Part 2: Getting smart – advocacy objectives

With the definition of the advocacy issue, you have completed step 1 of the advocacy strategy. The next step (step 2) is to define the aims, or the long-term changes, as well as the objectives, which are short-term, and therefore more achievable.

Aims and objectives need to be SMART:

  • Specific – the changes you seek should be clear, not vague.
  • Measurable – so you can track if you are making progress or not.
  • Attainable – the objective needs to be realistic, something that can be achieved with the resources you have.
  • Relevant – it needs to fit with your organisation’s purpose.
  • Time-bound – you need to include a deadline, a time by which the objective will be met

Why it is important for aims and objectives to be SMART?

  • Gives everyone focus and direction (non-SMART aims and objectives may be vague or unachievable).
  • Helps you to create relevant activities which will help you achieve your aims in the long-term.
  • Agreeing SMART aims and objectives creates a shared understanding between all concerned.
  • Makes it easy to tell others, such as possible partners, what you are trying to achieve.
  • Helps with evaluation and on-going monitoring.
  • Can help attract funding and participation, as others can see that you have good aims and objectives.

Here is an example of advocacy objectives of Citizens Voice China:

Example: Gender-based violence against female migrant workers

Aim: Rule of law is strengthened to address gender-based violence (GBV) committed against young female migrant workers in China.

Objective 1: To support the further development and implementation of the anti-domestic violence law through evidence-based advocacy carried out by a network of lawyers and civil society organisations.
Objective 2: To increase young female migrant workers’ access to justice.
Objective 3: To raise awareness about GBV and the anti-domestic violence law among the public with a focus on young female migrant workers.

Here are some questions that will help you to develop your aim and objectives:

  • Which of the policy/decision makers do you want to target?
  • What specific action do you want them to take? 
  • What is the scale and scope of the change you aim to achieve?
  • When do you want the see the desired results of the actions?

Go to Assignment 9.7: Defining SMART objectives

The idea of being SMART applies to all objectives, but for advocacy objectives there are two more essential elements that make them different to programmatic objectives.

Advocacy objectives must always include:
An actor: the person or group you want to change something.
A required action: what you want the actor to do.

In essence, an advocacy objective is a CALL TO ACTION.

Go to Assignment 9.8: Review your advocacy objective (optional)