Social mobilizationBy Deo ODIE

Outline

By the end of this session, the participant should be able to;

a. Identify an appropriate strategy tool for use when need be

b. Have gained skills to articulately employ the various strategies.

c. Think of other plausible strategies available and at their disposal

Introduction: Social MobilizationCommunity mobilization has been active in

Africa especially within rural and urban centres.It is a process of sensitizing populations on issues which need primacy, extra emphasis laced with a call to action.Across the region, it is NGOs and other activists that have taken up the role to champion campaigns, advocacy events and such-like activities for the public.Mobilizers however, would be more effective if provided with training, additional communication materials, particularly in more remote areas.

Social MobilizationFor mobilization to be effective, messages need to be tailored to more specific audiences, including:

Women, Faith Leaders, Business Leaders, Village Elders, Young Men e.t.c

Would-be social mobilizers need to identifyA.potential target audiences for mobilization;B.for each target audience, do-able, yes-able actions or interventions they can take to support the campaign e.g. on children’s literacy; &C.for each target audience, cost-effective communication tools that clearly explain how to take those actions.

Social mobilization: why is everyone talking about it?

An education crisis is calling for extraordinary measures.

Governments have resource limitations must mobilize additional resources to scale up.

Sustainable scaling up commitment by broader group of stakeholders

Social mobilization: two types

Mass mobilization Very large scale, often national Involves services of professional mass marketing

firm

Community mobilization Usually involves a change agent

organizing/mobilizing at the community level Often involves civil society organizations working

at the grassroots/school level

Community stakeholder engagement CBOs Community heads Youth leaders Market women Artisans and craftmen Health workers e.t.c

Tools for mobilization

Campaigns Sensitisation programs Trainings Talks Music events Drama -Skills building for peer education

Evaluate each audience separately: What will be

your message? What value will you tap into? (YES-able)

What misperceptions will you have to overcome? (DO-able)

What is the simplest thing you can ask them to do?

For Specific Groups,….

1. a. What is your goal?

b. Who are your decision-makers?

2. b. What do you need communication for?

3. a. Pick your audience.

b. What are they thinking? (Who will do focus groups?)

c. What is the message for this audience?

c.1. What can this audience do individually?

d. Who will be the messenger? (What is the private sector role?)

4.* Tactics 5.* How will you measure success?

Social mobilization & communications Communications media:

radio & TV announcements billboards and posters advertisements in newspapers contests, festivals adult literacy materials and newsletters

Lots of success in public health, only a few successes in education

Why Social Mobilization?

We are looking towards achieving the following outcomes:

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Soc. Mob StrategiesPeer to Peer/One- on- OneAssociate MobilizersHealth Talk ForumsWalk-InsWorkplace InterventionInterventions with WomenDistribution of IEC materials (Booklets)Video Den Intervention Sporting Activities e.g WrestlingEducational Road ShowsCommunity StrategyRadio Programs

Health TalksWhen doing a Health talk, the following must be considered;

A Clinician must be present to respond to queriesIEC posters for pasting (upto 5)IEC Booklets for distribution (depending on availability)Condoms for demonstration and distributionPenile/Vaginal modelA list of participants of the health talk session

Barriers to soc mobilization efforts

• Culture• Age bracket or difference• Language used• Irrelevance of the message• Use of deep vocabulary/Technical jargon• Presentation – How the sender is dressed, poses or

mannerism• Environment• Sitting arrangement• Negative audience• Bad timing for the message

Crafting communication tools1. Start with strategy, end with tactics.

Strategy = select goal + identify decision maker + select target audiences + identify messages + select tactics/media

Crafting communication tools

2. Make hard choices.

3. Tailor the communication to the audience.

Any Questions?

Thanks