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

1. SOCIAL MOBILIZATION
Jeriel Reyes De Silos, MD, MPM
CM3, DLSHSI College of Medicine

2. What is Social Mobilization?
• Mobilization -
a Military
terminology
• To Mobilize =
prepare forces
for action

3. Social Mobilization
• A process of
motivating
communities to
organize in a
cohesive group
for an active
participation
towards their
own
development

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. Social Mobilization
• A comprehensive planning approach that
emphasizes
– Political coalition building
– Community action
(UNICEF, 1993; Wallack, 1989)

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. POLITICAL MOBILIZATION

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. 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

12. COMMUNITY MOBILIZATION

13. 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.

14. 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.

15. 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.

16. GOVERNMENT MOBILIZATION

17. 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.

18. 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

19. CORPORATE MOBILIZATION

20. 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.

21. 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.

22. The CSR Pyramid

23. BENEFICIARY MOBILIZATION

24. 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)

25. 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.

26. 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.

27. KEY ELEMENTS OF
SOCIAL MOBILIZATION

28. 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

29. 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

30. Community Participation
• Participation is about meeting the interests of
the whole community.
• Takes into consideration the different
experiences, needs and capabilities of various
groups

31. Levels of Participation
Source: Mercy Corps’ Guide to Community
Mobilization Programing

32. Mass Media
• A communication medium—whether written,
broadcast, or spoken—that reaches a large
audience.

33. Mass Media - Influence
• Public
understanding
• how much
attention people
will pay
• which actions
individuals or
communities are
likely to take.

35. (w/ permission from Dr Iris Isip-Tan )

36. • 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.

38. Levels of Advocacy
Lynda L. West, Stephanie Corbey, Arden Boyer-Stephens, and Bonnie
Jones, et al. (1999)

40. Questions???

41. SOCIAL
MARKETING

43. Maslow’s Hierarchy of Needs

45. Needs Vs. Wants
• Theoretically, people buy to satisfy certain
needs
• But why do we prefer one brand instead of
other brands?

46. Cellphone
Communication

47. 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)

48. 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

49. 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

50. Source: http://www.audiencecommunications.com/social-marketing

51. 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

52. 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

53. 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.

54. 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.

55. 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.)

58. Questions???