Advocacy target personas: Illustrative examples
The following examples are entirely fictional and are designed to inspire and guide your advocacy efforts. They do not represent real people or actual situations but instead illustrate possible engagement strategies and advocacy messages that could be adapted to your own context.
By tailoring these approaches to the specific goals, challenges, and motivations of your target personas (in the examples: Alex, Eva, Georg and Sara), you can strengthen your advocacy efforts and build greater support for youth work development.
Advocacy objective: Gain further support and a more prominent role for youth work as a mechanism for youth empowerment and development.
Four fictional examples of target personas to whom advocacy efforts are directed are:
Persona 1: Alex, Youth officer in municipality
Persona 2: Eva, Senior official at the Ministry of Youth
Persona 3: Georg, Youth officer in smaller sized municipality
Persona 4: Sarah, Senior officer in the Ministry of Health
Download our Advocacy Taget Persona template (with steps) >>
Download our Advocacy Taget Persona template (without steps) >>

Persona 1: Alex, Youth officer in municipality
Demographics:
Alex is a 30-year-old Youth officer working in a mid-sized municipality. They have a degree in social work and have been in this role for five years.
Background: Alex has always been passionate about youth development, having volunteered in youth programmes during their university years. They understand the local context and the specific needs of the youth in their community.
Goals: Alex aims to create more inclusive and engaging youth programmes, enhance collaboration with local organisations, and secure additional funding for youth initiatives.
Challenges: Alex faces bureaucratic hurdles and a limited budget. Alex struggles with how to integrate youth and youth work policies in their department and in the municipality. Additionally, there is, sometimes, certain passivity and a lack of engagement from the youth they serve.
Values and Motivations: Alex is driven by a desire to empower young people and believes in the transformative power of youth work. Alex values community collaboration and evidence-based practices. Alex values punctuality and optimisation of processes.
Examples of possible engagement strategies and advocacy communication messages tailored to Alex:
Engagement strategies
Invite Alex to monthly strategy meetings to discuss ongoing challenges and successes in youth work. This builds a collaborative environment and keeps the dialogue open. Make sure you are punctual and the meetings are structured and productive.
Initiate joint projects with local youth organizations that highlight the impact of youth work. Invite Alex to be involved in the planning and implementation, showcasing the benefits of youth work in real-time. Assist Alex in identifying and applying for grants that can provide additional funding for such projects.
Offer professional development workshops focused on enhancing youth work skills and knowledge about integrating youth work policies into municipal frameworks. Provide Alex with the latest research and tools to overcome bureaucratic challenges. Create templates and guides for integrating youth work policies into municipal frameworks.
Create a greater front with youth organisations and facilitate direct advocacy communication for youth work by young people to municipal leaders through existing mechanisms (youth councils, youth advisory boards, youth forums etc.). Invite and encourage Alex to create such dialogue opportunities, emphasizing the empowerment aspect of youth work.
Advocacy communication messages
Collaborative success stories: "Our recent joint project with the local youth organization showcased the transformative power of youth work. By continuing to collaborate, we can secure additional funding and support, demonstrating the tangible benefits of our programmes."
Showcasing value to the municipality: "Youth work has a profound impact on our community. By leading these initiatives and engaging with youth directly, you are playing a key role in fostering a more inclusive and empowered generation."
"Enhanced collaboration with local organisations can open up new funding opportunities. Together, we can develop impactful initiatives that address the unique needs of our community's youth."
Professional Growth and Impact: "We understand the bureaucratic hurdles you face. Let's work together to streamline processes and integrate youth work policies more effectively within your department and municipality, ensuring that we can deliver impactful youth programmes without unnecessary delays.”
"Participating in professional development workshops will equip you with the latest strategies and tools to integrate youth work policies effectively. This will help you navigate bureaucratic hurdles and amplify the role of youth work in our municipality."
Evidence-base through direct engagement with youth: “We encourage you to spearhead the creation of dialogue opportunities for young people and municipal leaders. By showcasing the empowerment aspect of youth work programmes and highlighting the transformative power of youth engagement, we can gain the support of your supervisors.”
"Young people with direct experience of youth work provide evidence-based impact on their lives and that not only strengthens your initiatives internally but also provides measurable outcomes that can be presented to secure further support and funding."
