Toolbox Campaigning, Advocacy, PR

Campaigning, Advocacy, PR

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Public Interest Communications: Strategy for Changemakers
Key Guidance

Ann Searight Christiano, Angela Bradbery

Oxford: Routledge (2025), 357 pp.

"Written by two practitioners with deep professional experience, this book introduces readers to public interest communications, which takes an evidence-based approach to using strategic communications to drive positive social change. Each chapter includes accessible, applicable insights, exercises ... more

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Public Interest Communications: Strategy for Changemakers

Ann Searight Christiano, Angela Bradbery

New York; London: Routledge (2025), xii, 344 pp.

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Unleashing the potential of short-form video: A guide for creators making content to counter extremism

Simon Copeland, Jon Deedman, Kamil Yilmaz et al.

Swansea University (2024), 8 pp.

"This guide is intended to help creators producing or thinking about making shortform video content seeking to counter extremism. Our goal is not to tell you what to create; your original content is what makes your channel creative and organic. Instead, we hope to provide you with tools and tips to ... more

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Producing and Managing an SBC Mass Media Campaign
Key Guidance

Justin DeNormandie, Mwikali Kioko

Johns Hopkins Center for Communication Programs (2024)

"This toolkit is a step-by-step guide to develop, produce, broadcast, and monitor a social and behavior change (SBC) mass media campaign. The outputs from this creative development process can and should be used to guide the design of additional communication channels in an integrated, mixed-media c ... more

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Guide d'action pour la communication et le plaidoyer médiatique: Huit éléments constitutifs d'une campagne de communication et de plaidoyer médiatique en matière de santé publique

Global Health Advocacy Incubator (2024), 30 pp.

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Voces con propósito: Manual de estrategias de comunicación para el desarrollo y el cambio social. Módulo conceptual
Key Guidance

Jair Vega Casanova, Rafael Obregón Gálvez, Claudia Nieto Sánchez, Elizabeth Vargas Rosero, Camilo Pérez Qunitero, George W. Gathigi

Barranquilla: Editorial Universidad del Norte;Friedrich-Ebert-Stiftung (FES) (2024), xvi, 106 pp.

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Integrating supply and demand in social marketing programs: The Nosh-e-Jaan campaign to promote nutrition in Afghanistan

Nedra Kline Weinreich, Mustafa Basij Rasikh

Health Marketing Quarterly, volume 42, issue 1 (2024), pp. 24-47

"This case study describes a successful nutrition social marketing program in Afghanistan. By building up the domestic soy industry and supply chain, while creating consumer demand for high-protein soy products to combat malnutrition, the Nosh-e-Jaan campaign rebalanced the market dynamics for this ... more

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Voces con propósito: Manual de estrategias de comunicación para el desarrollo y el cambio social. Módulo del participante
Key Guidance

Jair Vega Casanova, Rafael Obregón Gálvez, Claudia Nieto Sánchez, Elizabeth Vargas Rosero, Camilo Pérez Qunitero, George W. Gathigi

Barranquilla: Editorial Universidad del Norte;Friedrich-Ebert-Stiftung (FES) (2024), xiv, 76 pp.

"Este módulo presenta un proceso paso a paso que permitirá a los miembros de las organizaciones, o campañas, interesados en mejorar su visibilidad e impacto, formular estrategias de comunicación efectivas para el cambio social y de comportamiento. Aunque se han desarrollado múltiples modelos de ... more

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ADE for Games: Approaches to Anti-Racism, Decolonization, Equity, Diversity, and Inclusion in Games Research and Creation

Daniel Harley, Gerald Voorhees (eds.)

Pittsburgh: Play Story Press (2024), viii, 241 pp.

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Rompe la Burbuja: Guía para Convencer en Contextos Políticos Polarizados

Friedrich-Ebert-Stiftung (FES) (2024), 7 pp.

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Meta-Synthesis of UN Women Evaluations on Advocacy and Communications

Ekaterina Dorodnykh, Soo Yeon Kim, Aileen Allen

New York; Independent Evaluation Service (IES): UN Women (2023), ix, 32 pp.

"This meta-synthesis collates evaluation insights and evidence on the advocacy and communications efforts related to the key results areas of UN Women’s Strategic Plan: Governance and Participation in Public Life; Women’s Economic Empowerment; Ending Violence Against Women; and Women, Peace and ... more

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Road Safety Advocacy Toolkit: Developing a Media Advocacy Action Plan

Geneva: Global Road Safety Partnership;International Federation of Red Cross and Red Crescent Societies (IFRC) (2023), 5 pp.

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Segundo Foro Latinoamericano de Cine e Impacto Social: Memoria Gráfica

Acción Impacta Cine;Taturana;Ambulante (2023), 60 pp.

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Protesta pacífica: Conceptos y consejos

Débora Calderón

Caracas: Espacio Público (2023), 30 pp.

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Nonprofit digital advocacy: A complete campaign guide

Bonterra (2023), 16 pp.

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Boîte à outils pour le plaidoyer sur la protection

Network for Empowered Aid Response (NEAR);Global Protection Cluster;Oxfam;Humanitarian Policy Group (HPG) (2023), 99 pp.

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Stratégie pour convaincre l'opinion publique

Dance 4 Life (2023), 19 pp.

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Evaluation findings report: A norms and behaviour change campaign targeting employers of child domestic workers in Ethiopia

Eric Vaughan, Catharine Russell

Altai Consulting;Freedom Fund (2023), 39 pp.

