What is SMART Advocacy?

SMART Advocacy (Specific, Measurable, Attainable, Relevant, and Time-bound Advocacy) is a practical, evidence-informed approach that helps advocates develop focused strategies to achieve policy and funding change. It provides a structured framework for identifying opportunities, engaging key decision-makers, building partnerships, and taking strategic action to advance advocacy goals.

Developed through the family planning advocacy community and refined through years of global experience, SMART Advocacy helps advocates move from broad priorities to clear, actionable strategies that create measurable results.

How Does SMART Advocacy Work?

SMART Advocacy guides advocates through a three-phase process designed to help identify opportunities, focus efforts, and achieve results.

At the center of SMART Advocacy is a focus on decision-makers, the individuals and institutions with the authority to take action. By understanding their priorities, needs, and motivations, advocates can develop evidence-based strategies that align shared goals and create pathways for change.

What Makes SMART Advocacy Different?

SMART Advocacy combines strategic planning, evidence, and collaboration to help advocates create targeted approaches that lead to action. Unlike approaches focused primarily on raising awareness, SMART Advocacy helps advocates identify who has the power to make decisions and develop tailored strategies to influence those decisions.

While developed through the family planning advocacy community, SMART Advocacy is adaptable across countries, issues, and contexts. Its principles can be applied by organizations and coalitions working to advance health, equity, and development priorities.

What Impact Has SMART Advocacy Achieved?

SMART Advocacy has helped advocates around the world strengthen advocacy efforts, mobilize resources, and advance policy change. Through the Advance Family Planning initiative, SMART Advocacy contributed to more than $100 million in family planning funding commitments and hundreds of policy changes.

Organizations across countries have used SMART Advocacy to build advocacy capacity, strengthen partnerships, and influence decisions that expand access to essential health services.

What Resources are Available for SMART Advocacy?

The SMART Advocacy tools and resources below help advocates apply the approach in practice. Resources include advocacy planning tools, decision-maker analysis frameworks, training materials, and examples from advocates around the world.

These resources guide users through each stage of the advocacy process, from identifying goals and stakeholders to developing strategies, implementing activities, and measuring progress.