Persona 2: Eva, Senior Official at the Ministry of Youth
Demographics: Eva is a 48-year-old, Senior officer in the Ministry of Youth. Working on the position of Deputy Director at the Ministry of Youth. She is a Lawyer by education, with a career in public administration.
Background: Eva has worked in the government sector for 20+ years, primarily handling legal frameworks and regulatory compliance. She is highly skilled in policy-making but has limited direct experience with youth work. She views youth policies from a legislative and budgetary perspective rather than a grassroots engagement standpoint.
Goals: Eva wants to ensure that youth policies align with national legal frameworks and political priorities, maintain stability in ministry operations with a structured, law-based approach and to show measurable outcomes for youth policies to justify public spending.
Challenges: Eva has a lack of direct youth work experience. She sees it as a sector needing regulation rather than an empowerment tool. Prefers legal and institutional language over grassroots narratives. Decisions must align with government priorities and budget limitations.
Values and Motivations: Eva is focused on structure and legality. She believes in precise regulations over informal initiatives. Wants policies that strengthen the government’s image and prefers clear data-driven arguments over emotional appeals.
Examples of possible engagement strategies and advocacy communication messages tailored to Eva:
Engagement strategies
Schedule a meeting formally to present youth work as a structured, legally backed policy area rather than an informal practice.
Prepare a case study highlighting the legal and financial benefits of investing in youth work. Use comparative analyses with other countries where youth work policies have improved governance and community outcomes.
Involve legal experts and policymakers who support youth work to gain her trust.
Provide policy briefs and structured policy proposals rather than broad advocacy messages.
Advocacy communication messages
"Youth work is already recognized in European policy frameworks, and many countries have successfully integrated it into national legislation. Strengthening this sector aligns with EU standards and can position our ministry as a regional leader in youth development."
"By developing a structured national youth work framework, we can access additional EU funding and reduce long-term costs associated with unemployment and social disengagement."
"In countries that have legally recognized youth work, youth participation in civic life increased by 30%, contributing to stronger local communities and reducing youth-related social challenges."
"Leading legal professionals and policymakers have already outlined best practices for integrating youth work into national policy. We can adapt these frameworks to fit our country’s context."
"Here is a legal draft outlining how youth work can be systematized within existing laws. It ensures accountability while creating growth opportunities for the youth sector."
Persona 3: Georg, Officer for culture, sport, youth and cooperation with the civil sector in Municipality
Demographics: Georg is a 56-year-old Officer for culture, sport, youth and cooperation with the civil sector working in a small municipality. He is a former sports coach for a local football club and a member of the biggest party in the country.
Background: Georg was recently appointed as a municipal officer due to his long-standing service in the local sports sector. He previously worked as a football coach and has built strong connections with local authorities and schools. However, his understanding of youth work is limited, and he views youth engagement primarily through sports and discipline rather than holistic development.
Goals: Georg aims to maintain structured and traditional youth activities (sports, competitions, and summer camps), avoid major disruptions or complex policy changes in his department and secure funding for youth-related initiatives that align with his understanding of youth engagement.
Challenges: Georg has limited time to focus on each area of his portfolio. He does not see youth work as a professional field with competencies and frameworks. Believes that youth work lacks measurable impact compared to sports and he is unfamiliar with European youth policies, funding opportunities, and legislative frameworks that support youth work.
Values and Motivations: Georg is driven by practical results. He prefers hands-on, outcome-based projects over abstract policy discussions. He is the person of structure and order. Believes in discipline and teamwork as key to youth success. He is dedicated to community well-being and wants to support youth initiatives but struggles to see the bigger picture of youth work beyond sports.
Examples of possible engagement strategies and advocacy communication messages tailored to Georg:
Engagement strategies
When meeting, use relatable examples from sports. Compare youth work to team coaching, highlighting skill development, leadership, and resilience. Position youth work as a complement to sports rather than a competing initiative.
Invite Georg to a presentation to show practical benefits of youth work. Use real-life case studies from similar municipalities to demonstrate how youth work initiatives reduced unemployment and improved civic engagement.
Organize interactive sessions: Instead of policy discussions, host practical "Youth Work in Action" sessions where Georg can witness non-formal learning methods firsthand. Engage local teachers, coaches, and business owners to introduce youth work as a valuable investment.
