B. Schneeman, B. Williams, American Heart Association, Dallas, Texas

The genesis of most advocacy efforts lies in a perceived problem, need or concern. Successful advocacy efforts depend on many factors, which include understanding the issues, political environment and opposition. Four essential tools should be considered for effective advocacy:

• grassroots lobbying efforts – individuals taking collective action to advance a common goal;
• coalitions and partnerships – a number of organizations committed to a shared vision;
• lobbying – persuading decision makers to consider a given position; and,
• media – increasing the widespread communication and dissemination of a given issue or position.

Different strategies necessitate the utilization of some or all of these tools to varying degrees. The goal of successful advocacy efforts is to convince decision-makers to support your position, issue, or point of view.

For example, many cardiovascular risk factors can be impacted at the federal, state and local levels by employing advocacy tools. Media assists in educating decision-makers and the public about a particular issue, such as lack of daily physical activity in schools. Grassroots lobbying efforts, in the form of letters or phone calls to school board members can persuade decision-makers regarding the outcome of budget allocations. Coalitions and partnerships can increase the number and variety of resources available to advocate for cardiovascular health issues. Finally, advocates can actively promote funding for a cardiovascular health program by lobbying decision makers.

Advocates must weigh each situation and issue they hope to impact and determine which combination of the advocacy tools to use, and to what degree, as a part of the overall strategy to achieve the goal.