Asia Pacific Forum of National Human Rights Institutions • What have we got? (resources and strengths) • What do we need to develop? (challenges and gaps) • How do we begin? (first steps) • How will we know if it’s working or not working? (evaluation) The answers to these questions will determine the shape, structure and complexity of your campaign strategy. Make your strategy real NHRIs commonly advocate on behalf of marginalized people who do not have a voice in the mainstream media or public debate. To be effective and credible advocates, NHRIs should take steps to ensure that individuals from the group on whose behalf they are advocating have input into the development of the campaign strategy. This could mean including those individuals on a campaign steering committee or establishing a feedback group that can provide comments and additional ideas on the proposed strategy. This model of campaign strategy development reflects the key principles of a human rights-based approach15, while also ensuring that the campaign messages accurately and powerfully reflect the experiences of individuals from the group. Give your strategy structure There is no one “right” way to present your campaign strategy. However, a chart can be a useful tool for providing an overview of the key elements of the campaign. The Midwest Academy of Management has developed a simple campaign planning grid.16 It encourages groups to be as specific as possible in identifying their goals and objectives; organizational considerations; constituents, allies and opponents; targets; and tactics. Photo by Jill Chrisp. 15 United Nations Development Group; The Human Rights Based Approach to Development Cooperation: Towards a Common Understanding Among UN Agencies; 2003. 16 The planning grid is available at http://mn.gov/mnddc/pipm/curriculumchangechart.html. 40 | Chapter 3: Media advocacy