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SOCIAL MOBILIZATION
Jeriel Reyes De Silos, MD, MPM
CM3, DLSHSI College of Medicine
What is Social Mobilization?
• Mobilization -
a Military
terminology
• To Mobilize =
prepare forces
for action
Social Mobilization
• A process of
motivating
communities to
organize in a
cohesive group
for an active
participation
towa...
Social Mobilization
• An integrative
process where
stakeholders are
stimulated to
become active
participants in social
cha...
Social Mobilization
• A comprehensive planning approach that
emphasizes
– Political coalition building
– Community action
...
Social Mobilization
• The process is concerned with mobilizing
human and financial resources through five
main approaches:...
POLITICAL MOBILIZATION
Political Mobilization
• Aims at winning political and policy
commitment for a major goal and the
necessary resource alloc...
Lobbying
• An attempt to
influence the
decisions of the
politicians
• May lead to“power
struggles”
• Favoring one lobby
gr...
COMMUNITY MOBILIZATION
Community Mobilization
• Aims at informing and gaining the
commitment of community leaders as well as
local government age...
Tips On Community Mobilization
1. Know your community well,
and understand their problems and their needs.
2. Be aware of ...
Tips On Community Mobilization
5. Try to analyze community dynamics and
adjust to each situation.
6. Involve the entire co...
GOVERNMENT MOBILIZATION
Government Mobilization
Aims at informing
and enlisting the
cooperation and help
of service providers
and other
government...
Government Mobilization
Local Health Board
• RA 7160, Sec 102
• Headed by the Local Chief
Executive
• Other members
– Muni...
CORPORATE MOBILIZATION
Corporate Mobilization
• aims at securing the support of national or
international companies in promoting
appropriate goal...
Corporate Social Responsibility (CSR)
• Refers to operating a business in a manner
that accounts for the social and enviro...
The CSR Pyramid
BENEFICIARY MOBILIZATION
Beneficiary Mobilization
• Aims at informing and motivating the program
beneficiaries through training programs, the
estab...
Pantawid Pamilyang Pilipino Program
(4Ps)
Patterned after the conditional cash transfer
scheme implemented in other develo...
Pantawid Pamilyang Pilipino Program
(4Ps)
To avail of the cash grants beneficiaries should comply with
the following condi...
KEY ELEMENTS OF
SOCIAL MOBILIZATION
Key Elements of Social Mobilization
1. partnership building and networking
2. community participation
3. media and special...
Partnership Building and Networking
• “Synergy” – more than the sum of its parts
• Identification of key stakeholders
• St...
Community Participation
• Participation is about meeting the interests of
the whole community.
• Takes into consideration ...
Levels of Participation
Source: Mercy Corps’ Guide to Community
Mobilization Programing
Mass Media
• A communication medium—whether written,
broadcast, or spoken—that reaches a large
audience.
Mass Media - Influence
• Public
understanding
• how much
attention people
will pay
• which actions
individuals or
communit...
(w/ permission from Dr Iris Isip-Tan )
• The act or process of
supporting a cause or
proposal
• Community health
advocacy entails advocacy
by a community around
...
Levels of Advocacy
Lynda L. West, Stephanie Corbey, Arden Boyer-Stephens, and Bonnie
Jones, et al. (1999)
Questions???
SOCIAL
MARKETING
Maslow’s Hierarchy of Needs
Needs Vs. Wants
• Theoretically, people buy to satisfy certain
needs
• But why do we prefer one brand instead of
other bra...
Cellphone
Communication
What Is Social Marketing?
• “…A process for influencing human behavior
on a large scale, using marketing principles for
th...
What Social Marketing is Not?
• Not social advertising
• Not driven by organizational expert’s agendas
• Not promotion or ...
Social Marketing Concepts
• The ultimate objective of marketing is to
influence action or change behavior
• Action is unde...
Source: http://www.audiencecommunications.com/social-marketing
Social Marketing Concepts
• INDIRECT MARKETING
– mass advertising and promotions
– special mass events and campaigns
• DIR...
Social Marketing Concepts
• It uses various conceptual tools, such as:
– market segmentation
– consumer research
– product...
Social Marketing Concepts
The PROPONENT (sponsoring agency) pursues
the change goals in the belief that they will
contribu...
Social Marketing Concepts
POSITIONING defines the fit between the social
product and what target acceptors want/need in
or...
Social Marketing Concepts
• SOCIAL PRODUCT
– IDEA (belief, attitude, value)
– PRACTICE (behavior, action)
– PRODUCT/TANGIB...
Questions???
Social mobilization
Social mobilization
Social mobilization
Social mobilization
Social mobilization
Social mobilization
Social mobilization
Social mobilization
Social mobilization
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Social mobilization

