Social Mobilization
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Social Marketing and Social Mobilization I believe these two work together. This presentation also includes references. Credits to: Jeriel Reyes De Silos and Mark Joenel Castillo Allen
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Social Mobilization
- 6. Social Marketing health cardiovascular disease reduction family planning HIV prevention malaria control Social Mobilization
- 10. insight into problems/solutions indigenous knowledge communication channels products and services distribution sustainable solutions.
- 11. not-broader viewpoints no opportunity costs conflict among stakeholders. unmatched donor or agency challenging move
- 12. These are skills many social marketers are in need of learning.
- 16. Winning a battle depends heavily on how a tactician maneuvers his forces.
- 19. Not only try. Do.
- 22. Me dia
- 23. Regional Leaders
- 24. Local Leader
- 27. Program Planners
- 29. National Policy Makers Me dia Regional Leaders Local Leader Service Providers Program Administrators Program Planners Parents/Family Members
- 31. Political Mobilization political and policy commitment 1
- 34. Lobbying an attempt to influence decisions may lead to power struggles favoring one alienates the other
- 37. Government Mobilization cooperation between service providers and government organizations 2
- 40. 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
- 41. 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
- 42. 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
- 43. what needs and problems are what practice exists in the community what community members say what practices to introduce
- 44. what is community dynamics what and who to involve what negative needs importance what negative to minimize
- 45. Corporate Mobilization support from national or international companies4
- 47. …accounts for the social and environmental impact created by the business
- 48. 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
- 49. Beneficiary Mobilization informing and motivating the program beneficiaries 5
- 50. 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.
- 51. 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.
- 52. PMGM ComM CorM BM
- 53. Component Strategies in Social Mo bilization
- 54. Advocacy persuading, convincing and motivating individuals and entities 1
- 55. Two constantly associated with advocacy efforts: (1) policy support; and (2) resource generation.
- 58. 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.
- 59. Information, Education and Communication (IEC) generation of information or release of ready-made information and distribution through all available communication methods 2
- 60. Entertainment - has also been used for educational purposes. Enter-Educate Approach - involves activities that entertain and educate simultaneously
- 61. 9 Ps of EnterEducate (Piotrow, 1994) through rapidly spreading mass media pervasive
- 62. 9 Ps of EnterEducate (Piotrow, 1994) people seek entertainment popular
- 63. 9 Ps of EnterEducate (Piotrow, 1994) depicting the private lives of the characters personal
- 64. 9 Ps of EnterEducate (Piotrow, 1994) participate in entertainment participatory
- 65. 9 Ps of EnterEducate (Piotrow, 1994) invoking intense emotions passionate
- 66. 9 Ps of EnterEducate (Piotrow, 1994) through audience identification with characters persuasive
- 67. 9 Ps of EnterEducate (Piotrow, 1994) since the talent and delivery infrastructure already exists practical
- 68. 9 Ps of EnterEducate (Piotrow, 1994) entertainment pays its way, can generate profits and promote careers, and is cost-effective profitable
- 69. 9 Ps of EnterEducate (Piotrow, 1994) messages change attitudes proven effective
- 70. “Sing and the world sing with you. Lecture and you lecture alone.”
- 71. Community Organizing empowering the whole community encouraging community participation recognizing a problem and place a solution 3
- 73. Training/Capability Building … towards the beneficiaries/intended audience …develop competences …sustain socmob process 4
- 74. Networking and Alliance Building …common thread running through the process …synergy matters 5
- 75. Monitoring and Evaluation …measure the efficiency of program implementation and the effectiveness of the strategies taken 6
- 76. 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
- 77. 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
- 78. 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
- 83. 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.
- 84. 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.
- 86. 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
- 87. 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
- 88. 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
- 89. 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.
- 90. 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
- 96. 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
- 100. 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)
Notes de l'éditeur
- 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.
- 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.
- 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.
- 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.
- 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.
- 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
- 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.
- 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.
- winning a battle depends heavily on how a tactician maneuvers his forces.
- Mobilization - a Military terminology To Mobilize = prepare forces for action
- Mobilization - a Military terminology To Mobilize = prepare forces for action
- 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
- 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.
- Through intensive lobbying, the President signed the law for graphic warnings on tobacco products, despite the fact that the President is a smoker.
- 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.
- 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.
- 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.
- 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.
- 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.
- 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.
- 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.
- BENEFICIARY MOBILIZATION Involves informing and motivating the program beneficiaries through trainings, establishment of community groups, and communication through traditional and mass media.
- 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).
- Two words constantly associated with advocacy efforts: (1) Policy support; and (2) Resource generation.
- 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.
- Lynda L. West, Stephanie Corbey, Arden Boyer-Stephens, and Bonnie Jones, et al. (1999)
- 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).
- 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.
- Aims to “empower local leaders, parents, families, groups, and the whole community.” (Stuart 1995) Basic element in mobilization at the grassroots level.
- Source: Mercy Corps’ Guide to Community Mobilization Programing
- 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).
- 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).
- 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.
- 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.
- Three Types of Evaluation (The Sixth Training 1996) Formative Evaluation On-going Evaluation Summative Evaluation
- “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.”
- 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.