaker utters the phrase “for example” there is a noticeable movement among crowds. Atkinson videotapes audiences listening to speakers and what he finds is that there is a distinct movement of heads when that phrase is spoken. Audience members are literally jerking their heads up to hear what comes next. Audiences love example because it allows them to leave the boring world of abstraction where the speaker has been dwelling. Examples allow the audience member to see if he or she has really understood the speaker after all. And the final benefit of “For example” for audience member and speaker alike is that it means there will be a temporary ceasefire when it comes to the speaker delivering more and more data. Because an example is not about delivering new data; it is about putting together a real life picture of the data and facts you described a moment ago.

57 How to answer Use first answer to get your messages outYour one chance to be sure of expressing all concepts All other answers should be brief Stick to your agenda Acknowledge the question, but move quickly, credibly to message Your mission is transition Find common ground; link a word or topic area in the question to one of your messages Focus on message hierarchy Don’t forget to return to the big picture

58 Interview simulationsScenario 1: You are calling a journalist to announce the GNR launch. How do you sell in your story? [Jackie, pls give example of journalist & outlet] Scenario 2: You are invited for a live interview at the Jambo Tanzania show, on TBC1, to provide input on… [Jackie pls provide details – why would Jambo Tanzania invite a CSO to talk about nutrition?] Scenario 3: You are calling journalist Kasumin Ludger from The Citizen Newspapers to… [Is this an outlet likely to be read by policymakers?]

59 Day 1: Summary & Close

60 Nutrition Communications & Advocacy WorkshopDay Two: 28 September 2016

61 Today’s activities Media interviews Outline for an action planPanita strategy/targets Advocacy overview: what is advocacy? Small group work/Report-back – completing the action plan Media interviews Case studies Wrap-up & close

62 Day 2 Agenda Timing Topic 08.30 – 09.00 Media interviews (part 1)09.00 – 10.00 Advocacy overview 10.00 – 10.15 Tea break 10.15 – 11.00 Working on action plan 11.00 – 12.00 Case studies 12.00 – 12.30 Report backs 12.30 – 13.30 Lunch 13.30 – 14.30 Media interviews (part 2) 14.30 – 15.00 Wrap-up Why are we here today?

63 Interview DO’s Tell the journalist a storyBe simple and clear: talk in terms people understand Be positive, enthusiastic, and show you believe in what you’re saying: put your heart and mind into it Be firm, decisive, and say only what you want Steer the discussion: lead to where you want to go Weave key messages into answers; repetition resonates At the end, take the opportunity to repeat your messages one more time

64 Interview DON’Ts Don’t hold an interview unprepared, and don’t lie‘I don’t know’ is a much better response than making something up Don’t share too many details. Know when to stop It’s ok to close out a repeated question you’ve already addressed with, e.g. ‘as I said’, or ‘it really is too early to tell’ Don’t get defensive Don’t use jargon or buzzwords Don’t speculate or comment on rumours Don’t assume you can speak ‘off the record’: there is no such thing!

65 Interview checklist Do Prepare Take control Repeat key messages Set an end to the interview Don’t Let your guard down or lose your temper Hope you can ‘wing it’ Lie, if you don’t know the answer Speak ‘off the record’ Pause before answering… sometimes, say second thing that comes into your mind Pausing helps you focus Your first answer can be off-message…or even defensive Steer the discussion Advance your agenda as you answer Resist the temptation just to respond to questions Use your first answer to market your key messages This is your one chance to be sure of expressing all concepts

66 Practice makes perfect: Interview simulationsParticipants work in pairs, to role-play a reporter interview. Swap roles. Criteria for journalists: was the speaker: - Authentic? - Believable? - Passionate? - Clear?

67 Critique & discussion Group report-back: what worked well? What needs improvement?

68 Developing your advocacy action planDefine the policy change/resource investment you want Identify your target audience Develop messages Lay out an approach to deliver your call to action

69 You already do advocacy

70 PANITA’s advocacy strategyOverall Policy Goals– what advocacy will seek to achieve To reduce malnutrition among children under-5 and women of reproductive age in line with 2015 National Nutrition Strategy targets; To reduce stunting by 12% by 2025 (in-line with the WHO target).

71 PANITA’s advocacy targetsAfrican organizations/institutions in Addis (AU) plus the international nutrition bodies/institutions Bilateral and international organizations, NGOs – int'l and local – DFID, SIDA, CIDA, World Bank, plus UNICEF, WFP, Irish Aid etc. Prime Minister’s office, Ministry of Education and Social Affairs, Ministry of Finance, Ministry of Agriculture, Ministry of Health, Ministry of Community Development, Ministry of Legal and Constitutional Affairs, government run institutions (TFNC, TASAF) Relevant MPs from Parliament Committees including Standing Committees Regional, district and local community structures Media including TAJOC representatives Community members Other influential people (experts in particular fields, SC consultants, University professors)

72 Introduction to advocacy: Steps involved in successful advocacy

73 What is advocacy? “The actions people or organizations take to influence decision-making that help create a desired change” Advocacy can take place at the local, regional, state, national, and international levels Advocacy has the power to build broad support across sectors for a specific issue – like investment in nutrition The key to advocacy success? Make it relevant!

