Theory & Methodology

The Empower Theory ©

The Empower Theory © is the core of our work, it’s a new approach towards advocacy through a set of scales, tools, measurements and rules guaranteeing the establishment of a good strategic campaign based on the people as an agent of change.

We believe that we are establishing for a new school of Advocacy where anyone can become an agent of change, while campaigners, NGOs, and activists become the facilitator of change.

This comes from our deep yet scientific belief that people are the most effective agent of change, and the role of campaigns is to motivate them to lobby for this change, whether on a local or international scale. Empower Theory turns any citizen to a cause advocate.

We train attendees of our training workshops on the effective use of the Empower Theory © scales, and the correct implementation of strategies and tactics that comes with it.

The Empower Theory © scales and tools we are introducing makes it easy to build and assess all aspects of the campaigns, hence increasing the impact, reducing the risks and threats, making the best use of given opportunities, and turning weaknesses to strength.

Empower Theory © is a real breakthrough in always identifying the right stakeholders, strategies, tactics, risks, threats, and team flaws.


Stakeholder-Oriented Targeting Graph (SOTG) ©

SOTG allows campaigners to identify their stakeholders and choose campaign strategies based on a clear understanding of what lies ahead.

SOTG is also a reference whenever campaigners want to change their strategy based on upcoming threats, challenges or opportunities.


Refined SWOT Analysis tool (RSWOT)

Empower Advocacy experts further developed the standard Strengths, Weaknesses, Opportunities, and Threats Analysis tool (SWOT) into the new Refined SWOT (RSWOT) this refine and further development of the theory not only defines SWOT but also helps campaigners turn uncontrolled threats and uncertain opportunities to positive opportunities that can be used in the campaign, it also helps advocacy teams find a point of contact to reduce weaknesses & build team capacity.


Tactics in a box ©

While setting strategies comes within the many benefits of SOTG ©, it is equally important to use tactics that go inline with the chosen strategies, the Tactics in a box © tool from Empower Advocacy puts a wide set of tested and chosen tactics from Advocacy Experts around the world into the hands of campaigners and cause advocates.

Tactics in a box © tool has detailed guides on how to use and customize tactics to fit local needs.

Advocacy School

Register now to attend the upcoming Empower Advocacy School weekly classes

Advocacy for activist groups
  • July 18, 2018
  • 10:00 am to 1:00 pm
  • AUB's Regional External Program's Office (REP), Room 103
Empower Advocacy School Session 1
  • January 27, 2018
  • 6:00 pm to 9:00 pm
  • Empower Advocacy, Sursock Street. SASCO Group Building. 3rd Floor
Advocacy in Political Communication Campaigns
  • November 16, 2017
  • 7:00 pm to 8:30 pm
  • AUB's Regional External Program's Office (REP), Room 103
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