Creating A Campaign Strategy-Analysis, Tools and Methods: Brian Lamb Sarah Gilbert

CREATING A CAMPAIGN
STRATEGY-ANALYSIS, TOOLS
AND METHODS
Brian Lamb
Sarah Gilbert

Why Strategy?
Contrary to Marxs famous critique that
philosophers have only sought to
interpret the world not to change it
advocates have too often sought to
change the world without first
interpreting it.
The Campaign Cycle
Different types of
Campaigning
Building a Strategy
for Change

THEORY OF CHANGE
A theory of change clearly expresses the relationships between actions
and hoped for results, and could be described as a roadmap of the
strategies and belief systems that make positive change in the lives of
individuals and the community.
Logic Model
Theory of Change models build from basic Logic Models.
Logic Models form the basis of most project management
programmes.
Logic models illustrate program components, and creating
one helps stakeholders clearly identify outcomes, inputs and
activities.
They are helpful for breaking down the basic components of
a plan and are especially useful where there is a know
relationship with an action and its consequence.
They often follow a format similar to this;

Logic Model
Theory of Change
Theories of Change link outcomes and activities to explain
HOW and WHY a strategy leads to those changes.
It is therefore more complex and rich than logic models and
more suited to advocacy campaigns.
Advocacy campaigns are complex as they have to select
from a number of different potential strategies and make
assumptions about why something changes.
There are many different ways change can be attempted
and a Theory of Change provides a process for testing out
assumptions and deciding on what will be bring about the
desired change.
Advocacy is trying to align research evidence, with the
appropriate campaign and advocacy interventions to
achieve the influence to secure the change they need.

Making a campaign
strategy
STEPS IN THE PROCESS
What are the Theory of
Change Steps?
1. Defining the Problem
2. Stating a clear aim-the final impact you need your advocacy to
have;
3. Mapping activities to achieve your campaign aim-usually in
reverse order the impact first;
4. Mapping Outcomes and how to get there using so that
chains to ensure the links between activities and outcomes are
understood and in place;
5. Understanding how social change happens and aligning that
with your selected activities-stating your presumptions and
refining your overall strategy choice's;
6. Ensuring that Capacity of the organisation to achieve change;
7. Agree outcome Measures and Assumptions.
So that Chain
Change Law
Change Public
Attitude
Change Policy
and Practice
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State your strategies-the
really key ways by which
you hope to bring about
the change you are
seeking
State your Activities-the
specific work you will
undertake to implement
the strategies
Describe the outputs
from that work you
expect to happen as a
result.
State your final impact
here-e.g changes to
people lives or the final
changes you are seeking
Theory of Change Mapping
Describe the outcomes
from that work you
expect to happen as a
result.
Agree the measures
of your Impact and
Outcomes
Definitions-whats in
a word?
Problem or Issue-what is problem or issue you are trying to address in
your strategy
Impact-the ultimate effect on the lives of those you seeking change for
Strategies-the overall grouping of types of activities that you judge will
lead to the change you are seeking
Outcomes-significant changes that lead to the final impact and a
precondition of them
Outputs the specific results of work programmes designed to achieve
your outcomes
Activities-the work you do to achieve those outputs
Inputs the resources you deploy to be able to undertake the activities
to achieve the outputs
Assumptions-what are you assuming in your analysis about the world
around you that could affect your strategy?
1. DEFINING THE PROBLEM
Defining the Problem
You need to define the issue or problem that are going to
develop the strategy for.
This will involve analysis and identification of the key
drivers of the problem you are trying to address.
From this you should derive a clear problem statement
which you are going resolve through your strategy
For example;
Gender-based violence against women and girls (VAWG),
and the threat of such violence, exercised through individuals,
communities and institutions in both formal and informal ways,
violates women and girls human rights, constrains their
choices and negatively impacts on their ability to participate in,
contribute to and benefit from development
Logic
Model
Theory of
Change
Social
Theories
The Policy Cycle
Problem and Solution
Trees
Main
problem or
question
you want to
answer
Effects/
Consequences
of the problem
Causes.
Why do these
problems
occur?
Main Problem

Problem
Problem
Effect
Effect
Effect
Effect
Effect
Effect
Effect
Effect
Effect
Effect
Cause Cause
Cause
Cause
Cause
Cause
Cause Cause Cause
Cause
Cause
Cause
Cause
Solution

Problem
The Change
Effect
Effect
Effect
Effect
Effect
Effect
Effect
Effect
Effect
Effect
Solution
Solution
Solution
Solution Solution
Solution Solution Solution
Solution
Solution
Solution
Solution
Solution
Solution
Identifying
Problem/Issue
1. Agree the main problem your campaign will
address
2. Analyse that problem by using a Problem
Tree
3. Develop it into a Solution Tree
4. This will essentially be the start of your theory
of change

2. DECIDING ON YOUR IMPACT
STATEMENT OR FINAL GOAL
Deciding on Impact
It must be the final changes in the lives
or conditions of those you are seeking to
make change for or with.
Now write an Impact Statement for the
campaign.

Outcomes
What outcomes would have to have taken
place for the Impact to have been achieved?
These could be change to policy, practice,
behaviour or capacity of individuals or
organisations that can influence the final state
of affairs you are aiming to bring about
You need to have a clear idea of the changes
you need to bring about and assess the
capacity of the organisation to do this

Force Field Analysis
WORKING ON
OUTCOMES
Agree what outcomes need to take place
to achieve your Impact
Articulate the assumptions your are
making and the barriers you might face
to achieve those objectives using force
field analysis

Define Audiences
and Messages
Audiences are crucial in defining who
you are trying influence
There are some helpful tools to help you
analyse who is most important for you
campaign.
Audiences and
Power
Allies and Opponents
Targeting your
Campaign
Using one the methods we have just
outlined produce a matrix of key
audiences, institutions or individuals you
need to target to achieve your campaign
4. Define the Outputs
Outputs
Define the outputs which would have to
taken place to deliver the outcomes
What work would you have to produced
to make this happen?
5. ORGANISATIONAL
CAPACITY
Organisational
Capacity
Building in Evaluation
Each stage from Impact to activities
should have clearly defined and
measurable outcomes and targets
By doing this you will be clear about
what you are trying to achieve but also
building your evaluation framework
against which to judge your success
Testing your Theory
of Change
Is this theory of change PLAUSIBLE? Have we
created a compelling story about the pathway of
change that would lead to the long-term goal ?
Is this theory of change FEASIBLE? Do we have
the capacities and resources to implement the
strategies that would be required to produce the
outcomes?
Is this theory MEASURABLE? Have we specified
how success will be measured clearly enough
that we can recognize progress? Are there
indicators for each outcome in a way that a
researcher or evaluator can use?
WORKED EXAMPLES

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CREATING A CAMPAIGN

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