Communication Guide for 10 DoA

INTRODUCTION:

10 Days of activism started by Y-PEER, Youth Peer Education Network last year when
Y-PEER participated in the International Year of Youth [IYY] Strategy Meeting with
several other youth organizations.
The first 10 Days of Activism Campaign was organized in 2010 between 1 and 10
December and more than 25 national networks from Middle East, Central Asia,
Eastern Europe, East Africa and Asia Pacific were part of the campaign.

While the youth activists were mobilizing their peers to take action, Y-PEER
International was bringing their voices to regional/international levels via all kinds of
social media including Twitter, Facebook and the Y-PEER websites by posting photos,
articles and young people’s video messages in different countries/languages. Also a
joint statement was developed and later on translated to different languages and
was disseminated at national levels during the 10 Days of Activism campaign
throughout the national networks.
It was noticeable and clear that the 2010’s campaign created a great synergy among
young people from all the participating countries to work together to achieve their
united goal simultaneously. Therefore they were able to partner with more
organizations at local level and more enthusiastic to bring their voices to regional/
international level.

Based on the last year’s campaign, 10 DoA was planned for 2011 as a platform of
youth organizations and young people from many countries in different regions to
raise their voices on youth SRHR needs and remind governments to take action on
the issues they have committed.

“We envision a world where Young People's Sexual and Reproductive Health and
Rights, are fully realised and where youth can experience and celebrate their
sexuality.”

Y-PEER: Youth Peer Education Network.
10DoA: 10 Days of Activism.
CFP: Communication Focal Point
C4BW: Conversations for a Better World www.conversationsforabetterworld.com

Therefore in 10 DoA 2011, we will organize several activities in around 50 countries
between 1-10 July 2011 to have mutual dialogues with our governments on their youth
SRHR commitments, our needs and organize different activities, from street actions
to trainings, to raise awareness on youth SRHR issues in our communities.
All of these activities will be shared and promoted through social media to attract
international society to local actions.

Campaign’s Objectives:

 To enable young people to advocate for their SRHR by providing trainings and
resources.
 To create mutual dialogue with governments in realization of youth SRHR
needs.
 To mobilize young people on the national level to deliver youth voice including
those marginalized in regional /international areas through social media and
events.

We have developed the below 10 steps to help you for a useful use for the different
available media tools and to coordinate better among your team members on how
the work will be.


10 Communication tips for the 10 DoA

Take a look at 10 DoA Communication’s objectives below, and make sure that
1 your national campaign’s objectives are in line with them!

 To build awareness among young people on their SRHR especially for
those who are not able to participate physically in the campaign
through Media outlets.
 To build the capacity of young people in advocacy and how to
advocate for their SRHR.
 To influence specific policies/ policymakers around youth SRHR.
 To encourage participation among partners and young people who are
the target group in the 10DoA.
 To use different events as opportunities for communications on
advocacy messages.
 To mobilize young people around right-based global movement
 To expand inclusiveness of youth voices including those of the
marginalized

Specify your target group!
2 That’s great! As you have planned all the activities, now you need to make sure that it
is targeting the people that you want them to be involved.

Don’t forget to include:

 Young people around the world 15-24 coming from all the different
backgrounds.
 Youth SRHR activists.
 Policy and decisions makers.


Assign a communication focal point and the national communication team.
3 As you will see on step #4 , the “Communication Mix” offers a variety of tools that
allows us to contact a very large number of people, therefore you should
choose very carefully specific people for specific tasks.
As you will need to update your national website with all the events taking place, you
can tweet about it and share photos on Facebook too!

“We can also help you in this! all you have to do with your team is to assign a
communication focal point (CFP) that will be in charge of providing us with daily
updates on what’s going on during “10 DoA” in your country !”

You will find a very easy form that the CFP can use to fill the details of your different
activities in annex 1

CFP main tasks;
 Sharing the press release with the national counterparts/partners.
 Sending the daily updates of national “10 DoA” activities to the “10 DoA”
international coordinators.

Use our 10DoA Communications Mix!
4
1- External Communications Mix

o Press:
 Press release – We have developed the press release; all you got to do is
translate it into your local language and add the national activities
contributions, and then share it with the different local media agencies.
 Feature advisories/experts – through “10 DoA” and “C4BW” websites we
will be hosting experts views on issues concern youth; all you have to do is
promote for it and take a part in the conversations if you had the expertise
or know someone who does!
 Radio , TV – via News and features [on national level]



o Online:
We have a huge base of online platforms; all you have to do is to take advantage
of it by sharing your great work on the national level so we can raise our voices to
the regional and international level.
The CFP will be sending the updates on daily bases to 10 days of activism
coordinators on 10daysofactivism@gmail.com

