Social

Mobilization
Group 2
 SOCIAL MOBILIZATION
It is a process of generating and
sustaining the active and coordinated
participation of all sectors at various
levels to facilitate and accelerate the
improvement of the situation of
children, women, and other vulnerable
and marginalized groups (PIA 1991: 2).
 Disaster Relief
 It refers to the “satisfaction of immediate and basic needs
for disaster survivors.
 In the case of fast-impact disasters such as floods,
earthquakes, landslide, cyclone, this process will be directed
at saving lives and alleviating further suffering, and will occur
in the immediate days and weeks after the disaster."
 In the case of the long-onset disasters like droughts, famines,
social displacement, the relief period may continue to exist
for a continuous period over months or even years

-Davis and Chaux (1989)

 PEOPLE EMPOWERMENT
It has become a popular word among the NSTP
educator's/implementors who are empowering
the community to become self-reliant.
It has become the term-of-choice to identify any
group which currently suffers a lack of power to
influence the course of events to its own
advantage or to move some groups or
organizations toward some new level of power
(Kinlaw, Dennis, 1995).
Empowerment Process Management Model
Meaning of Targets for
Payoffs
Empowerment Empowerment

Define and Sets goals and

Train
communicate strategies
Continuous
Improvement
Adjust the Adjust the
Evaluate and
Organization’s Organization’s
improve
Structure System

Source: Kinlaw, Dennis C. The

Roles and Controls for Strategies for Practice of Empowerment, 1995,
Functions Empowerment Empowerment Empowerment
Six (6) key steps that should be followed in the
planning, initiating, and evaluating of a
community initiative to extend and strengthen
empowerment.
Define and communicate
Set goals and strategies
Train
Adjust the organization’s structure
Adjust the organization’s system
Evaluate and improve
 ROOTS OF EMPOWERMENT
Empowerment is a proven concept which is
being used to improve the way
organizations use people.

It is an idea which has its roots in earlier

organizational development theories and
strategies.
McGregor’s Theory Y and all the other ideas and
experiments to improve obvious are as follows:
1. Business and industry use only a fraction of the mental resource
represented in their people;
2. Control is not the only or the best way to achieve
organizational goals, and it is an impossible way to achieve
superior performance and continuous improvement;
3. Competence is not the private preserver of a few experts.
Competence is widely diffused in an organization at all levels;
and
4. People have greater personal ownership and demonstrate
greater responsibility for that over which they have influence and
which they experience “as theirs.”
 ROOTS OF EMPOWERMENT
People empowerment is the power to improve
performance of the individuals in the political,
social, and educational realms.
This notion that the people have the right to
greater influence cannot be the central tenet of
empowerment within the context of
organizational performance and its continuous
improvement (D.C. Kinlaw, 1995).
 ROOTS OF EMPOWERMENT
The purpose of extending the power of people in
the community, however, should be to ensure
the current success of organizations or
community and their continuous improvement.
The first purpose of empowerment is to
strengthen the performance of people in the
community in terms of decision-making,
implementation of community-based projects,
and mobilizing the people in the community.
 UNIVERSITY OF THE EAST
INITIATIVES
In line with its mission as a catalyst of change for the
social transformation of the larger community of which
it is a part, the University of the East through the Office
of Extension and Community Outreach (OECO) has
initiated community-based development programs by
combining the institutional resources and by realigning
the expertise of its units/colleges to create a bigger
impact on a wider section of the community.
 VISION
 “The Office of Extension and Community Outreach in
cooperation with the Committee on Social Orientation
and Community Involvement in Manila campus and
Committee on Extension and Community Outreach in
Caloocan campus envisions to deliver technical,
entrepreneurial, computer literacy, industrial arts,
supplementary feeding program, dental health, literacy,
and communication services to the adopted barangays,
marginalized sectors of the society, and nearby
communities in collaboration with the Non-Government
Organizations (NGOS), People's Organizations (P0s),
Government Agencies, Civil Society and other institutions."
 MISSION
 “The Outreach Program of the University of the East
believes in the improvement of the quality of life of the
people, especially the marginalized, unemployment,
underemployment, out-of-school youth, and adults. In its
desire to alleviate poverty, the Office of Extension and
Community Outreach is committed to meet the learning
needs of those unable to avail of the educational services
and programs of formal education by providing
opportunities for the acquisition of vocational/technical
skills necessary to enhance and ensure continuing
employability, efficiency, productivity, and
competitiveness.”
 COMMUNICATION AND
SOCIAL MOBILIZATION
 Dr. Cesar M. Mercado said that the Communication and
Social Mobilization (COSMOB) is a comprehensive
development strategy that will help us attain sustainable
development goals in the 21St century. It is an emerging
strategy that is more responsive to multi-sectoral
participation and rapid implementation of projects and
programs for development.
 It evolves from the merging recipients of two concepts:
• Communication
• Social Mobilization
 Communication is a relatively old concept that
has been in use for the last 50 years by various
international and local organizations in promoting
development technologies in:
Health
Agriculture
Population
Environment
 MISSION
 “The Outreach Program of the University of the East
believes in the improvement of the quality of life of the
people, especially the marginalized, unemployment,
underemployment, out-of-school youth, and adults. In its
desire to alleviate poverty, the Office of Extension and
Community Outreach is committed to meet the learning
needs of those unable to avail of the educational services
and programs of formal education by providing
opportunities for the acquisition of vocational/technical
skills necessary to enhance and ensure continuing
employability, efficiency, productivity, and
competitiveness.”
 Source: Communication
and Social Mobilization

