social mobilization
TRANSCRIPT
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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Credits: 1) Social Mobilization Strategies (Mark Joenel Castillo, Slideshare) 2) Social Mobilization (Jeriel Reyes De Silos, Slideshare)