2. Social Mobilization
by Sherwin B. Manual
Information and Advocacy Specialist
Mindanao Rural Development Program
3. Outline
• Social Mobilization
– Definition
– Elements
– Soc Mob in Action
• Communications Networking
– Functions of Network
– Successful Networking
4. What is Social Mobilization?
It is used to describe a
comprehensive planning approach
that emphasizes political coalition
building and community action
(UNICEF 1993, Wallack 1989)
5. What is Social Mobilization?
The process of bringing together all
feasible and practical inter-sectoral and
social allies
to raise people’s awareness of the demand for
a particular development program;
to assist in the delivery of resources and
services; and
to strengthen community participation for
sustainability and self-reliance (McKee, 1992)
6. What is Social mobilization?
The act of rallying together
as many social allies
– government leaders, non-government
organizations, civil society, business
sector own and support certain
development program.
7. Social Mobilization
• Mobilization is a process through which
community members become aware of a
problem, identify the problem as a high
priority for community action, and decide
steps to take action (Thompson and
Pertschuk 1992).
8. Social Mobilization
• Central to social mobilization interventions
is empowerment or the process through
which individuals or communities take
direct control over their lives and
environment (Minkler 1990).
9. Elements of social mobilization
• Advocacy
• Information, Education and
Communication (IEC)
• Community Organization
• Capacity Building
• Monitoring and evaluation
• Networking and Alliance Building
10. Soc Mob in Action
The situation
• San Aquilino is a
third class
municipality in
Davao Oriental. It
lies along the
coastal area. The
main source of
income is fishing.
11. The Idea
Mayor Mando intends to
protect the town’s mangrove
forest.
He summons the MENRO and
the Municipal Planning and
Development Officer to
present with options.
The MENRO and MPDO
suggest that they take the
Natural Resources
Management of MRDP.
12. The Machinery
• The MENRO
approaches Ka
Nonoy, the head of
San Aquilino’s MAFC
to propose the idea.
Ka Nonoy calls a
meeting of the MAFC
the following
Saturday.
13. The Sales Pitch
In the meeting, the
MENRO discusses the
features of the Natural
Resources
Management.
He explains how, fish
sanctuary and mangrove
rehabilitation along with
the possible alternative
livelihood could improve
and sustain their income.
14. The Task force
Among those who attended the
meeting are: Mang Ben, a
fisherfolk leader; Mrs. Bella,
school principal and head of
the mother’s club. Mr. Danilo
head of K of C; Brgy, Capt.
Sonny; Ka Andres, rebel
returnee; and Ms. Malou
NGO leader.
They form of the SocMob Task
Force.
15. The Moves
The Move (1)
The task force moves swiftly the
following day.
Based on materials provided by
Menro. Ms. Malou prepares a
wall newspaper on NRM and
materials for mangrove
protection .
Brgy. Capt. Sonny enjoins his
council to push for advocacy
through announcements like
“rekoreda and purok meetings”
16. The Move 2
• Ka Nonoy and the MPDC
discuss with Mayor
Mando as to how the
people can be organized
and draw support from
the community. They also
discuss the financial
management of the
project to properly
implement it.
17. The Move (3)
• Mang Ben spread the word to
his fellow fishermen in
informal pulong-pulongs. He
meets with his coop with staff
to see how operations can be
modified to accommodate the
possible livelihood projects in
the project. He xeroxes
materials form the MENRO
and distributes these to his
friends and neighbors.
18. The move 4
• Mr. Danilo solicited the
support of the parish
priest who devoted his
sermons for the next two
months on the
importance and the God-
given responsibilities of
the people to protect and
conserve the
environment.
19. The Move 5
• For her part Mrs. Bella requests
her Agriculture and Science
teachers to prepare a short
lesson plan on protecting the
environment and sustainable
agricultural practices for their
high school students with
instructions to talk to their
parents about it.
• She begins to organize a coastal
visit and clean-up in two months
to reinforce the lessons of the
teachers.
20. The move 6
• In the meantime, Ka
Andres sends feelers to
his former comrades in
the hills not to derail but
rather support their
program in the upland
and coastal areas.
21. The move (7)
• The Task force,
as a whole,
encouraged
their respective
sectors to rally
behind the aims
and objectives
of the NRM
projects.
22.
23. Communication
Networking
by Sherwin B. Manual
Information and Advocacy Specialist
Mindanao Rural Development Program
24. Understanding Networking
• Network – is a group of individuals or
institutions linked together because of a
commitment to collaborate in solving a
common problem or set of problems and to
use existing resources more effectively.
25. Understanding Networking
Networking is a rational approach to
maximize the resources and concerned
entities involved in the communication
plan.
Avoids duplication of efforts and
strengthens weaknesses
26. Functions of Networks
Individuals or organizations network to:
• Identify, address, and solve a common
problem;
• Provide general support (technical &
financial/resources for their programs/activities);
• solidify partnerships, reduce isolation, and
allow interaction
27. Traits of Successful Networks
• a well-defined theme or strategy
• an important, widely shared objectives
or problem;
• a strong and effective coordination;
• a strong education and training;
28. Traits of Successful Networks
• a strong membership support
(commitment of funds, resources, &
staff, strong interest served);
• flexibility outside funding
29. Personnel Mass Com Mass Com
Expertise Technology/ Equipment/
Program Technology
Regional Writer, Newsletter Printer, Camera
Office Videographer
Province Radio Radio Program Camera
Broadcaster Radio station
Municipality Cameraman, Bulletin Board Camera
Speech writer