 10 DoA blog:
www.10daysofactivism.com

 Y-PEER websites:

 www.youthpeer.org

 www.youthpeerarabic.org

 http://www.ypeerinaction.org

www.conversationsforabetterworld.com

Look up: YPEER.Network

Look up: YPEER

Look up: YPEER1


 Email list servers:
Y-PEER TOT mailing list, your national mailing list, your organisation’s
mailing list.
 Your website:
weather it is your Y-PEER National website or your organisation website

o Advertising
 Online Banners – we will be developing 10 DoA cool banner that will be
shared in all the above websites; make sure to post it on your national
website.
 The press release wide dissemination through a specialized website which
will be promoting for the campaign’s press release.

o Print-out/Publication:
You can allocate budget for some print-outs to be distributed throughout your
daily activities, of course make sure to add the campaign’s logos to whatever
promos you will be using [check step #5], here are some examples:
 Brochures
 Posters
 Letters
 Leaflets

o Public Relations:
We will use all available tools to exchange ideas and provide any help and support
just send us your available dates and time and we will do the arrangements.
 Telephone calls
 Online meetings if needed.

2- Internal Communications Mix

This Mix is for you, and will help you coordinate the campaign!
 Conference calls – Skype
 Face-to-face meetings with partners or policy makers and of course with your
team members !


5 Don’t forget to add the Logos!

For a good branding and better visibility make sure to use the logos!!!

All you have to do is to download them from the links below:

 Y-PEER logo: http://dl.dropbox.com/u/16217906/Y-PEER.jpg
 10 DoA logo: http://dl.dropbox.com/u/16217906/10DoA%20Logo.jpg
 IYY Logo: http://dl.dropbox.com/u/16217906/IYY.jpg

and add them to any printed materials or to your website and other media
outlets/platforms!

If you are a Y-PEER national network, you can add your logo with the name of your
country and if you are an organization of course you can add your logo.

Advocacy messages:
6
Check Annex2

P.S. Check the advocacy tips in Annex 3

Resources:
7 The team of 10 DoA have been collecting different resources that we thought
is beneficial and can give you help and guidance in the work you do ; we
uploaded them on the below link.

http://www.slideshare.net/FatmaHacioglu1

Make sure to regularly check it as we are uploading documents all the time ; and we
would love to receive any useful documents from you !


Let the promotion begin!
8
You have ticked the entire above checklist!? Then what are you waiting for start
promoting!
How? Simply use all the available tools around you and here are some examples:
Internal Promotion:
 Through your organization’s local/regional/international mailing list.
 Through your organization’s Facebook/ Twitter pages.
 Through you local website, and other available media platforms.

External Promotion:
 www.10daysofactivism.com.
 Internet banners.
 Facebook fanpage, 10DoA event.
 Twitter hashtags: you will need t use the following hashtags: #10DoA,
#YouthChange.
 Online paid/unpaid ads.
 Celebrities’ videos: Y-PEER Celebrities will be recording video taped messages
on the 10DoA themes; you can use these videos, and encourage your local
celebrities to help you do the same on the national level.
Not done yet....Keep going!


9 Check your duties and accomplish your tasks before the deadline:

Deadline Task Person in charge
18 June Send the name of the communication focal Y-PEER : FPC
point in your country Partner
organizations : Focal
person.
22 June Translate the press release and add you Communication FP
country contribution
25 June Submit your activity calendar to 10 DoA Y-PEER : FPC
coordinators. Partner
person
29 June Disseminate the press release among the Communication FP
local media outlets in your country.
1 – 10 July 10 DoA just started! Keep sending us Communication FP
articles about your activities to be
uploaded on 10 DoA blog!
Don’t forget to update your national
website, Facebook, Twitter...
11 July 10 DoA is over ; you should start working Y-PEER : FPC
on the report to be sent on Aug 10th Max Partner
person
Please note that the
CFP have a big role
here :)

Note to the communication Focal Point:
Create your national communication plan and divide the tasks among your team
x
members, this will facilitate the communication process during the 10DoA!


10 Time to evaluating the SUCCESS!

2 How will you know if you have succeeded and met your objectives or not?
How are you going to evaluate your success?
What performance indicators and evaluating measures will you use?
It's important to assess your strategy/project so that any changes, if necessary,
can be made when engaging in a similar strategy/project in the future.
External
 Have you achieved your objectives (i.e. raise funds, create awareness...etc)?

 Did you reach the right audience?
 Did you use the right tools?
 Were decisions taken as a result?
 Did you come in on budget? If you didn't, why not?

