Advocacy is the act of supporting, promoting or arguing in favour of a cause, policy or idea to influence public opinion, decision making or policy changes. It involves activities such as raising awareness, lobbying, building alliances and engaging with stakeholders to achieve a specific goal. The goals are often related to social, environmental, political or economic issues. Advocacy can be carried out by individuals, groups, organisations or coalitions; it often aims to bring about positive change or protect certain rights or interests. 

Advocacy plays a critical role in transforming SWM practices and fostering community engagement X.2. This section explores the significance of advocacy in waste management, highlights successful advocacy strategies and outlines key principles for designing and implementing effective advocacy campaigns.

Advocacy is unlikely to be a priority in the acute phase of the response but becomes more significant over time when engaging with affected (and host) communities and local SWM actors.   

The Role of Advocacy in SWM

SWM advocacy raises awareness, influences policy and mobilises communities to improve waste-handling practices. It has several crucial functions:

Raising Awareness: advocacy helps educate the public about the importance of waste management and the impact of waste on the environment and public health. With increased awareness, communities are more likely to engage in sustainable waste practices and support necessary policy changes.

Influencing Policy: effective advocacy with policymakers and stakeholders can lead to the development and implementation of robust waste management policies, regulations and strategies aligned with environmental goals and community needs.

Mobilising Action: advocacy campaigns inspire and mobilise individuals and communities for long-term waste management goals and to take action such as adopting better waste disposal practices and participating in local waste management initiatives. 

Successful Advocacy Strategies

Successful SWM advocacy often includes the following strategies:

Community Engagement: engaging community members in waste management initiatives fosters a sense of ownership and responsibility. Strategies may include workshops, community meetings and events to educate residents about waste management practices and encourage participation X.6.

Public Campaigns: information about waste management issues and solutions can be disseminated effectively through public campaigns using various media channels—such as social networks, radio, television, and print media. Campaigns should be tailored to the target audience and focus on key messages that resonate with the community X.6.

Partnership Building: collaboration with local organisations, businesses and government agencies enhances the effectiveness of advocacy efforts. Partnerships help leverage existing resources, expertise and networks to support waste management initiatives and amplify their impact.

Educational Programmes: educational programmes in schools, community centres and workplaces raise awareness about waste management and encourage behavioural changes. Programmes should cover topics such as waste reduction, recycling and the environmental benefits of proper waste handling.

Policy Advocacy: advocating with policymakers to develop effective waste management policies and regulations is essential. This includes providing evidence-based recommendations, participating in policy discussions and lobbying for changes that promote sustainable waste management practices.

Key Principles for Effective Advocacy

To increase the impact of advocacy campaigns, the following principles should be considered:

Consultations: before launching an advocacy effort, engage with the target audience to understand their perspectives and refine the advocacy strategy. 

Clarity of Message: clearly articulate the goals and benefits of the advocacy campaign. Use simple, actionable messages that are easy for the public to understand and act upon.

Targeted Communication: tailor communication strategies to different audiences, such as community members, policymakers and other stakeholders. Customise messages to address the specific concerns and interests of each group.

Evidence-Based Approach: use data and evidence that demonstrate the need for improved waste management practices. Use statistics, case studies and success stories to build a compelling case for change.

Inclusivity: ensure that advocacy efforts are inclusive and address the needs of diverse community groups. Engage marginalised and underserved populations to ensure that all voices are heard and represented.

Sustainability: focus on creating long-term, sustainable change rather than short-term results. Develop strategies that build lasting partnerships, promote ongoing education and embed waste management practices into community norms.

Practical Advocacy Advice

Advocacy is a powerful tool for advancing sustainable waste management practices. However, people’s motivation to engage varies - either positively or negatively. For example, improved public health and a healthier environment are not necessarily the primary drivers for change. Therefore, it is crucial to analyse and understand the interests of each key actor before developing a targeted advocacy plan that captures their attention and interest. In all geographic locations, the following stakeholders are critical for SWM:

National Authorities have a mandate at the national level to establish laws, legislation and standards. They are (or should be) committed to ensuring sustainable waste management practices that protect public health, mitigate environmental harm and align with environmental, sanitation and health policies. 

Local government officials, such as municipal mayors, are (or should be) committed to improving SWM in their municipalities because effective waste management can enhance residents' quality of life, attract investment and promote economic growth. Mayors should recognise that robust waste management practices lead to cleaner, safer environments and make their communities more attractive (for example for tourism and local business development). Successfully establishing SWM can also boost their reputation, build community trust and, potentially, support their re-election or career advancement – motivating factors that can be consciously used for SWM advocacy.

Municipal Technical Units or Utilities responsible for SWM should be motivated by the need to enhance operational efficiency and service delivery. Their engagement in advocacy can help secure better resource allocation, improve waste collection services and increase overall customer satisfaction.

Private SWM Service Providers are often motivated by profitability and market expansion. The reuse and recycling of waste resources can provide viable business opportunities. By collaborating with municipal authorities, NGOs, the informal sector and community organisations, private companies can explore new market opportunities in waste management and boost their business prospects.

Lawmakers or Politicians are motivated by the interests of their constituents and their own political reputation. Their support for sustainable waste management policies can resonate with voters, highlighting their commitment to environmental sustainability and public health.

This mix of motivations highlights the importance of tailored advocacy strategies that work with each actor's unique drivers, ensuring a collective push towards sustainable solid waste management practices. By understanding people’s motivations, advocates can better align their strategies, foster collaboration between stakeholders and drive the policy changes necessary to improve solid waste management.