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Social Mobilization
Social Marketing
health
cardiovasculardiseasereduction
familyplanning
HIVprevention
malariacontrol
Health Communication
Social Marketing
health
cardiovasculardiseasereduction
familyplanning
HIVprevention
malariacontrol
Behavior Change
Communication
Social Marketing
health
cardiovasculardiseasereduction
familyplanning
HIVprevention
malariacontrol
Development Communication
Social Marketing
health
cardiovasculardiseasereduction
familyplanning
HIVprevention
malariacontrol
Community Mobilization
Social Marketing
health
cardiovascular disease reduction
family planning
HIV prevention
malaria control
Social Mobilization
Social Mobilization
allenaalvaro
reunite
community
with social
marketing
community
-based
social
marketing
insight into problems/solutions
indigenous knowledge
communication channels
products and services distribution
sustainable solutions.
not-broader viewpoints
no opportunity costs
conflict among stakeholders.
unmatched donor or agency
challenging move
These are skills many social
marketers are in need of
learning.
Social Mobilization
Winning a battle depends heavily on
how a tactician maneuvers his forces.
Mobilize
means
prepare
forces
for
action.
development
community
active
participation
social
mobilize
change
decision
marketing
help
goals
action
Not only try. Do.
Stakeholders of SocMob
National Policy Makers
Me dia
Regional Leaders
Local Leader
Service Providers
Program Administrators
Program Planners
Parents/Family Members
National Policy Makers
Me dia
Regional Leaders
Local Leader
Service Providers
Program Administrators
Program Planners
Parents/Family Members
Approaches of
SocMob
Political Mobilization
political and policy
commitment
1
Lobbying
an attempt to influence decisions
may lead to power struggles
favoring one alienates the other
Government
Mobilization
cooperation between service
providers and government
organizations
2
Kapit-Bisig Laban sa Kahirapan
Improve the responsiveness of local government to
community needs.
Encourage communities to engage in
development activities.
Deliver benefits to barangay residents through the
individual sub-projects.
Loan from World Bank: $120M
RA 7160, Sec 102
- presence of local health
board in every province
- headed by the Local Chief Executive
Other members
– Municipal/ City/ Provincial Health officer
– Municipal/ City/ Provincial Chairman on
health
– Representative from the private sector
– DOH representative
Community Mobilization
commitment of local political, religious,
social, and traditional leaders, as well as
local government agencies, non-
governmental organizations (NGOs),
women’s groups and cooperatives 3
what needs and problems are
what practice exists in the community
what community members say
what practices to introduce
what is community dynamics
what and who to involve
what negative needs importance
what negative to minimize
Corporate Mobilization
support from national or
international companies4
…accounts for the social and environmental
impact created by the business
contribute resources to the
community; improve quality of life
The CSR Pyramid (Archie Carroll, 1996)
obligation to do what is right,
just and fair; avoid harm
the foundation upon which all
others rest
law as society’s codification of right
and wrong; play by the rules of the
game
Beneficiary
Mobilization
informing and motivating
the program beneficiaries
5
Pantawid Pamilyang
Pilipino Program (4Ps)
…the 4Ps provides
cash grants to
beneficiaries
provided that they
comply with the set
of conditions
required by the
program.
1. Pregnant women must avail pre- and post-
natal care and be attended during
childbirth by a trained health professional;
2. Parents must attend Family Development
Sessions (FDS);
3. 0-5 year old children must receive regular
preventive health check-ups and
vaccines;
4. 6-14 years old children must receive
deworming pills twice a year.
5. All child beneficiaries (0-18 years old)
must enroll in school and maintain a class
attendance of at least 85% per month.
PMGM ComM CorM BM
Component Strategies
in Social Mo bilization
Advocacy
persuading, convincing
and motivating individuals
and entities
1
Two constantly associated
with advocacy efforts:
(1) policy support; and
(2) resource generation.
Levels of Advocacy
I can
speak up
for myself.
Self Advocacy
Individual
Advocacy
Systematic
Advocacy
I speak up
on behalf
of
another.
We speak
on behalf
of those
who
cannot
speak for
themselves.
Information, Education and
Communication (IEC)
generation of information or
release of ready-made
information and distribution
through all available
communication methods
2
Entertainment - has also been used
for educational purposes.