Send an initiative for a cooperation with the municipality highlighting funding opportunities. Frame youth work recognition as a way to secure more funding for youth programs, including sports initiatives.
Advocacy communication messages
"Just like coaching prepares young athletes for success, youth work equips them with essential life skills, leadership abilities, and social engagement."
"Sports teach teamwork and discipline, but youth work builds broader competencies like critical thinking, creativity, and participation—helping young people thrive in different aspects of life."
"Municipalities that invested in youth work saw a 20% increase in youth civic participation. Structured engagement leads to fewer dropouts and better employment rates."
"Let’s try an interactive youth work exercise—this will showcase how non-formal education builds teamwork and problem-solving, just like sports training."
"When local educators and business leaders collaborate with youth workers, we create a support system that prepares young people for future challenges."
"By officially integrating youth work into our municipality, we gain access to EU funds that can expand both sports and youth development programs."
Persona 4: Sarah, Senior officer in the Ministry of Health
Demographics: Sarah is a 45-year-old Senior officer in the Ministry of Health. They hold a master’s degree in public health and have over 20 years of experience in public health policy.
Background: Sarah’s career has been focused on developing and implementing health policies. They are particularly interested in preventive health measures and understand the importance of addressing youth health issues early.
Goals: Sarah wants to integrate youth health initiatives into broader health policies, improve mental health support for young people, and promote healthy lifestyles among the youth with least budgetary means possible.
Challenges: Sarah contends with policy constraints, inter-departmental coordination issues, and varying levels of stakeholder commitment. Furthermore, there is no specific budget for youth perspective integration and for specific health measures targeting young people.
Values and Motivations: Sarah is motivated by a commitment to public health and the well-being of all generations. Sarah values data-driven decision-making. Sarah is a very conservative spender.
Examples of possible engagement strategies and advocacy communication messages tailored to Sarah:
Engagement strategies
Organize policy integration workshops to discuss integrating youth work into health policies, emphasizing its role in preventive health and mental well-being. Invite Sarah to these workshops to gain insights and provide input. Support Sarah to initiate creation of a task force focused on youth health issues to facilitate inter-departmental coordination.
Develop presentations that highlight the positive outcomes of youth work on public health metrics. Identify case studies with low-to-moderate financial investment showcasing successful youth health programmes and their benefits. Share these findings with Sarah to support data-driven decision-making and secure her support for dedicated funding.
Facilitate multi-stakeholders forums with key stakeholders from health and youth sectors to discuss collaborative approaches. Encourage Sarah to lead these forums, fostering inter-departmental coordination and commitment. Also, support Sarah to facilitate partnerships between the Ministry of Health and youth organisations for collaborative programme development.
Implement pilot projects that integrate youth work into health initiatives. Use successful case studies to demonstrate the effectiveness of these projects and advocate for scaling up.
Advocate for the inclusion of youth perspectives in budget planning and policy-making processes and assist in preparing compelling budget proposals that justify the need for dedicated funding for youth health measures.
Advocacy communication messages
Preventive health through youth work: "Sarah, integrating youth work into broader health policies can significantly improve preventive health measures. By focusing on youth empowerment, we address mental health and promote healthy lifestyles, leading to better long-term public health outcomes."
Data supporting youth work funding: "Your commitment to data-driven decision-making aligns perfectly with our approach. Here are some impactful case studies and data that demonstrate how youth work initiatives have led to improved health outcomes. This evidence strongly supports the need for dedicated funding. Requested funding is modest and has great potential for significant return of investment."
Collaborative approaches for greater impact: "Leading stakeholder forums will not only foster better inter-departmental coordination but also highlight the Ministry of Health's commitment to youth empowerment. Collaborative approaches can amplify our impact and ensure comprehensive health support for young people."
Pilot project success: "The success of our recent pilot project integrating youth work with health initiatives underscores the potential for broader application. Scaling up these efforts will showcase the Ministry's innovative approach, effective resource management and commitment to youth development."
Youth perspective on health budget: "Involving youth perspective in budget planning will ensure proper prioritisation of initiatives. We already know that by prioritizing mental health support for young people, we can address a critical need and promote overall well-being. Early intervention is key to preventing future health issues. Still, their say on which support measures should be implemented urgently is crucial for the success."