SOCIAL MOBILIZATION

Jeriel Reyes De Silos, MD, MPM

CM3, 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 Mobilization
2. Community Mobilization
3. Government Mobilization
4. Corporate Mobilization
5. 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/scale
rs-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 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
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 OF
SOCIAL MOBILIZATION
 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
 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???