Enter-Educate Approach - involves
activities that entertain and educate
simultaneously
9 Ps of
EnterEducate
(Piotrow, 1994)
through rapidly
spreading mass
media
pervasive
9 Ps of
EnterEducate
(Piotrow, 1994)
people seek
entertainment
popular
9 Ps of
EnterEducate
(Piotrow, 1994)
depicting the
private lives of
the characters
personal
9 Ps of
EnterEducate
(Piotrow, 1994)
participate in
entertainment
participatory
9 Ps of
EnterEducate
(Piotrow, 1994)
invoking intense
emotions
passionate
9 Ps of
EnterEducate
(Piotrow, 1994)
through
audience
identification with
characters
persuasive
9 Ps of
EnterEducate
(Piotrow, 1994)
since the talent
and delivery
infrastructure
already exists
practical
9 Ps of
EnterEducate
(Piotrow, 1994)
entertainment
pays its way, can
generate profits
and promote
careers, and is
cost-effective
profitable
9 Ps of
EnterEducate
(Piotrow, 1994)
messages
change attitudes
proven
effective
“Sing and the world sing with you.
Lecture and you lecture alone.”
Community Organizing
empowering the whole community
encouraging community
participation
recognizing a problem and place a
solution
3
Levels of Participation
Training/Capability
Building
… towards the beneficiaries/intended
audience
…develop competences
…sustain socmob process
4
Networking and Alliance
Building
…common thread running through the
process
…synergy matters
5
Monitoring and Evaluation
…measure the
efficiency of program
implementation and the
effectiveness of the
strategies taken
6
Monitoring
Level: where you are vs. where you
should already be
Timing: how long you have already
been working vs. the allotted time
Effectiveness: what has been
accomplished so far
Evaluation
Formative: during the planning or
implementation stages of a program
On-going Evaluation: during the project
implementation phase
Summative Evaluation: at the latter part
of a program or after its completion
Advocacy ensures the continuation of support.
IEC sustains the awareness of the problems and
solutions.
CO allows the community to unify and seek
solutions to problems
Training maintains the commitment and
cooperation of program implementers as it
integrates new techniques and approaches in
the solution
Alliance building identifies relevant individuals
and groups who can contribute to the
achievement of the goals of the program
Monitoring and evaluation shows us how to
improve our techniques. It gives us the
feedback we need --- are we solving the
problem or not
Social Mobilization
Assess Needs
Tooth decay is the most common
chronic disease of childhood, causing
pain, absence from school, and loss of
confidence. Sadly, many children do
not have access to basic dental care
and the education needed to maintain
good oral health. But the good news is
that this disease is preventable.
Define Objectives
Through partnerships with governments,
dental professionals, schools and community
groups, Bright Smiles, Bright Futures™
program increases oral health literacy
and promotes good oral care habits.
Importantly, the program also encourages
children to care about themselves and take
responsibility for their own health. A
lifetime of healthy habits, burgeoning self-
esteem, a foundation for success -- that's the
Power of a Bright Smile.
Identify Targets
children
Plan Implementing Details of
Each SocMob Components
1) educational curriculum developed with
an international advisory board and translated into
30 languages
2) partnerships with teachers, the curriculum
includes instructions on how to brush and floss and
the other keys to maintaining healthy teeth and
gums.
3) engaging games and videos that educate
and entertain children
4) free tube of toothpaste and a toothbrush
5) partnered with the Department of
Education and Philippine Association
of Dental Colleges to implement oral
health projects that benefit Filipino children all
over the archipelago
6) Colgate, the Department of Education and
various dental associations work hand-in-hand
to provide oral health awareness
education and dental services to public
school children nationwide
7) providing of oral health materials such as
posters, oral care kits, and toothbrush holders
to public school children
8) exciting events such as the Dr.
Rabbit School Tour, Poster
Making Contests and exciting tooth
brushing drills and campaign nationwide
9) celebrating the National Dental
Health Month every February
10) Involving the media to amplify
oral health campaign to reach
more people nationwide
11) Beyond its commitment to oral
health education, Colgate Philippines
has also provided oral health services to
public school children in their respective
communities. To date the program has
reached close to 35 million public
children nationwide.
Implement the Program
• brushing their teeth thrice a day
• using the right toothpaste (i.e., with
adequate fluoride) like Colgate
• limiting their intake of sweet and sticky
snacks
• visiting their dentists at least twice a
year
Monitor and Evaluation
Mobile Dental Check Up Center
Volunteer dentists have been serving the
community through Bright Smiles, Bright
Futures™ for more than 10 years.
Now on its 20th year, Colgate's Bright Smiles,
Bright Futures™ proudly continues its mission -
promoting healthy oral health habits,
strengthening the self-esteem of children, and
establishing a foundation for a brighter future
References
Achterberg, C. & Stuart, T. (1995). Education and communication strategies for
different groups and settings. Manila: UNICEF.
