Advocacy is a process in which citizens, usually as a group, form a campaign to influence decision-making around a particular issue. An advocacy campaign might include any or all of the following means of raising awareness about the issue and lobbying government to take it seriously:

• Organising public meetings to inform people of the importance of the issue and gather broader interest and support;
• Using print media, including leaflets, to call for action from other citizens;
• Using electronic media, like radio, television and the internet, to call for public support;
• Inviting citizens to sign petitions calling for action from government;
• Forming alliances with other advocacy or public interest groups to increase your support base;
• Writing to members of Parliament, provincial legislatures or local councillors to alert them to your campaign;
• Persuading a member of a legislature to take up your cause and ask a parliamentary question around the issue;
• Asking for a public hearing in Parliament;
• Meeting with government representatives to present your concerns or proposals;
• Sending communications to government officials to influence their decisions;
• Organising marches, demonstrations and other protest action; and/or
• Calling for public boycotts and legal strikes.

When lobbying or advocating, it is wise to observe the following rules of sound campaigning:
• Always tell the truth;
• Never promise more than you can deliver;
• Listen as well as campaign;
• Find allies in key decision-makers, implementers and advisors; and
• Do not spring any surprises when creating alliances.

Text adapted from PIMS’ Provincial Pocketbook