Australia's National Local Government Newspaper Online

Advocacy &endash; the real agenda of democratic government

Local Government is under increasing pressure to undertake advocacy on behalf of its residents according to Managing Director of The Strategy Shop, Michael Henry. Introducing the topic at LGPro's Annual Conference, he said advocacy is the real agenda of democratic government and communities are increasingly wanting Local Government to act on their behalf over many issues.

He said so far Local Government has not as a whole risen to the challenge, generally missing many opportunities or adopting ad hoc and non strategic approaches. He said a successful advocacy campaign requires five key features: clear objectives, proper homework, agreed strategies, astute communication and relentless commitment.

To illustrate the benefits of advocacy, Wyndham City Council CEO, Ian Robins, and Director of Corporate and Client Services, Mark Searle, described two successful campaigns undertaken by their Council.

One campaign resulted in obtaining Federal Government funding to upgrade the Princes Freeway to alleviate traffic jams and address a heavy accident toll, the other prevented the establishment of a toxic dump site close to residential development and market gardens.

Ian Robins said the 'Fix the Jam' Freeway campaign was carried out with strong partnerships already forged with other stakeholders. These included other Councils, the RACV, trucking company Fox, Ford Australia, and trade unions. The strategy avoided a politically divisive campaign. It had a deliberate business emphasis and engaged strong media support.

The more controversial anti toxic dump campaign, meant challenging one of Australia's largest companies CSR, and the then Premier Jeff Kennett, an active proponent of the dump. Mark Searle said success in this case depended on making allies not enemies. "We had to find an alternative that did not compromise neighbouring Councils," he said.

Council approached CSR with logic not emotionalism, pointing out that profits could be severely compromised by ongoing disputation. It also offered to purchase the site from CSR for landfill operations.

At the same time, Council organised rallies which attracted extraordinary numbers of residents. This, together with other strategies, brought extensive media coverage with the end result being withdrawal by CSR to the chagrin of the ex Premier.

Ian Robins said both campaigns raised community pride in Melbourne's west and enhanced Council's reputation. Michael Henry said having clear support from the Mayor and the CEO in each campaign was a major boost, and without Council support it is unlikely the community could have pursued the issues so successfully.

The following articles are also included in this edition or go BACK to the main page: