Page 22 - Notes from LRC's Housing Conference

5. HOW TO HELP YOUR AUDIENCE TO EMPATHISE WITH YOUR CLIENTS’ STORIES
Litigation around housing, eviction, tenure security, and access to basic services must be coupled with a concerted media campaign to ensure that the clients’ stories are told and that the public is aware of any human rights violations. This helps draw the government’s attention to the clients’ plight and gives the clients agency – they feel like their voices are heard and that they own the narrative to their case. It is also a helpful advocacy tool.
5.1. Steps to take when developing a media campaign
a)
Key Messaging
• Describe the situation and state the problem(s) from the point of view of your client.
• Describe the complications your client has faced or is facing in finding a solution.
• Let the client explain what they are planning on doing and make sure the client’s voice is heard.
• State what will happen if the problems that your client are experiencing is not resolved?
• Make a clear and simple call to action. That is, what you are demanding in your campaign should be clear and SMART (Specific, Measurable, Attainable, Relevant and Time-based).
b)
Advocacy Campaign
•
Define the advocacy goal.
Is the goal to compel government to act?
Is the audience the local community?
Try SAFM, the Mail & Guardian & Ukhozi FM.
Try a loudhailer, community meetings and local community media.
The goal will inform the audience, the key messages, the channels you use (flyers, loudhailer, SMS, WhatsApp, televi- sion, radio or newspaper, social media) and the campaign stakeholders. Define these, and you will have the beginnings
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SUMMARY NOTES FROM THE HOUSING CONFERENCE