Advocacy Evaluation Theory as a Tool for Strategic Conversation: A 25-year Review of Tobacco Control Advocacy at the Canadian Cancer Society

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Advocacy evaluation has been considered difficult, even in specific and uncomplicated situations. This article describes a short evaluative review of a series of tobacco control policy advocacy activities involving multiple parties over 25 years. Despite its obvious limitations, the effort suggests that the retrospective development of a structured contribution analysis and "key event" stories from documentary and key informant information can generate compelling circumstantial evidence for impact. Perhaps more importantly, the study was found to provide what appear to be valuable insights and lessons for the planning and management of future advocacy initiatives.

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