 Etc

Internal
 Did you reach the right people within the organization?
 Did they understand what the message was - did they do what had to be

done?
 Did you use the right tools?
 Etc


Annex 1 : Daily update Template

Daily update template
Subject ( Name of the country + date + title of event)
1- Type of the event ; (PE session , street action , theater play …etc)

2-Short description about the event (what was it about , where , who attended,
the main activities …etc )

3-What was the aim of the event?

4-How many people were involved?

5-Mention any Media that was involved

6-Other comments or reflections on the event

7-Add a picture – the caption includes the date and place

Send it 10daysofactivisim@gmail.com


Annex 2 : Advocacy messages

I. I SUPPORT “10 DAYS OF ACTIVISM!” HOW ABOUT YOU*?

II. There are 1.8 billion young people in the world today, who make up 1/3rd of the
world’s population. Below 90% of them live in developing countries – a
number that will increase in the next 20 years.

III. Celebrity 2: If you are a young person who has something to say about issues
you’re facing in your community, PLEASE JOIN the Y-PEER „10 Days of
Activism” campaign. For more information on how you can involved, please
log on to www.10daysofactivism.com

IV. 10 years ago, during UNGASS, all of our governments committed to make
strategies and recognize the importance of youth involvement in HIV/AIDS
issues among many other areas. However, there is a big gap between
commitments and reality. If you are a decision-maker, government official or
partner and want to see how you can turn YOUR commitments into actions,
please log on to www.10daysofactivism.com | If you want to see how young
people are leading the change in their communities, please log on to
www.10daysofactivism.com

V. The realization of young people’s right to the highest level of physical, mental
and social health, of which sexual and reproductive health and rights is an
essential component, must be prioritized in order to achieve international
development goals and commitments.

VI. Our vision is based on the Human Rights of all people and commitments set
out in the agreed global development targets, particularly those outlined in
the International Conference on Population and Development Programme of
Action and the Millennium Development Goals.


VII. We call on governments and decision makers to take immediate action to
fulfil the commitments they have made and to young people on the global
stage by:

 Implementing the goals and objectives of the International Conference on
Population and Development Programme of Action
 Achieving the Millennium Development Goals.

 Adhering to the rights-based approach of the UNGASS Declaration of
Commitment on HIV/AIDS
 Ratifying and Undertaking measures to end discrimination according to the
Convention on the Elimination of All Forms of Discrimination against Women
 Ratifying and Upholding the Convention on the Rights of the Child
 Implementing the Beijing Declaration and Platform of Action

*WHAT WILL YOU BE AFFIRMING WHEN YOU SUPPORT 10 DAYS OF ACTIVISM;

 All young people globally have access to affordable and safe health care
services that incorporate the needs of young people and uphold the right
to confidentiality, to be free from judgement and provide for the specific
needs of marginalised young people;

 The diverse needs and realities of young people are included in all
programme and policy development;

 Young people are actively and effectively participating in the development
of programmes and policy and decisions that effect their lives and that
they are supported as leaders of change;

 All young people have access to comprehensive sexuality education and
evidence-based information both in and out of school;

 Young people are free from stigma and discrimination based on any
ground including; sexuality, sexual orientation, gender, HIV status, marital
status, migrant status, religion or ethnicity.

 Young people and youth led organizations are supported and their
capacity built to ensure their meaningful participation in decision making
processes that affect their lives;


Annex 3 : Advocacy Tips:
Set goals and objectives:
The goal should be a broad statement
that provides a vision of the advocacy but too much information will only
efforts’ anticipated accomplishments. confuse the message and dilute the
Objectives should have a clear time point, especially if the opinion leader’s
frame, and be measurable and realistic. time is limited.

Target efforts: Assess which opinion Be prepared: As a part of preparation,
leaders’ agreement and support will be try to determine the opinion leader’s
necessary for the advocacy campaign position on the issue. The position
to reach its goals. Decide whom to can be discerned through comments
approach and in what order. Start with he or she has made, the kind of events
people who are very supportive and the leader attends, his/her political
move on to those who are somewhat affiliation, and past policy decisions.
supportive or undecided in their views. Working within a network helps with
Be sensitive to any opinion leaders this research, because at least one
who should be approached very early organization will be likely to have had
in the campaign. some contact with the opinion leader.
Explore the opinion leader’s personal
Be gracious and respectful: Always connections with youth: is he or she a
begin by thanking the opinion leader parent, uncle, aunt, or grandparent of
for his or her time. Opinion leaders adolescents? Design a persuasive
who support adolescent reproductive approach that is based on knowledge
health may be taking a controversial about the leader’s followers, views,
and difficult position in the community. background, and interests. Different
Sincere thanks will be greatly arguments compel and move different
appreciated. people. Role playing what to say at the
meeting and how to respond to
Be professional: Be professional in possible comments will help in
both dress and manner. Avoid preparations.
criticizing other leaders, public figures,
or organizations. Make a personal connection: Let the
opinion leader know about friends,
Be focused: Talk only about one relatives and colleagues in common.
subject in the visit or letter. Advocates A personal connection may make the
frequently feel they have to share as difference in the effectiveness of the
much information as possible with a visit. Leaders are often more likely to
leader,