"Child domestic workers (CDWs) in Ethiopia tend to face challenging working conditions with limited access to education. Child domestic work refers to live-in or live-out work done in a household where the child’s biological parents do not reside and which often but does not always include some fo ... rm of remuneration. Child domestic work is common in Addis Ababa as it serves as an entry point into the labour market for girls migrating from rural to urban areas in Ethiopia (Erulkar et al., 2017). Indeed, a recent study estimated the prevalence of domestic work among girls aged 12–17 in Addis Ababa to be 37% (Erulkar et al., 2022). Though domestic work is not necessarily a harmful form of child labour, CDWs in Ethiopia often face mistreatment and abuse from their employers (Population Council and Freedom Fund, 2021). This mistreatment is linked to broader social norms which place CDWs as inferior and less worthy than other members of the household. In an effort to change norms and behaviours towards the treatment of CDWs, the Freedom Fund implemented a norms and behavioural change campaign (NBCC) in 2022. The NBCC targeted employers of CDWs in Addis Ababa. It was funded through the Program to End Modern Slavery, an initiative of the United States Department of State’s Office to Monitor and Combat Trafficking in Persons and was part of the Freedom Fund’s broader ‘Reducing the Prevalence of Child Domestic Servitude in Ethiopia’ programme. Based on the findings of formative research, the main objectives of the NBCC were to shift norms and behaviours relating to CDWs’ working conditions and access to education. [...] The NBCC reached 57% of employers interviewed during the baseline. Television was by far the main medium through which respondents were exposed to the campaign (95%) followed by online media (13%), physical posters (13%), and community discussions (6%). Using data on recall of campaign materials and participation in campaign activities, respondents were classified into three categories based on level of exposure: no exposure (43%), low exposure (17%), and high exposure (40%). The NBCC’s reach appears to have been uneven as younger respondents, women, and those with more education tended to have a higher level of exposure. Survey findings emphasised the differences in working conditions and access to school between CDWs who are related to their employer and those who are not. Whereas some CDWs are recruited as domestic workers, others are relatives of their employer (for example, a niece) and have been sent by their family to live in Addis Ababa. Those in the first category tend to work longer hours, as reported by their employer (35 per week compared to 24 for those related to their employer) and are less likely to be enrolled in school (25% compared to 75%)." (Executive summary) more

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Talking about poverty: Lessons learnt

York: Joseph Rowntree Foundation (JRF);Rights Evaluation Studio (2023), ii, 98 pp.

"The Talking about Poverty (TaP) project, which ran from 2016 to 2021, aimed to develop a more effective way of communicating about UK poverty through ‘framing’ – an evidence-based communications strategy. For this project, the Joseph Rowntree Foundation (JRF) worked with the FrameWorks Instit ... ute, which is a not-for-profit communications research organisation based in the United States. In 2021, a sister organisation, FrameWorks UK, was established in the United Kingdom (UK), which focuses on supporting mission-driven organisations to apply strategic communications research in practice. The TaP project set out to understand the public’s attitudes to poverty in the UK and used insight from research with 20,000 people (Volmert et al, 2016) to develop ways to talk about poverty in a more effective way. To challenge the unhelpful narratives identified in the research, the project developed an evidence-based communications strategy (‘poverty framing’) to increase the public’s understanding of UK poverty and provide support for measures to address it. [...] There are some key development areas for future framing projects such as stronger project planning and management, monitoring and evaluation, and sustainability planning. However, the TaP project made PWLE who were engaged in the project feel more hopeful about the future and confident that the project would have a positive, accumulative effect on how poverty is being talked about in public discourse, with some indications that the project may have had some influence in the media and the House of Commons. The TaP project created a buzz in the third sector and was credited with helping to build a movement, leading to a more co-ordinated sector. While we identified a need and desire to engage the third sector and PWLE earlier on in the project, the vast majority of third sector partners and allies who were engaged in our evaluation both valued and used the framing in their work, crediting the framing with adding more dignity, positivity and effectiveness to their communications. The TaP project brought hundreds of organisations together for the Keep the Lifeline campaign and provided a robust and evidence-based communications strategy for their internal staff and external allies." (Executive summary, pages 3-6) more

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Using Social Media for Health Behavior Change: Technical How-To Guide
Key Guidance

FHI 360 (2023), 50 pp.

"This comprehensive guide has four sections taking you through preparations, planning, developing, and implementing to monitoring and evaluating your campaign. We do not expect you to read this document in one sitting, but rather use it as you develop your social media campaign." (How to use this gu ... more

Public Interest Communications: Strategy for Changemakers Key Guidance

Producing and Managing an SBC Mass Media Campaign Key Guidance

Voces con propósito: Manual de estrategias de comunicación para el desarrollo y el cambio social. Módulo conceptual Key Guidance

Voces con propósito: Manual de estrategias de comunicación para el desarrollo y el cambio social. Módulo del participante Key Guidance

Using Social Media for Health Behavior Change: Technical How-To Guide Key Guidance

Public Interest Communications: Strategy for Changemakers
Key Guidance

Producing and Managing an SBC Mass Media Campaign
Key Guidance

Voces con propósito: Manual de estrategias de comunicación para el desarrollo y el cambio social. Módulo conceptual
Key Guidance

Voces con propósito: Manual de estrategias de comunicación para el desarrollo y el cambio social. Módulo del participante
Key Guidance

Using Social Media for Health Behavior Change: Technical How-To Guide
Key Guidance