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Social mobilization

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Social mobilization

  1. 1. SOCIAL MOBILIZATION Jeriel Reyes De Silos, MD, MPM CM3, DLSHSI College of Medicine
  2. 2. What is Social Mobilization? • Mobilization - a Military terminology • To Mobilize = prepare forces for action
  3. 3. Social Mobilization • A process of motivating communities to organize in a cohesive group for an active participation towards their own development
  4. 4. Social Mobilization • An integrative process where stakeholders are stimulated to become active participants in social change, using diverse strategies to meet shared goals
  5. 5. Social Mobilization • A comprehensive planning approach that emphasizes – Political coalition building – Community action (UNICEF, 1993; Wallack, 1989)
  6. 6. Social Mobilization • The process is concerned with mobilizing human and financial resources through five main approaches: 1. Political Mobilization 2. Community Mobilization 3. Government Mobilization 4. Corporate Mobilization 5. Beneficiary Mobilization
  7. 7. POLITICAL MOBILIZATION
  8. 8. 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
  9. 9. 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/scale rs-series-l-is-for-lobbying.html
  10. 10. COMMUNITY MOBILIZATION
  11. 11. 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.
  12. 12. 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.
  13. 13. 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.
  14. 14. GOVERNMENT MOBILIZATION
  15. 15. 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.
  16. 16. Government Mobilization Local 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
  17. 17. CORPORATE MOBILIZATION
  18. 18. 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.
  19. 19. 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.
  20. 20. The CSR Pyramid
  21. 21. BENEFICIARY MOBILIZATION
  22. 22. 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)
  23. 23. 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.
  24. 24. 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.
  25. 25. KEY ELEMENTS OF SOCIAL MOBILIZATION
  26. 26. Key Elements of Social Mobilization 1. partnership building and networking 2. community participation 3. media and special events to raise public awareness 4. advocacy to mobilize resources and effect policy change
  27. 27. 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
  28. 28. Community Participation • Participation is about meeting the interests of the whole community. • Takes into consideration the different experiences, needs and capabilities of various groups
  29. 29. Levels of Participation Source: Mercy Corps’ Guide to Community Mobilization Programing
  30. 30. Mass Media • A communication medium—whether written, broadcast, or spoken—that reaches a large audience.
  31. 31. Mass Media - Influence • Public understanding • how much attention people will pay • which actions individuals or communities are likely to take.
  32. 32. (w/ permission from Dr Iris Isip-Tan )
  33. 33. • 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.
  34. 34. Levels of Advocacy Lynda L. West, Stephanie Corbey, Arden Boyer-Stephens, and Bonnie Jones, et al. (1999)
  35. 35. Questions???
  36. 36. SOCIAL MARKETING
  37. 37. Maslow’s Hierarchy of Needs
  38. 38. Needs Vs. Wants • Theoretically, people buy to satisfy certain needs • But why do we prefer one brand instead of other brands?
  39. 39. Cellphone Communication
  40. 40. 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)
  41. 41. 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
  42. 42. 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
  43. 43. Source: http://www.audiencecommunications.com/social-marketing
  44. 44. 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
  45. 45. 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
  46. 46. 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.
  47. 47. 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.
  48. 48. 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.)
  49. 49. Questions???

Hinweis der Redaktion

  • 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.
  • Next is the Corporate Mobilization.
  • 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.
  • One approach under the corporate mobilization is through the so-called corporate social responsibility.

    It refers to operating a business in a manner that accounts for the social and environmental impact created by the business.
    It can be in the form of:
    --commitment to developing policies that integrate responsible practices into daily business operations
    --as well as in reporting on progress made toward implementing these practices.
  • It is further explained by the CSR pyramid. And as shown in the picture, the CSR pyramid is composed of 4 responsibilities.
  • Beneficiary mobilization aims at informing and motivating the program beneficiaries through training programs, the establishment of community groups and communication through traditional and mass media
    Example: Pantawid Pamilyang Pilipino Program
  • Partnership Building and Networking relies on the concept of “Synergy” – more than the sum of its parts
    Identification of key stakeholders is the most important activity under this.
  • Social marketing can help you to change the behavior of the consumers or the patients or communities.

    You can use it to:
    1) educate people through information campaigns.
    2) design innovative methods, ideas and even policies.
    3) it can help you exert a certain level of control to certain health practices by imposing limitations
    4) Social marketing can help you support or reinforce positive behaviors, or even to empower change.

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