WHEN TO GET INVOLVED IN ADVOCACY?

So why choose advocacy? When is advocacy the way forward?

We may choose advocacy when our research so far, or our experience, tell us that we are not going to be able to achieve the goals we have set for our target group or community in any other way.

Our goals may not be shared by others, by those with power, decision-makers, or requests that we have made thus far for change have fallen on deaf ears and been ignored.

We should also only get involved in advocacy when we are sure that we have the capacity to deliver. Because failing in advocacy attempt can actually set back the cause that you are trying to support.

And that means we need enthusiasm - enthusiasm and energy for what is likely to be a long and sustained effort for change. Advocacy is likely to be a very long road. You're going to require organisation. You're going to require persistence. You're going to require enthusiasm. You're going to require careful planning. You're going to require support and allies.

Change is not something happens suddenly. When we see examples of mass uprisings and protests and people getting to their feet and demanding change, that is often the end result of a long period of prolonged advocacy, when every request for change has been ignored. Advocacy isn't like that. Advocacy takes time. It takes persistence. It takes effort. It takes energy.

It takes strength - strength to stand in the face of opposition, to identify and call out your opponents' tactics, to be prepared for your opponents to deny the issue exists or try to destroy your credibility or your reputation.

You'll also be faced with disinterest. A lot of people don't really care. They don't care enough, or they're too distracted with their own worries to really be so bothered about your issue. "Why should that bother me?" they say. They will be disinterested. And that can be just as frustrating as direct opposition. When we have opponents we can counteract that. But when we meet disinterest, that can be very frustrating. We have a cause that we are passionate about, and yet other people just don't get it. They don't seem to care.

Advocacy also asks people to often change their behavior, and that takes effort. It's an effort from us, and it's also an effort for the person whose behavior needs to change or who we are asking to change. That could be something as simple as using a trash can and not throwing litter in the park. That's a change in behavior. Or it could be a change in behavior towards a minority group that has faced discrimination for a long time where beliefs are very strongly entrenched.

And, as a result, change in behavior requires a lot of effort. And even when we achieve that change it needs to be maintained. Many times we have seen, for example, laws enacted that have protected a particular right or a particular group, only to see those laws repealed when a government changes or when public opinion changes.

Similarly, if your advocacy is around the environment - getting people to change their behavior once is fine. But in the longer term how do we maintain those changes? So it's not just about saying "we've done our job, we've achieved this" but it goes on beyond achieving the goal. It needs to be sustainable and maintained.

That means that people need encouragement and support for your advocacy effort to really land as a long-term change in the world. We need to support people in maintaining that change.

As you can see, advocacy isn't for people with short attention spans or a passing interest in the issue. It's going to require long-term commitment. So, before you even consider starting any kind of advocacy, it's really important to evaluate what are the risks, and what of the benefits of this. Because, of course, if you succeed, if you achieve your goal, that's wonderful.

But, if you can't make it - and remember, it's a long road, it won't happen overnight, you're going to meet opposition, disinterested people, people who don't want to change, changes that need to be maintained - it's going to require your ongoing support, long-term commitment - and if you can't do this you can really harm the cause that you are trying to champion in the world. So you have to think long and hard whether you are really ready to take this journey.

So, before we move on, take some time to reflect on where you are right now, and whether this is the right time to be involved in advocacy.

Think about an advocacy effort that you are interested in launching - something that serves your community, or the goals of your target group, the group that you wish to serve. And do the conditions exist for advocacy?

• Does your experience tell you, does your research tell you, that there is no way to achieve these goals for your community?
• Have you already made requests for change to those who are decision-makers and those who have power, and have those been ignored and do you need to start to push things using an advocacy approach?
• Have you got the capacity to carry that through for the long term? 
• Do you have the skills required? Do you have the persistence?
• Do you have the allies?
• Do you have the networks?
• Do you have everything that you need to see this through to the end?
• Do you have the energy? Do you have the enthusiasm? Can you stay the course to achieve your goal?

If not, is there possibly another way you can achieve your goals? Can you continue to request for change? Can you build the capacity to carry it through? And where are you going to find that enthusiasm and energy to make this happen?

Which condition is missing? And, if there is a condition that is missing, you may want to hold back until you are completely ready to begin.