social mobilization

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 companies

4

…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.

PM

GM

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

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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)