Remember and think favorably about a Anticipate who the opposition
visit that had some personal Will be and what their positions are.
connection to them. Discuss with the opinion leader the
potential arguments of the opposition,
Be an information source: Some and why the leader should not support
opinion leaders have so much to think that position. When there is
about that they cannot focus too long opposition, the ability to anticipate
on any one issue. They may not be as criticism and defend the issue will
informed as they would like to be, so make a difference.
fill the information gap. Encourage
leaders to ask questions about the Acknowledge when more information
issue. Do not imply that the leader is is needed: If an opinion leader wants
not intelligent or knowledgeable. information that is not available,
Instead, be helpful and informed. or asks something not known, admit a
lack of knowledge. Then, offer to get
Tell the truth: There is no faster way to the information he or she is looking for
lose credibility than to give false or and do so as quickly as possible after
misleading information to an the meeting.
opinion leader. Make a specific request: Walk in
knowing exactly what the opinion
Know who else supports the issue: leader will be asked to do in support
Opinion leaders like to know which of the issue. For example, advocates
other leaders and organizations might request that the leader put his
support the position. Providing this or her name on a letter, change a
information illustrates support and school policy, answer a question, make
may provide the opinion leader with a public endorsement, or support
additional reasons to support the increased funding for youth programs.
position. When possible, bring Ask directly and attempt to get a direct
community members—including answer.
young people—on visits to leaders.
Follow up: Find out if the opinion
Know who disagrees with the issue: leader did what he or she committed
The opinion leader may be faced with a to doing. Send a letter of thanks after
difficult decision if another powerful the conversation, and restate the
institution or individual opposes the position. Thank the leader for any
issue. supportive actions. Politely ask for an

explanation if he or she has failed to the opinion leader on good terms to
follow up on promises. permit working with him or her again.
Do not argue heatedly, and never
Do not create enemies: It is easy to get threaten a leader. Even if he or she
emotional over strongly felt issues. Be opposes this issue, the opinion leader
sure to leave the relationship with could be a strong supporter on
another!


Annex 4 : Final 10DoA Report template

10 Days of Activism campaign Report
1 – 10 July 2011

Name of the organization:
Country:
Report submitted by:
Date of submission:

General guidelines
- Please submit one report for all the activities undertaken the 10 DoA in your
country.
- When answering the questions try and be as specific as possible. Use
examples and/or additional documentation wherever appropriate, and
possible (for example, reports, evaluations, monitoring mechanisms,
feedback from participants and/or partners, etc.).
- Please do not hesitate to contact us if you have questions regarding the
information requested, format, etc..on 10daysofactivism@gmail.com
- Dead line for submitting the report Is the 10th of Aug 2011

- Activities Summery

Activity number 1
Activity title
Type of activity:
For example :
- Peer education sessions
- Visiting local government
officials
- Theater Play
- seminars/workshops/panels
- March, concert, street action.

- Other
Date of the activity
Brief description
- What was the overall
objective?
- Where did it take place?
- partners
- what did it involve, etc.
Number of participants
Impact of the Activity
What were the results identified for
the achievement of the activity?

Related Links
For example any related articles in 10
DoA website or any social media
website about the activity

Activity number 2
Activity title
Type of activity:
For example :
- Peer education sessions
- Visiting local government
officials
- Theater Play
- seminars/workshops/panels
- March, concert, street action.
- Other
Date of the activity
Brief description
- What was the overall
objective?
- Where did it take place?
- partners
- what did it involve, etc.
Number of participants
Impact of the Activity
What were the results identified for


the achievement of the activity?

Related Links
For example any related articles in 10
DoA website or any social media
website about the activity

Please continuo with the number of activities your country has conducted.

- Utilize internet activities

Number
Related feedback via
Related Links of
comments box
viewers
Social Media Sites
(Facebook , Twitter ,
…)

National website – if
available -
Blogs

Produced or
recorded films or
messages

Other (please specify
)

- Distributed communication materials

Type of material Number of distributed items
For example; brochures , T-shirts , posters …etc


Please describe the facilitated factors during implementing 10 DoA activities in your
country

Please describe the challenges you have faced during Implementing 10 DoA

What are the financial resources that supported your activities – if any -? Have you
coordinated any fund raising activity?

Please add your recommendations for any upcoming similar activities and any other
thoughts

Thank you for submitting the report on time!



Communication Guide for 10 DoA

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