This practical guide outlines four basic steps that are essential for an effective advocacy initiative for tuberculosis (TB). These steps are: documenting the situation, packaging the message, working with the media and mobilizing others. It contains specific examples and creative ideas. In the introduction it is pointed out that political protocol, media etiquette and social values vary widely from country to country: advocacy tactics that work in London might not be appropriate for Jakarta. Users of this guide are encouraged to bear in mind that effective advocates often borrow successful ideas from others that they creatively adapt and apply to their own situation and campaigns.

Although this guide focuses on issues of advocacy using TB as a case study, it is also available using polio erradication as a case study.