There are a variety of activities that will form part of your tax advocacy action plan. But remember, always start with a clear advocacy strategy to guide your choice (see Chapter 2). It is important to map out the advocacy context before you start planning and implementing specific advocacy activities. You will need to be aware of the political context in which you are working – what are the political forces at work, what are the vested interests, who are you trying to influence, who might provide powerful opposition and how will you seek to neutralise that opposition? It’s all a question of strategy and tactics!
In order to be strategic it is important always to consider how the activities you plan to use will help achieve your objectives – it may be a great idea for an event but unless it is relevant to fulfilling your objectives, steer clear.
The idea is to combine your activities in a winning mix. You can use different activities at different moments but ensure that they are mutually reinforcing. Activities also need to be appropriate to the target audience – again, different situations will call for different tactics.
The table below shows some examples of activities often used in advocacy
Examples of advocacy activities
Method | Explanation | Common use | Examples |
Awareness-raising | Informing people of the situation so that they are aware of the issues. Often the first step in an advocacy process, so that people are empowered to engage in your issue/campaign and take action. | When information is hidden. When issues are complex. To build the confidence of those you hope will take action in the future. | Training Posters and leaflets Videos Community meetings |
Lobbying | Speaking directly to the target, explaining the detail of the problem and the proposed solution. | When the target is open and will listen to facts and careful argument. | Meetings Phone calls Briefing document Public meetings |
Media | Using the media is one of the most effective ways to raise public awareness and spread your campaign messages. Commercial, community and church radio, television and newspapers. | When you cannot get direct access to policy-makers. To raise awareness. To expose corporate behaviour. | Radio phone-in or at the studio Press release Briefing a journalist Writing opinion editorials |
Mobilising/popular campaigning | Closely connected with awareness-raising and media. Involves harnessing public pressure so that as many people as possible engage in your campaign and contact decision-makers to call for change. | When policy-makers can be swayed by public opinion (and, in the case To show strength of feeling. To use strength in numbers | Letter writing, postcards, Marches and rallies |
Engaging with corporates | Involves direct and face-to-face contact with a company impacting on the issue you are trying to address. | To change the policies and practices To treat the engagement with an individual company as a case study | Research on corporate conduct Direct lobbying of a company Dialogue with a group of companies or a body representing companies |
Linking up – networks and coalitions | Building alliances with as many people and organisations as possible. Creating a movement for change. | To make long-term advocacy sustainable. When you need additional strength | Tax Justice Network Global Campaign for Education |
This chapter will explore in more detail different advocacy tools you can use and how best to ensure that they are effective. Successful advocacy often rests on the ability to communicate effectively, either verbally or in writing. So this chapter will also provide some top tips.