Often, individual and community behavior change isn’t enough to overcome barriers to a healthier life. Sometimes the system is the greater barrier. That’s why advocacy is a critical piece of CCP’s mission.

Part of creating sustainable change often involves winning the backing of decision-makers, policymakers and others who can commit the resources, enact the necessary policies to support good health around the world or upend structural hurdles standing in the way. The SMART advocacy tools we use focus on identifying the right decision-makers and presenting them with a doable ask, using a systematic approach to ensure change happens.

We have helped convince governments to devote financial resources to family planning and persuaded health insurance companies to cover family planning benefits and lobbied those in power to elevate the role of social and behavior change activities. We’ve advocated for more resources to fight malaria by engaging African football stars, musicians and private industry to become champions for a malaria-free future. Achieving lasting change with advocacy is just another example of what communication can do.


In Tanzania, private medical insurance didn’t cover family planning because these services are offered free of charge in public facilities. But poor quality services meant more women began seeking care at private facilities, care that wasn’t covered by insurance.

Tanzania’s leading private health insurer now covers the costs of modern contraception. The company made the change after CCP research showed they could save money by covering contraception instead of the costs associated with unwanted pregnancies and newborn children.