course
MINT141 | Autumn | 3 ECTS

Communication for Advocacy - Acquiring the Basics

29 & 30 November 2019 - Friday from 12:15, Saturday from 9:00 | This workshop is meant to get participants to become familiar with the linguistic and logical structures characteristic of advocacy communication. Spread over two days of discussion, analysis and practical work, it aims to uncover the basic workings of an advocacy campaign and its messages. Participants will get the opportunity to analyze several types of case studies: successful advocacy campaigns, failed advocacy campaigns, and subjects treated in both objective€ frameworks and advocacy frameworks (the specific case study of Amnesty International's campaign 'Control Arms' and the Small Arms Survey's research project on small arms and light weapons). Based on these case studies, together with the workshop leader, they will draw up their own advocacy guide€ for future assignments.The workshop has two constitutive parts: theory and practice. The theory section includes the following subsections: Understanding the advocacy communication mindset (types of advocacy; subject; actors/agents; audience; language; framing; messaging); Analysis and identification of successful/failed advocacy initiatives (subject; timing; message design; etc.); Design your own plan for an advocacy campaign (how to organize; drawing support for your cause; messaging; etc). The practical section includes the following subsections: Comparative approaches to operationalizing research for advocacy (SAS vs. Amnesty International on SALW issues); Defining an advocacy campaign (group work); Operationalizing an advocacy campaign (actors/agents; audience; framing; messaging; products; editorial calendar; etc.) (group work) At the end of the workshop participants will have elementary knowledge of different types of advocacy; they will have the basic tools for designing and operationalizing an advocacy campaign (including a check-list of elements to take into consideration to this end); will be aware of the importance of language and framing for successful advocacy; will be equipped with an understanding of what makes for a successful message. In terms of output, they will have access to a set of guidelines developed in the workshop.