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:

  • Whose opinion do we want to change, and why?
  • How should their opinion or behaviour be changed?
  • What actions or steps do we want them to take?
  • What is the time frame?
  • How will we recognise if our efforts have had an impact on opinions and or actions?