Special thanks to:
Dr. Iris Isip-Tan
Prof. Jonas Soriano

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Social mobilization

  1. 1. SOCIAL MOBILIZATION Jeriel Reyes De Silos, MD, MPM CM3, DLSHSI College of Medicine
  2. 2. What is Social Mobilization? • Mobilization - a Military terminology • To Mobilize = prepare forces for action
  3. 3. Social Mobilization • A process of motivating communities to organize in a cohesive group for an active participation towards their own development
  4. 4. Social Mobilization • An integrative process where stakeholders are stimulated to become active participants in social change, using diverse strategies to meet shared goals
  5. 5. Social Mobilization • A comprehensive planning approach that emphasizes – Political coalition building – Community action (UNICEF, 1993; Wallack, 1989)
  6. 6. Social Mobilization • The process is concerned with mobilizing human and financial resources through five main approaches: 1. Political Mobilization 2. Community Mobilization 3. Government Mobilization 4. Corporate Mobilization 5. Beneficiary Mobilization
  7. 7. POLITICAL MOBILIZATION
  8. 8. Political Mobilization • Aims at winning political and policy commitment for a major goal and the necessary resource allocations to realize that goal. • Primary method – lobbying
  9. 9. Lobbying • An attempt to influence the decisions of the politicians • May lead to“power struggles” • Favoring one lobby group may alienate another (opposing) lobby group http://deionline.blogspot.com/2011/05/scale rs-series-l-is-for-lobbying.html
  10. 10. COMMUNITY MOBILIZATION
  11. 11. Community Mobilization • Aims at informing and gaining the commitment of community leaders as well as local government agencies, Nongovernmental organizations(NGOs), women's groups and cooperatives.
  12. 12. Tips On Community Mobilization 1. Know your community well, and understand their problems and their needs. 2. Be aware of existing health beliefs and practices that exist in the community. 3. Always listen to community members carefully. 4. Do not rapidly introduce new interventions that are different from existing practices and beliefs. Take gradual steps to introduce such practices.
  13. 13. Tips On Community Mobilization 5. Try to analyze community dynamics and adjust to each situation. 6. Involve the entire community in the program right from the beginning. 7. Give respect and importance to negative experiences of the community, if any, and try to minimize the negative feelings verbally and in your actions.
  14. 14. GOVERNMENT MOBILIZATION
  15. 15. 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.
  16. 16. Government Mobilization Local Health Board • RA 7160, Sec 102 • 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
  17. 17. CORPORATE MOBILIZATION
  18. 18. Corporate Mobilization • 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.
  19. 19. Corporate Social Responsibility (CSR) • 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.
  20. 20. The CSR Pyramid
  21. 21. BENEFICIARY MOBILIZATION
  22. 22. Beneficiary Mobilization • Aims at informing and motivating the program beneficiaries through training programs, the establishment of community groups and communication • Example: Pantawid Pamilyang Pilipino Program (4Ps)
  23. 23. Pantawid Pamilyang Pilipino Program (4Ps) Patterned after the conditional cash transfer scheme implemented in other developing countries, the Pantawid Pamilya provides cash grants to beneficiaries provided that they comply with the set of conditions required by the program.
  24. 24. Pantawid Pamilyang Pilipino Program (4Ps) To avail of the cash grants beneficiaries should comply with the following conditions: 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.
  25. 25. KEY ELEMENTS OF SOCIAL MOBILIZATION
  26. 26. Key Elements of Social Mobilization 1. partnership building and networking 2. community participation 3. media and special events to raise public awareness 4. advocacy to mobilize resources and effect policy change
  27. 27. Partnership Building and Networking • “Synergy” – more than the sum of its parts • Identification of key stakeholders • Stakeholder - group, organization, member or system who affects or can be affected by government policies and actions
  28. 28. Community Participation • Participation is about meeting the interests of the whole community. • Takes into consideration the different experiences, needs and capabilities of various groups
  29. 29. Levels of Participation Source: Mercy Corps’ Guide to Community Mobilization Programing
  30. 30. Mass Media • A communication medium—whether written, broadcast, or spoken—that reaches a large audience.
  31. 31. Mass Media - Influence • Public understanding • how much attention people will pay • which actions individuals or communities are likely to take.
  32. 32. (w/ permission from Dr Iris Isip-Tan )
  33. 33. • The act or process of supporting a cause or proposal • Community health advocacy entails advocacy by a community around issues related to health, however that community is defined or formed.
  34. 34. Levels of Advocacy Lynda L. West, Stephanie Corbey, Arden Boyer-Stephens, and Bonnie Jones, et al. (1999)
  35. 35. Questions???
  36. 36. SOCIAL MARKETING
  37. 37. Maslow’s Hierarchy of Needs
  38. 38. Needs Vs. Wants • Theoretically, people buy to satisfy certain needs • But why do we prefer one brand instead of other brands?
  39. 39. Cellphone Communication
  40. 40. What Is Social Marketing? • “…A process for influencing human behavior on a large scale, using marketing principles for the purpose of societal benefit rather than commercial profit.” (W. Smith, Academy for Educational Development)
  41. 41. What Social Marketing is Not? • Not social advertising • Not driven by organizational expert’s agendas • Not promotion or media outreach only • Not about coercing behaviors – through punishment • Not a “one approach” model
  42. 42. Social Marketing Concepts • The ultimate objective of marketing is to influence action or change behavior • Action is undertaken whenever target audiences believe that the benefits they receive will be greater than the costs they incur
  43. 43. Source: http://www.audiencecommunications.com/social-marketing
  44. 44. Social Marketing Concepts • INDIRECT MARKETING – mass advertising and promotions – special mass events and campaigns • DIRECT MARKETING – focused presentations – direct mail – personalized calls – face to face interaction
  45. 45. Social Marketing Concepts • It uses various conceptual tools, such as: – market segmentation – consumer research – product concept development and testing – directed communications – facilitation – incentives – exchange theory
  46. 46. Social Marketing Concepts The PROPONENT (sponsoring agency) pursues the change goals in the belief that they will contribute to the individual/s’ or society’s best interests.
  47. 47. Social Marketing Concepts POSITIONING defines the fit between the social product and what target acceptors want/need in order to satisfy the needs and do better than others.
  48. 48. Social Marketing Concepts • SOCIAL PRODUCT – IDEA (belief, attitude, value) – PRACTICE (behavior, action) – PRODUCT/TANGIBLE OBJECT (e.g., contraceptives, fortified food and drinks, environmental friendly materials, etc.)
  49. 49. Questions???

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