Kretzmann, J. & McKnight, J. (1993). Building communities from the inside out: A path
toward finding and mobilizing a community's assets. Evanston, IL: Institute for Policy
Research.
Lefebvre, R. & Flora, J. (1988). Social marketing and public health intervention. Health
Education Quarterly, 15(2), 299-315.
Ling, J. & Reader-Wilstein, C. (1997). Ending iodine deficiency, now and forever: A
communication guide. Retrieved February 11, 2017 from http://www.cf-hst.net/unicef-
temp/Doc-Repository/doc/doc476431.PDF
McKee, N. (1992). Social mobilization & social marketing in developing communities:
Lessons for communicators. Penang: Southbound.
McKenzie-Mohr, D. (2000). Fostering sustainable behavior through community-based
social marketing. American Psychologist, 55, 531-537.
McKenzie-Mohr, D. and Smith, W. (1999). Fostering Sustainable Behavior: An
Introduction to Community-Based Social Marketing. Washington, DC: Academy for
Educational Development & Gabriola Island, BC, Canada: New Society Publishers.
Piotrow, P. (1994). Entertainment-education: An idea whose time has come. Popul
Today, 22(2), 4-5.
Preece J. and Shneiderman B. (2009). The reader-to-leader framework: Motivating
technology-mediated social participation. AIS Transactions on Human-Computer
Interaction, 1, 13-32.
Valdecanas, O., Tuazon, R. & Barcelona, D. (). How social mobilization works: The
Philippine experience. Manila: UNICEF and College of Mass Communication, University
of the Philippines.
Credits: 1) Social Mobilization Strategies (Mark Joenel Castillo, Slideshare)
2) Social Mobilization (Jeriel Reyes De Silos, Slideshare)

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Social Mobilization

Editor's Notes

  1. For many years communities were inextricably linked with social marketing. Lefebvre & Flora (1988) laid out the defining features of the social marketing approach based on experiences they shared directing community interventions for cardiovascular disease reduction. Yet, even by the early 1990s, we can recall where social marketing and community development components of Health Canada could not find common ground for collaboration. As more practitioners appropriated social marketing as the basis for the development of ‘new’ health communication campaigns, the term became associated (and in some quarters still is) with mass media campaigns that segmented their audience, pretested materials and considered the 4Ps only in the context of communication planning, not marketing. The differences in the social marketing approach became even more pronounced in the international community where social marketing became synonymous with the marketing of products for family planning, HIV prevention and malaria control while various other groups organized themselves around concepts such as behavior change communication, health communication, development communication and community mobilization to name a few.
  2. For many years communities were inextricably linked with social marketing. Lefebvre & Flora (1988) laid out the defining features of the social marketing approach based on experiences they shared directing community interventions for cardiovascular disease reduction. Yet, even by the early 1990s, we can recall where social marketing and community development components of Health Canada could not find common ground for collaboration. As more practitioners appropriated social marketing as the basis for the development of ‘new’ health communication campaigns, the term became associated (and in some quarters still is) with mass media campaigns that segmented their audience, pretested materials and considered the 4Ps only in the context of communication planning, not marketing. The differences in the social marketing approach became even more pronounced in the international community where social marketing became synonymous with the marketing of products for family planning, HIV prevention and malaria control while various other groups organized themselves around concepts such as behavior change communication, health communication, development communication and community mobilization to name a few.
  3. For many years communities were inextricably linked with social marketing. Lefebvre & Flora (1988) laid out the defining features of the social marketing approach based on experiences they shared directing community interventions for cardiovascular disease reduction. Yet, even by the early 1990s, we can recall where social marketing and community development components of Health Canada could not find common ground for collaboration. As more practitioners appropriated social marketing as the basis for the development of ‘new’ health communication campaigns, the term became associated (and in some quarters still is) with mass media campaigns that segmented their audience, pretested materials and considered the 4Ps only in the context of communication planning, not marketing. The differences in the social marketing approach became even more pronounced in the international community where social marketing became synonymous with the marketing of products for family planning, HIV prevention and malaria control while various other groups organized themselves around concepts such as behavior change communication, health communication, development communication and community mobilization to name a few.