74 Key principles of successful advocacyEvidence-based Targets the right decision-makers Simplicity Relatability Collaborations Timing Evidence-based: builds credibility Targets the right decision-makers: targets those who are able to effect change Simplicity: less is more Relatability: argument needs to relate to target audience’s interests / resonate with them Collaborations: coordinated efforts can have stronger results Timing: Need to get timing right, to maximise impact

75 Characteristics of AdvocacyAdvocacy has to be directed at those who have the power to make the decisions and bring about results. Advocates use many tools and techniques to direct their efforts. These include: generating and interpreting information, building alliances and coalitions, engaging in media advocacy, litigating and lobbying. Advocates regularly ask something of others—within their group or those with the power to decide. Actions by advocates create demands on political and policy systems. By doing so, conflicts may be generated that otherwise might be avoided.

76 Formulate your advocacy goalKey elements of an advocacy goal WHO do you want to see take action? [Specify decision-makers] WHAT kind of action do you want them to take? [Outline what is needed to address the issue] WHY is this change important? [Present the supporting evidence] WHEN does action need to be taken? [Specify the timeline]

77 Identify your target audience: stakeholder mappingWho are the influential actors in the field? Include potential supporters, opponents, neutral actors Plot stakeholders to identify target audiences and potential partners Very influential Supports your objective Opposes your objective Least influential

78 Develop messages SuccinctAverage length of a sound bite is five seconds Print quotations rarely exceed 25 words Delivered with passion Lacks jargon Speaks to the benefits, not the process Vivid example that paints a picture: analogies, stories and metaphors So what makes a good quote: don’t over answer Five seconds- that doesn’t mean talk in 5 second soundbites. Answer can be seconds but the reporter may paraphrase your first 20 seconds and just capture the rest in the bite. Passion- you can’t be taken seriously if your delivery is devoid of energy and enthusiasm No jargon- keep it simple Benefits- process is boring, that’s why recipes are on the back of the box Examples- reporters love those two words “for example”, paint a picture that readers can visualize, takes complex sometimes abstract concept and makes it understandable “life is like a box of chocolates” According to Max Atkinson, the British speech researcher, when a speaker utters the phrase “for example” there is a noticeable movement among crowds. Atkinson videotapes audiences listening to speakers and what he finds is that there is a distinct movement of heads when that phrase is spoken. Audience members are literally jerking their heads up to hear what comes next. Audiences love example because it allows them to leave the boring world of abstraction where the speaker has been dwelling. Examples allow the audience member to see if he or she has really understood the speaker after all. And the final benefit of “For example” for audience member and speaker alike is that it means there will be a temporary ceasefire when it comes to the speaker delivering more and more data. Because an example is not about delivering new data; it is about putting together a real life picture of the data and facts you described a moment ago.

79 Advocacy strategy: FrameworkLobbying Community mobilisation Coalition building Media advocacy Conference speaking Public forums Awareness campaigns Policy-maker education Influencer education Community education PEOPLE Campaign framework: goal, objectives, audiences, asks, tactics

80 How to Advocate in TanzaniaUnderstand the power of cultural norms. As a predominantly male culture, you will need to use this norm to advance your agenda in Tanzania Collaborate, Collaborate, Collaborate. The more diverse groups speak about Nutrition, the more the chances to advance your agenda Take advantage of the “Hapa Ni Kazi Tu” slogan of the current government. The new government is committed to service delivery, so anyone who has an agenda that is progressive and investing in future generations will have an audience. Work from bottom to top (community to national) and top to bottom. And top to bottom (national to community). Understand that the two sided flow of information is encouraged in the current government. Executives are expected to be on-top of their agendas. You will need to work with other institutions outside the “closed” nutrition sector to assist. Eg Academics, Women, Seek to understand in local and national key influencers for a national agenda e.g National Agenda an Janeth Magufuli drive agenda (Mother, teacher, high profile?) She has not yet been identified with any agenda at the moment. At regional level, who can drive the agenda – DC or RC, Or Education Dept. Let data drive your selection process. Work with government agencies/offices to learn what the government priority areas are. There is ïntercompetition” a need to show that you are delivering. Nutrition is a simple agenda to achieve.

81 Putting theory into practice:Individual level

82 Setting advocacy goal What is the specific change or action I want decision-makers to make to help create the desired policy or funding change I am seeking?

83 Lunch break

84 Putting theory into practice:Group level

85 Setting advocacy goal – group levelReport-back on individual advocacy goals Working as a group, identify a primary advocacy goal all participants can work towards; and develop an action plan for achieving it

86 Developing strong case studies

87 Key considerations Why do we need to share our success stories?To demonstrate the impact of our work, as support for a particular ‘ask’, e.g. when asking policy makers to prioritise / invest in nutrition What do you want others to remember? Look at the ‘success story’ through your audience’s eyes: why does it matter? What is the benefit to them? E.g. why should an education minister care about a nutrition programme? Data to support your case Include hard facts on what you have achieved… …and then take it to the next level: why does this matter? What format will be more effective to present your success story in?

88 Results: and why they matter!Key elements of a strong success story Audience/Goal Challenge faced Solution Results: and why they matter!

89 Example

90 Practical exercise Drafting your own success stories!

91 Summary & close

92 Thank You