1 Latin word meaning ‘to be called to stand beside’
2 the pursuit of influencing outcomes – including public policy & resource allocation decisions within
political, economic, & social systems & institutions – that directly affect people’s lives”
3 Advocacy can be planned in a logical manner but in many cases it is a reaction to an event or issue.
3.1 Advocacy involves actions that lead to a selected goal.
3.1.1 one of many possible strategies, or ways to approach
3.1.2 may involve working against established values,
structures & customs, & therefore may need to be
independent of service providers and authorities
3.1.3 not a direct service
3.1.4 does not necessarily involve confrontation or conflict.
3.1.5 has no prescribed or clearly determined method
4 Advocacy - NOW a recognizedstrategy for health promotion.
4.1 Media advocacy
4.1.1 Use of news media to publicize
a social or public health issue &
to advocate policy or
4.1.2 strategic use of mass media for
advancing a social or public policy
4.1.3 aims to “develop & shape news
stories in ways that build support
for public policies and ultimately
influence those who have the
power to change or preserve laws,
enact policies, and fund
interventions that can influence
4.1.4 Role to successfully frame the
public health issue so it gains
support of the public & politicians -
& to communicate problems which
require solutions that politicians
are usually responsible for finding.
4.1.5 Media advocacy
involves public health
planning and telling
their ‘story’ so that it
is reported in the
mass media in a way
that can influence the
changes in society that