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Pre-publication copy DRAFT Promoting health advocacy guide for health professionals International Council of Nurses All rights, including translation into other languages, reserved. No part of this publication may be reproduced in print, by photostatic means or in any other manner, or stored in a retrieval system, or transmitted in any form, or sold without the express written permission of the International Council of Nurses. Short excerpts (under 300 words) may be reproduced without authorisation, on condition that the source is indicated. Copyright ? 2008 by ICN - International Council of Nurses, 3, place Jean-Marteau, 1201 Geneva, Switzerland ISBN 978-92-95065-30-7 TABLE OF CONTENTS Introduction 5 Policy change—the System-level focus 6 A note of caution 6 Section 1: Ethics, Advocacy and Global Trends 7 Global Trends 7 Section 2: A Framework for System-Level Health Advocacy 11 A 10-Step Advocacy Framework 11 Step 1 : Advocacy is about taking action 11 Step 2 : Selecting your issue 12 Step 3 : Understanding your political context 13 Step 4 : Building your evidence base 14 Step 5 : Engaging key stakeholders 15 Step 6 : Developing strategic plans 17 Step 7 : Communicating messages and implementing plans 19 Step 8 : Seizing opportunities 21 Step 9 : Being accountable 22 Step 10 : Taking a developmental approach 23 Section 3 : Advocacy Tools and Processes 25 3.1 Framing 25 3.2 Formative research 27 3.3 Working with media 29 3.4 Media interviews 32 3.5 Networking 35 3.6 Social marketing 36 3.7 Media advocacy 38 3.8 Lobbying 41 3.9 Internet-based advocacy 44 Section 4 : Conclusion 47 Section 5 : References 49 Annex 1:Glossary of Health Advocacy Terms 52 Glossary references 60 ACKNOWLEDGEMENTS ICN would like to acknowledge Franklin Apfel, the publications main contributor for his hard work, and the Global Health Workforce Alliance for its support in funding this document. I