tactics that fall within a strategy’s shading. In addition, some tactics may fall outside of that shading. TIP: Look at what is not shaded and think about why not. For example, awareness about an issue or problem may already be high and therefore not a focus; the challenge instead will be increasing the audience’s perception of its salience and the willingness to act on behalf of that issue. 2) Who specifically is the strategy trying to influence and how? Unlike a typical theory-of-change tool, the framework encourages specific consideration of who is being targeted by the strategy and how. While the framework identifies the three broad categories of audiences advocates might engage, it is important to specify who within those categories is being targeted. Which segments of the public? Which policy influencer groups or individuals? Which decision makers? Being able to communicate effectively is at the heart of effective advocacy, and effective communications requires tailoring messages to audiences. The argument that excites labor union members, for example, may not work with the business community. EXAMPLE AUDIENCES PUBLIC INFLUENCERS DECISION MAKERS Parents of school-age children Trade associations Members of Congress Seniors 65 and older Business community State legislators Millennials Labor/Unions City council members Married couples Political elites Agency administrators Democrats or Republicans Wealthy donors School board members Immigrants Teachers Superintendents TIP: In order for change to occur, somebody needs to do something differently than what they are doing right now. Make sure that the strategy aims to move somebody toward action. Decades of research have shown that just making people more aware of an issue or problem generally is not enough to mobilize them to act. 6