Global Business Plan Advocacy Strategy Presented by Lars Grønseth, Eamoinn Taylor and Arletty Pinel on behalf of the GBP Advocacy Team Geneva July 2, 2007
Flower Diagram
Advocacy process Global Regional ASSESSMENT DESIGN (creative, plan) ROLL OUT National Subnational Leadership Management Monitoring
Factors influencing degree to which maternal mortality reduction appeared on natl. policy agendas (J. Shiffman) Factor Norm promotion Category Transnational influence Description Efforts by international agencies to establish a global norm concerning cerning the unacceptability of maternal death Resource provision Transnational Influence The offer of financial and technical resources by international agencies to address maternal mortality Policy community cohesion Domestic advocacy The degree to which national safe motherhood promoters coalesced as a political force pushing the government to act Political entrepreneurship Domestic advocacy The presence of respected and capable national political champions willing to promote the cause Credible indicators Domestic advocacy The availability and strategic deployment of evidence to demonstrate the presence of a maternal mortality problem Focusing events Domestic advocacy The organization of forums to generate national attention for the cause Clear policy alternatives Domestic advocacy The availability of clear policy alternatives to demonstrate to political leaders that the problem is surmountable Political transitions National political environment Political changes,, such as democratization, that positively or adversely affected prospects for safe motherhood promotion Competing health priorities National political environment Priority for other health causes that diverted policy-maker attention away from maternal mortality reduction
High Level political advocacy in the Global North and South Project Management Partnerships Strategy Fundraising Strategy Results-based management Strengthening health systems Building knowledge Ending MNC deaths Country and Regional Advocacy Plan Research Plan Branding Strategy
Epidemics behave in a very unusual and counterintuitive way. Think, for a moment, about an epidemic of measles in a kindergarten class. One child brings in the virus. It spreads to every other child in the class in a matter of days. And then, within n a week or so, it completely dies out and none of the children will ever get measles again. That's typical behavior for epidemics: they can blow up and then die out really quickly, and even the smallest change -- like one child with a virus -- can get them m started. My argument is that it is also the way that change often happens in the rest of the world. Things can happen all at once, and little changes can make a huge difference. That's a little bit counterintuitive. As human beings, we always expect everyday change to happen slowly and steadily, and for there to be some relationship between cause and effect. And when there isn't -- when crime drops dramatically in New York for no apparent reason, or when a movie made on a shoestring budget ends up making hundreds of millions of dollars -- we're surprised. I'm saying, don't be surprised. This is the way social epidemics work. - Malcolm Gladwell author of The Tipping Point
Marketing plan using a viral campaign model to support global advocacy for MDG 4 & MDG 5 GBP Launch New York, Sept. Women Deliver Conference London, Oct. World Economic Forum Davos, Jan. 2008 G8 Summit Toyako, Japan July 2008 The Tipping Point (beginning of the social epidemic) Global advocacy plan Branding of GBP (Branding is one of the most valuable elements in advertising) - Create a GBP brand and associate it with a product of unique qualities and sense of purpose (e.g., ending deaths ) that triggers a demand from consumers who want to be associated to it because they see the value of doing so Creation of GBP Brand energy -GBP brand is associated with a meaningful experience that is shared by all stakeholders -- not just those close to MNCH -- who feel energized by this association -The energy reinforces the desire to be associated with the brand and compels consumers to action GBP Brand recognition and franchise -GBP brand is widely known -GBP brand recognition builds up to a point where it contains a critical mass of positive sentiment among consumers -Environment is ready for Fund to roll out because it counts with popular, political and financial support
On branding PROBLEM 11 million deaths/year and all the underlying issues that they unveil SOLUTION GBP as a solution,, not the plan itself but what it triggers (e.g., new sources of funding, new ways of working together, new development diplomacy, new global leadership, new resonating frame, etc.) GBP gives visibility to the faces of the solution (e.g., visibility of actors countries, communities, UN, donors, foundations, etc.) Brings focus
New York Launch activities General Assembly (organized by the UN) Prime Minister s speech SG and DSG-led activity (TBD) Lobbying for other heads of state to include GBP in their statements Clinton Global Initiative (organized by CGI) Official plenary launch Press conference with heads of state Panel presentation Break-out sessions New York (organized( with GBP specificity) Bringing GBP to the people
Key questions that need to be resolved for a successful launch What is the funding mechanism? What is the interaction among the other initiatives? What is the name?
Roll out of launch to regions and Regions countries Regional activities (e.g.,., regional media) Countries Local advocacy (NGO driven?)