Sam believes in the ability of civil society to influence the decision-making process, or shed light on some issues with the aim of improving the reality, through a set of activities, efforts, and strategies that seek to raise public opinion about an issue, then mobilize the public for it, and apply pressure to those concerned to correct the situation to better shape or amend laws and policies, or contribute to the consolidation of the principle of transparency and accountability.
Sam campaigns always organize mobilization and advocacy within clear contexts aimed at defining the goal and the target audience, and choosing the strategies and activities that it will do to reach the major goal.