Advocacy is sometimes defined as counter-lobbying aimed at the common good. Organizations engage in advocacy in order to improve society and influence laws and politics, often in defense of social and environmental justice. Advocacy requires that we ask ourselves: What do we want to see change? Why should it change? And, more broadly, why do we want to engage ourselves in advocacy in the first place?
Advocacy is an ongoing strategic process that aims at changing the politics, practices, ideas and values of society. It reinforces civil society’s decision-making capacity and encourages the development of institutions, policies and more responsible and just laws.
There isn’t just one advocacy strategy that is effective in all cases. Advocacy depends on our subject, on the context of our interventions, on our strengths and weaknesses, and on the change we want to bring about in the world. Methods and techniques exist, however, that can help to build advocacy strategies that correspond to our values.