  4. For many years communities were inextricably linked with social marketing. Lefebvre & Flora (1988) laid out the defining features of the social marketing approach based on experiences they shared directing community interventions for cardiovascular disease reduction. Yet, even by the early 1990s, we can recall where social marketing and community development components of Health Canada could not find common ground for collaboration. As more practitioners appropriated social marketing as the basis for the development of ‘new’ health communication campaigns, the term became associated (and in some quarters still is) with mass media campaigns that segmented their audience, pretested materials and considered the 4Ps only in the context of communication planning, not marketing. The differences in the social marketing approach became even more pronounced in the international community where social marketing became synonymous with the marketing of products for family planning, HIV prevention and malaria control while various other groups organized themselves around concepts such as behavior change communication, health communication, development communication and community mobilization to name a few.
  5. For many years communities were inextricably linked with social marketing. Lefebvre & Flora (1988) laid out the defining features of the social marketing approach based on experiences they shared directing community interventions for cardiovascular disease reduction. Yet, even by the early 1990s, we can recall where social marketing and community development components of Health Canada could not find common ground for collaboration. As more practitioners appropriated social marketing as the basis for the development of ‘new’ health communication campaigns, the term became associated (and in some quarters still is) with mass media campaigns that segmented their audience, pretested materials and considered the 4Ps only in the context of communication planning, not marketing. The differences in the social marketing approach became even more pronounced in the international community where social marketing became synonymous with the marketing of products for family planning, HIV prevention and malaria control while various other groups organized themselves around concepts such as behavior change communication, health communication, development communication and community mobilization to name a few.
  6.  McKenzie-Mohr & Smith (1999) described CBSM as a process of identifying the barriers and benefits to engaging in behaviors and then organizing the public into groups with shared characteristic in order to more efficiently deliver program 
  7. Gaining community insight into problems and their support for proposed solution. Ensuring the use of indigenous knowledge and expertise. Mobilizing and employing local communication channels including local mass media and local social and interpersonal communication networks. Localizing distribution of products and services and improving access and opportunities to engage in new behaviors.   Helping build sustainable solutions.
  8. Participation from the community may develop into a ‘participating elite’ who may, or may not, represent broader community viewpoints. Program planners can fail to recognize the opportunity costs for people who are approached to participate in the development and oversight of the program. Open participation also can lead to manipulation and conflict by and among different parties or stakeholders. And local agendas may not match those of the donor or lead agency. Finally, he also notes that to truly move from a social marketing ‘shell’ of a program to a community-driven one, there is a need for partnership development and to gain strong public advocacy and political commitment to create a culture in which to embed and support social goals.
  9. winning a battle depends heavily on how a tactician maneuvers his forces.
  10. Mobilization - a Military terminology To Mobilize = prepare forces for action
  11. Mobilization - a Military terminology To Mobilize = prepare forces for action
  12. POLITICAL MOBILIZATION An approach which aims at “winning political and policy commitment for major goal and the necessary resource allocations to realize that goal.” And the best method that we can use here is through lobbying
  13. Let us focus first on Political Mobilization. Since we are here in a highly political country, we have to accept the fact that our politicians must be viewed as an untapped resource in the improvement of our health system.
  14. Through intensive lobbying, the President signed the law for graphic warnings on tobacco products, despite the fact that the President is a smoker.
  15. GOVERNMENT MOBILIZATION Aims at eliciting the cooperation of service providers and other government organizations which can provide direct or indirect support to the program. Government mobilization aims at informing and enlisting the cooperation and help of service providers and other government organizations that can provide direct or indirect support. Please take note that this is different from Political mobilization, because government mobilization targets the management aspect of the government, while political mobilization is more on dealing with the leadership aspect of the government.
  16. The local health board in the LGUs is an example of government mobilization. In this setup, the mayor or governor serves as the Board Chair, and not the municipal or provincial MD.
  17. COMMUNITY MOBILIZATION Aims at gaining the commitment of local political, religious, social, and traditional leaders, as well as local government agencies, non-governmental organizations (NGOs), women’s groups and cooperatives.
  18. Know your community well, and understand their problems and their needs. Be aware of existing health beliefs and practices that exist in the community. Always listen to community members carefully. Do not rapidly introduce new interventions that are different from existing practices and beliefs. Take gradual steps to introduce such practices.
  19. Try to analyze community dynamics and adjust to each situation. Involve the entire community in the program right from the beginning. Give respect and importance to negative experiences of the community, if any, and try to minimize the negative feelings verbally and in your actions.
  20. CORPORATE MOBILIZATION Aims at securing the support of national or international companies in promoting development goals, either by contributing needed resources or carrying out the advertising function. It aims at securing the support of national or international companies in promoting appropriate goals, either through the contribution of resources or the carrying of appropriate messages as a part of their advertising or product labelling.
