Ownership is the end result of a successful advocacy process and in planning your messages, range of advocacy activities, and communication tools, you need a set of initial targets to get there. Starting at the bottom box and moving up, these are the stages that any audience needs to move through to finally take ownership of policy proposals.
Hence, it is crucial that you keep this movement and these stages in mind throughout the design of your messages, activities, and communication tools, so that they are designed purposefully to facilitate this movement. It is important to stress that the staged targets in the model are how you want your audiences to respond to your messages and activities.
