Module 10 - Conducting Impactful Media Advocacy

Course Overview

In this lecture, you will learn how media advocacy can be used to influence public policy and promote healthier food environments. You will explore the different types of media—paid, earned, and owned—and understand how each can support an advocacy campaign. The course guides you through developing a practical media advocacy plan, crafting compelling messages, engaging key audiences, and monitoring impact. By the end of the lecture, you will be equipped with practical tools to use media strategically to advance food justice and policy change.

FAQ

Media advocacy is the strategic use of mass media to influence public policy and decision-makers. It focuses on shaping public discourse to drive systemic change, particularly in advancing healthy food policies and food justice.

Media advocacy helps raise public awareness, create urgency, counter misinformation, expose industry interference, and build support for policy change in response to rising diet-related non-communicable diseases (NCDs).

A media advocacy plan outlines campaign objectives, target audiences, key messages, communication channels, timelines, and success indicators to ensure strategic and measurable impact.

Success can be measured through media coverage, public engagement, policy progress, stakeholder responses, and increased awareness or behavior change.

Human-centered stories make data relatable, increase public empathy, and strengthen the persuasive power of advocacy campaigns.

Course Videos

Instructor

Robert Egbe

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Robert Egbe holds a Bachelor of Law degree from the University of Calabar and brings over a decade of journalism experience. He has covered diverse areas such as sports, the judiciary, domestic and sexual violence, religion, fact-checking, and natural and man-made disasters, including floods in Northern Nigeria and oil spills in the Niger Delta. His extensive background includes notable achievements, such as being a runner-up at the Nigeria Media Merit Award in the Union Bank Prize for Banking & Finance Reporter of the Year category for his investigative piece on banks and their customers’ legal battles.