CCP sees advocacy as the process of mobilizing resources to accomplish social change. These resources can include “non-material” resources such as political will, leadership, policy change or “material” resources such as the funds needed to implement policies or programs. Advocacy efforts generally focus on a convincing others about a particular issue such as our Voices for a Malaria-Free Future project or the HIB Vaccine Initiative. Advocacy is not a one-step process but is collective action to increase social capital.

As with any communication program designed at CCP, advocacy involves a process. Advocacy efforts differ from other communication efforts in that they are constantly evolving and gaining momentum as stakeholder involvement and participation expands and support and knowledge of the issue grows. Advocacy efforts cannot be carried out by individuals or lone organizations, but instead involve mobilization of others in order to generate momentum over time. The most successful advocacy results from impetus generated by collaborative group effort of building coalitions, networks and support.

All effective advocacy programs inherently generate momentum; and at CCP, we feel that the stronger the force, the more power is generated to make change. CCP advocacy efforts are not a step by step, linear process, but evolve depending on input from stakeholders, available resources and changing internal and external environments.

For more information about CCP's methods, read our Advocacy Brochure.

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