Professional Documents
Culture Documents
References: (1) Rafaelita A. Ong, DrPH Health Promotion Consultant, DOH (2) Family Health Communication, JHU-CCP, 1994 (3) Dr. Ofelia Valdecanas, UNICEF-PIA, 1990 (4) Dr. Fernando Sison, DHPA, CPH, UPM (5) DSWDs Pantawid sa Pamilyang Pilipino Program
3:00 Introduction: Demand Creation 3:15 Social Mobilization and Advocacy 4:00 Social Marketing 4:30 Demand-Side Financing: CCT and DSWDs 4Ps
Supply Curve
Equilibrium point
Demand Curve
Q
Market Failure
A situation in which a market fails to produce the socially optimal level of output.
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Types of Government Intervention Inform, educate and communicate; regulate; mandate; finance; provide or deliver; MOBILIZE AND ADVOCATE
Definition
What is Social Mobilization? The Regional Framework for Health Promotion cites three sets of health promotion action:
Education Advocacy Social mobilization
Social mobilization is the engine that can drive the two other elements into motion It can also sustain involvement in health promotion not as a program but as a social action It solicits participation of community members in activities and efforts that would benefit them. They develop a sense of ownership making sustainability of the efforts more likely.
Main Approaches
Political mobilization aims at winning political and policy commitment for a major goal and the necessary resource allocations to realize that goals. Government mobilization aims at informing and enlisting the cooperation and help of service providers and other government organizations that can provide direct and indirect support. Corporate mobilization aims at securing the support of national and international institutions in promoting appropriate goals either through the contribution of resources or the carrying out of appropriate messages as part of their advertisement or product labeling.
Main Approaches
Beneficiary mobilization aims at informing and motivating program beneficiaries through training programs, establishment of community groups and communication through traditional and mass media. Community mobilization aims at informing and getting the support of local political, religious, social and traditional leaders as well as local government agencies, non government organizations (NGOs), womens groups and cooperatives. The communication methods include training, participation in planning, and coverage of their activities by the mass media.
Social Mobilization aims to achieve the following in order to attain the goals of human development:
Empower communities to act towards satisfaction of their demands and needs Motivate key decision makers to commit the needed political support in creating and sustaining the structures and services Change behavior of individuals to facilitate acceptance of advocated practice4s and technology Commit health providers to improve in terms of quality and effectiveness of the services they provide.
Components of Social Mobilization ADVOCACY Community Organizing Information Education and Communication (IEC) Training Monitoring and Evaluation
Advocacy: systematic approach to persuade a targeted population, audience, gatekeepers, stakeholders or beneficiaries towards a policy, program and person
Kohlbergs Theory on Moral Stage Development Pre-conventional stage: advocates to avoid punishment Conventional stage: advocates for approval Post-conventional stage: advocates for social justice Types of Health Advocates Legal advocate : The health worker (HW) guards the patients rights to competent care, informed consent, and privacy. Moralethical advocate: The HW upholds the patients values in decisionmaking. Political advocate : The HW facilitates equal access to health care. Spiritual advocate: The HW provides access to spiritual support and reassurance. Substitutive advocate : The HW protects the interests of patients who are incapable of speaking for themselves.
Be flexible and adjust when needed. The research component, as action oriented and participatory, cannot be eliminated. Mobility and communication are essential to any major field-based project. People are receptive to dialog and involvement. They are not receptive to "being told." Be non-judgmental when discovering and discussing issues. Give praise freely and show an interest and pride in even the smallest of impacts. Train field workers from different sectors, and within sectors, together as equals. Where possible, work within existing structures. Continuous monitoring is essential, at all times, at all levels, by all concerned. Transparency and accountability must be established from the very beginning and among all partners.
The most valuable lesson is that social mobilization is an effective strategy for involving communities and creating powerful partnerships for sustainable change.
Social Marketing
Social Marketing: "differing from other areas of marketing only with respect to the objectives of the marketer and his or her organization. Social marketing seeks to influence social behaviors not to benefit the marketer, but to benefit the target audience and the general society." (Philip Kotler) The primary focus is on the consumer--on learning what people want and need rather than trying to persuade them to buy what we happen to be producing.