9.4 Goal and objectives

Defining the overall goal of the advocacy strategy as well as the specific policy changes that are sought from policymakers helps to keep advocacy activities focused and coherent. The objectives formulated should, as much as possible, be specific, measurable, achievable, realistic and time-bound (SMART), and should indicate:

  • What issue are we addressing and why?
  • Whose opinion do we want to change, and why?
  • How should their opinion or behaviour be changed?