Social mobilization

SOCIAL MOBILIZATIONJeriel Reyes De Silos, MD, MPMCM3, 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 towards their own development

Social Mobilization

• An integrative process where stakeholders are stimulated to become active participants in social change, using diverse strategies to meet shared goals

Social Mobilization

• A comprehensive planning approach that emphasizes– Political coalition building– Community action

(UNICEF, 1993; Wallack, 1989)

Social Mobilization

• The process is concerned with mobilizing human and financial resources through five main approaches:1. Political Mobilization2. Community Mobilization3. Government Mobilization4. Corporate Mobilization5. Beneficiary Mobilization

POLITICAL MOBILIZATION

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

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/scalers-series-l-is-for-lobbying.html

COMMUNITY MOBILIZATION

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.

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.

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.

GOVERNMENT MOBILIZATION

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.

Government MobilizationLocal 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

CORPORATE MOBILIZATION

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.

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.

The CSR Pyramid

BENEFICIARY MOBILIZATION

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)

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.

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.

KEY ELEMENTS OFSOCIAL MOBILIZATION

Key Elements of Social Mobilization

1. partnership building and networking2. community participation3. media and special events to raise public

awareness4. advocacy to mobilize resources and effect

policy change

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

Community Participation

• Participation is about meeting the interests of the whole community.

• Takes into consideration the different experiences, needs and capabilities of various groups

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 communities are likely to take.

(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 issues related to health, however that community is defined or formed.

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 brands?

Cellphone

Communication

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)

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

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

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

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

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

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.

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.

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.)

Questions???