SOCIAL MOBILIZATION

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 SOCIAL MOBILIZATION

INTRODUCTION

Social Mobilization is the cornerstone of

participatory approach in rural development,
nutrition enhancement and poverty alleviation
programs. It is powerful instrument in
decentralization policies and programs aimed
at strengthening human and institutional
resources development at local level.

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Social mobilization strengths participation of
rural poor in local decision making , improve
their access to social and productive services
and efficiency in the use of locally available
financial resources and enhance opportunities
for assets building by the poorest of the poor.

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UNDERSTANDING SOCIAL
MOBILIZATION
Our Perspective:
Not to chase the Problem
* Empowerment
Change the KASA
* Knowledge
* Attitude
* Skills
* Aspirations
But help people get AHEAD of
the PROBLEM
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 DEFINITION OF SOCIAL MOBILIZATION
• A process of motivating communities to
organize in a cohesive group for an active
participation towards their own development.
• An integrative process where stakeholders
are stimulated to become active participants
in social change using diverse strategies to
meet shared goals
• A comprehensive planning approach that
emphasizes
- Political Coalition Building
- Community Action
(UNICEF 1993)
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 The process 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

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• 1. POLITICAL MOBILIZATION
• Aims at winning political and policy
commitment for a major goal and necessary
resource allocations to realize that goal.
• Primary Method- Lobbying
• An attempt influences the decisions of the
politicians.
• May find lead to “Power Struggles”
• Flavoring one lobby group may alienate
another Lobby group

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 2. COMMUNITY MOBILIZATION

• Aims at informing and gaining the

commitment of community leaders as well as
local government agencies,
Nongovernmental Organizations (NGO’s),
Women groups and Cooperatives.

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• TIPS ON COMMUNITY MOBILIZATION

• 1. Know your community well and understand

their problems and their needs.
• 2. Always listen to community member carefully.
• 3. Be aware of existing health beliefs and
practices that exit in the community.
• 4. Take gradual steps to introduce new
practices.
• 5. Try to analyze community dynamics and
adjust to each situation.

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 3. 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.

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• 4. CORPORATE MOBILIZATION

• Aims at securing the support of national and

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 labeling.

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 5. BENEFICIARY MOBILIZATION
• Aims at informing and motivating the
program the establishment of community
groups and communities.

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• KEY ELEMENTS OF SOCIAL MOBILIZATION

• 1. Partnership Building and Networking

• 2. Community Participation
• 3. Media and special event to raise public
awareness
• 4. Advocacy to mobilize resources and efficient
policy change.

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 DEFINITION OF EMPOWERMENT

Empowerment is the process of people

taking action to overcome the obstacles to
progress where this action involves getting
more control over their situation.

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The Politics of Planning and
Management for Social
Mobilization

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 Social Mobilization

PROCESS FOR :
• Engaging people in action
• Redirecting existing or creating new
human and material resources for the
achievement of a society’s or community’s
social goals.

AIMS AT :
• Understanding
• Modifying people’s behavior, attitudes and
beliefs through a communication process
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Social Mobilization

- Process of bringing together all

feasible and practical intersectoral
allies to :
- Raise people’s awareness of and
demand for a particular development
program
- Assist in the delivery of resources
and services
- Strengthen community participation
for sustainability and self reliance

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 Social Mobilization

“ Aims at self – sustaining social and

change through broad–based
participation of societal partners in
movements towards solutions of agreed
problems.”

It brings about institutional and personal

change by individual and group
empowerment through participatory
process of reflection, analysis and action.

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 Social Mobilization

• broad scale movement

- to engage large number of people in action for
achieving specific development goal

• planned process
- that seeks to facilitate change and development

• it takes into account the:

- Felt needs of the people
- Embraces critical principle of community
involvement
- Seeks to empower individuals for action.

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SOCIAL MOBILIZATION

• Active participation of all and

any elements of society

- that can make a positive

contribution it health improvement
as part of an overall service
delivery program

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 SOCIAL MOBILIZATION

• Social Mobilization is the process of

generating and sustaining the active and
coordinated participation of all sectors of
various levels to facilitate and accelerate the
improvement of the situation of children,
women and other vulnerable groups.