  21. Refers to operating a business in a manner that accounts for the social and environmental impact created by the business. commitment to developing policies that integrate responsible practices into daily business operations reporting on progress made toward implementing these practices.
  22. BENEFICIARY MOBILIZATION Involves informing and motivating the program beneficiaries through trainings, establishment of community groups, and communication through traditional and mass media.
  23. Is an important component of social mobilization which involves “convincing, persuading, and motivating individuals and entities” that there is a problem and that there are appropriate policies and strategies which could be adopted for solving such a problem. (Valdecanas, et al., 1996).
  24. Two words constantly associated with advocacy efforts: (1) Policy support; and (2) Resource generation.
  25. Advocacy is different from activism, as shown in this diagram. The key word here is suggesting, for the advocacy, vs acting, which is more of an action in activism.
  26. Lynda L. West, Stephanie Corbey, Arden Boyer-Stephens, and Bonnie Jones, et al. (1999)
  27. Its activities main purpose is the generation of information or release of ready-made information and distribution through all available communication methods (Heffner 1998). Should not be regarded as a “mere information campaign or communication project but a long-term program built into the sectoral programs of a community” (Stuart 1995).
  28. Entertainment - has also been used for educational purposes. Songs, radio and TV shows/plugs, serial dramas or soap operas, and the like were proven to be helpful in making developmental messages more appealing to the general public (Piotrow, et al. 1997). Enter-Educate Approach - Involves activities that entertain and educate simultaneously.
  29. Aims to “empower local leaders, parents, families, groups, and the whole community.” (Stuart 1995) Basic element in mobilization at the grassroots level.
  30. Source: Mercy Corps’ Guide to Community Mobilization Programing
  31. Can be directed both towards the program implementers themselves and towards the beneficiaries/intended audience. Use to enhance “people’s knowledge, appreciation of, and skills in advocacy, mobilization, and community organizing of people empowerment” (Stuart 1995).
  32. The “common thread” that runs through all the other socmob elements (Valdecanas, et al. 1996). Adds to the success of any mobilization activity by identifying those who can “actually and potentially act on the problem” and establishing close collaboration with them (Stuart 1995).
  33. It is a socmob component strategy which measures the “efficiency of program implementation and the effectiveness of the strategies taken in achieving defined goals” (Stuart 1995). The meter stick used for periodic checks on the progress of the program as it moves towards its ultimate goals.
  34. It is a socmob component strategy which measures the “efficiency of program implementation and the effectiveness of the strategies taken in achieving defined goals” (Stuart 1995). The meter stick used for periodic checks on the progress of the program as it moves towards its ultimate goals.
  35. Three Types of Evaluation (The Sixth Training 1996) Formative Evaluation On-going Evaluation Summative Evaluation
  36. “Advocacy ensures the continuation of support. IEC sustains the awareness of the problems and solutions. CO allows the community to unify and seek solutions to problems. Training maintains the commitment and cooperation of program implementers as it integrates new techniques and approaches in the solution. Alliance building identifies relevant individuals and groups who can contribute to the achievement of the goals of the program. Monitoring and evaluation shows us how to improve our techniques. It gives us the feedback we need --- are we solving the problem or not.”
  37. The cornerstone of the program is an award winning educational curriculum developed with an international advisory board and translated into 30 languages. Delivered in partnerships with teachers, the curriculum includes instructions on how to brush and floss and the other keys to maintaining healthy teeth and gums. The program is supported by engaging games and videos that educate and entertain children. Distribution of a free tube of toothpaste and a toothbrush -- sometimes a child's first brush — is an important part of the program. In the Philippines, Colgate adapted at Bright Smiles, Bright Futures™ Program as its flagship Corporate Social Responsibility Program. It has partnered with the Department of Education and Philippine Association of Dental Colleges to implement oral health projects that benefit Filipino children all over the archipelago. For more than 10 years, Colgate, the Department of Education and various dental associations worked hand-in-hand to provide oral health awareness education and dental services to public school children nationwide. The oral health education and awareness campaign includes the following efforts: Developing of oral health education and materials that have been integrated in the curriculum Providing of oral health materials such as posters, oral care kits, and toothbrush holders to public school children Mounting exciting events such as the Dr. Rabbit School Tour, Poster Making Contests and exciting tooth brushing drills and campaign nationwide. Celebrating the National Dental Health Month every February. Involving the media to amplify oral health campaign to reach more people nationwide. Beyond its commitment to oral health education, Colgate Philippines has also provided oral health services to public school children in their respective communities. To date the program has reached close to 35 million public children nationwide.