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 Social Mobilization

Planned process enlisting the support and active

involvement of any all sectors within a society
that can play a role in:

- achieving an agreed social objective converging

interest and actions of institutions, groups and
communities towards the objective thereby

• mobilizing human and material resources to

reach it and
• rooting in society’s and in the community’s
conscience to ensure sustainability

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 Social Mobilization Catalyzes
Action

• Creating awareness, knowledge, commitment

• Creates demand for services
• Promotes scaling up of projects for widen
implementation
• Widens participation of sectors
• Pools resources

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 Social Mobilization
- begins with conscious recognition of problem(s)
and seeming lack of collective action
- generates acceptance of new ideas, attitudes,
- initiates discussion and decision making for
• political will
• action
• resource commitment
- bring together those effected by the problem
and those who have the solution
- Uses all available and potential communication
resources
- sustains awareness, cooperation, commitment
and action to achieve a common goal.

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 Social Mobilization

Situation •Advocacy Empowerment Sustainability

Analysis •information,
•Needs education,
•Problems communication •Children •Coverage
•Alliance building •Families •Program
•Participative •service
management •Mobilization
Program •Institutionalization •Processes
response •Capacity-building •Capacity
•Service •Community building
coverage organizing
•Resources •Monitoring and
evaluation

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Net Working and Alliance Building

Social Mobilizations’ success depend on

identification of relevant individuals and groups
who can contribute to the achievement of the
program’s goals

PARTNERS ARE THOSE WITH WHOM WE WORK

DIRECTLY

ALLIES ARE THOSE WHO HAVE SIMILAR

INTERESTS AND PROGRAMS AS US, BUT WITH
WHOM WE MAY NOT WORK DIRECTLY

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 Capacity Building

• Capacity building (people)

• Institutional development
(organization)

Social Mobilization can only be sustained if the

network of advocates and mobilizers are
continually expanded through capacity building.

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Institutional Development

• Seeks to improve the ability of the institution

to carry out it’s mandate mission and vision
and achieve it’s goals and objectives.

• Key levels : systems, processes, networks

financial capacity physical infra
management
of resources.

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 Community Organizing

• Individuals and community groups are

able to get a sense of what they can do
themselves to improve their situation.

Sustainability is possible when

action grows from community
participation and self- reliance

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Information, Education and
Communication

A set of accurate, timely, relevant and

consistent information on programs and
services in order to:

• Create awareness and understanding;

• Correct misconceptions

• Get to recognize problems and change

behavior

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 Information, Education and
Communication

A set of accurate and consistent

information on the programs and services
as a timely response by those in the direct
contact with the communities.

IEC materials include: specialized print,

e.g. posters, brochures, audio-visual
materials

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 Advocacy

• Element which is focused on various

factors who could create the positive
environment for program or service
delivery.

• Arguing, pleading for the cause of

vulnerable members through promoting
better understanding of issues; and
elevating needs to higher levels of
political action.

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 Monitoring and Evaluation

Monitoring
Determining even in the beginning the kind of
information that will tell whether or not the various
actors SOCMOB effort are contributing to it’s ultimate
outcome. Predetermined criteria are used for
periodic checks towards goals.

Tools of Monitoring

1. Calling of Progress Reports

2. Review Meetings
3. Field Visits (Announced or Unannounced)
4. Telephones Calls/ Emails etc.
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 EVALUATION

An assessment of whether or not the social

mobilization strategies actually be worked in the
practice.
Involves analyzing information and discussing data
with SOCMOB team members.

EVALUATION METHODS
1. Pre Evaluation
2. On going or Process Evaluation
3. Ex-Post Evaluation
4. Impact Evaluation

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Ten Factors to Consider When
Planning

• Goals and Objectives

• Resources
• Manpower
• Performance Standards
• Systems and Procedures
• Delineation of Functions
• Location or Venue
• Time Frame
• Indicators of Success
• Monitoring and Evaluation Mechanism

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 Social Mobilization Planning
SITUATION ANALYSIS
• Social-Economic Political
Environment
• Problem/Needs
Mission, Desired Action
Vision, Objective
Program SOCIAL MOBILIZATION
Goals and ANALYSIS
Objectives • Political Will
•Service Providers KSA
•Target Beneficiaries KASP
•Gaps in Legislation,
Implementation of Laws
•Community Involvement
•Media Scene
•Resource Environment
•Institutional Capacities
STRATEGIC THRUSTS
•Advocacy
OPERATIONAL •Information, Education and
Monitoring •Activities Communication
and •Expected Output/Outcome •Community Organizing
Evaluation •Time Table •Networking/Alliance
Scheme •Responsibility Center Building
•Resources and Budgetary •Capacity Building 36
Requirement
 Problem Tree Analysis
Problem tree analysis is central to many forms
of project planning and is well developed among
development agencies (Problem tree analysis also
called Situational Analysis) helps to find solution by
mapping out of cause and effect around an issue in a
similar way to a Mind Map but with more solution.

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•This brings several advantages.

•The problem can be broken down into

manageable and definable chunks(Pieces)

•There is more understanding of the problem and

its interconnected and even contractor causes.

•It can help establish further information, evidence

or resources are needed to make a strong case or
build a convincing solution.

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• Problem Tree analysis is best carried out in a
small focus group of about six to eight people
using flip chart papers. The first step is to
discuss and agree the problem or issue to be
analyzed. The problem or issue is written in the
center of the flip chart and trunk of the tree.

• (Main Steam of a Tree) This becomes focal

(Major) Problem. Next the groups identify the
causes of the focal (major) problem then become
the roots and then identify consequences, which
become the branches. The causes and
consequences can be created .

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 Problem Analysis

Is a set of techniques to :-

 Analyse the existing situation

surrounding a given problem
condition

 Identify the major problems in this

context

 Define the core problem of a situation

 Visualize the cause-effect

relationships in a diagram (problem
Tree) 40
 How to do the Problem Tree
Step 1 Identify major problems existing within
the stated problem situation (brain –
storming)
Step 2 Write up the short statement of the core
–problem
Step 3 Write up the causes of the core problem
Step 4 Write up the effects caused by the core
problem
Step 5 Form a diagram showing the causes and
effects relationship in the form of a
problem tree
Step 6 Review diagram as a whole and verify its
validity and completeness

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 Problem Analysis
1. Word problems as negative conditions
2. One problem per card
3. Identify existing problems, not possible,
imagined or future ones.
4. A problem is not the absence of a solution,
but an existing negative state.

Not pesticides Harvest is Infected

available by pests

Wrong Right
5. The position on the problem tree does not
indicate the importance of a problem.

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 Problem Analysis :Bus Example

Loss of confidence
Impact
in bus company

Passengers hurt People are late

Effect
or killed

Major Problem Frequent

bus accidents

Drivers not careful Bad conditions of Bad road

Causes
enough vehicles conditions

Root causes Vehicles too old No ongoing maintenance

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Examples of Social Mobilization
Problems

• Lack of political will of national/local

leaders
• Poor enforcement of laws
• Lack of funds
• Absences of legislation
• Lack of skills
• Low knowledge level
• No community ownership of problem

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 Setting Goals and Objectives

Setting Goals

• Seeks to improve Knowledge,

Attitudes Skills and Aspirations
(KASA) of service providers as well
as beneficiaries in order for them
to be able to do their jobs and
better participate actively in the
dynamic process of change.

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 Objectives Analysis

Is a set of techniques to :-

 describe the future situation

that will be achieved by solving
the problems.

 Identify potential alternatives

for the project

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 How to do the Objectives Tree

Step 1 Restate all negative conditions of

the problems tree into positive
conditions that are:

 desirable and
 realistically achievable.

Step 2 Examine the “means –ends”

relationships thus derived to
assure validity and completeness
of your diagram.

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 Objectives Analysis :Bus Example

Impact Customers have a better image of the bus

company

Less Passengers Passengers arrive

Effect hurt at scheduled time

Broad objective Frequency of bus accidents

considerably reduced

Specific Drivers drive Vehicles kept in Road conditions

objectives carefully and good condition improved
responsibly

Old vehicles are Vehicles regularly

regularly replaced maintained and checked

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Write your Objectives the
SAMRT way
• S – SPECIFIC

• M – MEASURABLE

• A – ACHIEVABLE

• R – REALISTIC

• T – TIME BOUND

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Social Mobilization Project /
Program Proposal

• Background Information
• Problem statement / Situation
Analysis
• Goals and Objectives
• Strategies
• Operational Plan
• Organization and Management
• Monitoring and Evaluation
• Budget
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