DEFINITION OF TERMS
Development Consultants
for Asia Africa Pacific,
1999.

Communication – A process of sharing

messages of organized stakeholders such as the
recipients of the community-based projects, the
NSTP Students and teachers/coordinators, the
officials of the Higher Education Institutions (HEIs),
the Local Government Units (LGUs) with the intent
of mobilizing them to contribute their share toward
sustainable development.
Local Government Units (LGUs) – Local
Government Units refer to provinces, cities,
municipalities, and barangays.
 Source: Communication
and Social Mobilization

DEFINITION OF TERMS
Development Consultants
for Asia Africa Pacific,
1999.

Social Mobilization – The process of preparing the

network and/ or alliance of organized stakeholders to
raise funds and launch advocacy and lobbying
campaigns to gain the support of national and local
decision-makers in reaching policy decisions supportive
of sustainable development.
Sustainable Development – Refers to the process
of meeting the needs of the present generation
without compromising the resources needed to meet
the needs of the future generation such as our
environment.
 Source: Communication
and Social Mobilization

DEFINITION OF TERMS
Development Consultants
for Asia Africa Pacific,
1999.

Community Organizing/Organization Activation –

It refers to the process of building people into unified groups or
movements to work as active partners in the development
process. Community organizations make the movement
community-based and in the long run ensure sustainability of the
project (Cesar Mercado, 1999).
Organization Networking/Alliance-Building – This
refers to the process of establishing working relationships among
concerned organizations and planning together to attain a
common set of objectives. As a movement, community
mobilization should involve all relevant organizations: Government
Organizations/agencies (G0s), Non-Government Organizations
(NG0s): Local Government Units (LGUs), People’s Organizations
(POs).
 Source: Communication
and Social Mobilization

DEFINITION OF TERMS
Development Consultants
for Asia Africa Pacific,
1999.

Advocacy/Lobbying – is a type of communication that is

designed to gain the support of media people, executives, policy-
makers, religious leaders, business leaders, and other decision-
makers, to favor a certain cause. Lobbying is a type of
communication that is designed to INFLUENCE legislation or passage
of a bill supporting a certain cause: Policy support is essential for
sustainable development. Political will is repeatedly identified to be
the key to the success of many movements. The media is crucial to
gain the support of political leaders and the various organizations
(Cesar Mercado, 1999).
Resource Raising – This refers to the raising of funds and other
resources to be used for mobilization. Any movement needs funds
and other resources to carry out its activities, produce the needed
outputs, and achieve the desired objectives. Communication is
essential to motivate people to contribute their resources to carry
out the activities of the movement.
 Source: Communication
and Social Mobilization

DEFINITION OF TERMS
Development Consultants
for Asia Africa Pacific,
1999.

Social Action – Once resources are available, the

different groups of stakeholders should be ready to launch
periodic campaigns. Series of massive campaigns can be
planned through the participatory/planning approach.
Monitoring and evaluation should be the essential
components of the social action to know the progress
and effectiveness of the whole strategy (Cesar Mercado,
1999).
Community Organization – A concept by which
residents band together to determine their particular
needs, mobilize resources, and work as one towards the
resolution of problems. It is the process directed at
increasing people’s power and mobilizing them for actual
participation in decision-making.
 Source: Communication
and Social Mobilization

DEFINITION OF TERMS
Development Consultants
for Asia Africa Pacific,
1999.

Community Organizer – An individual who has ability to

integrate among the people in a specific area and helps in the initial
phases of setting up people’s organizations by helping the people
mobilize around their problems and identify potential leaders for
people to assume the task of organizing themselves. Essentially, the
community organizer acts as catalyst and facilitator in the organizing
process.
Community Leader – An indigenous leader who initiates
organizing efforts and can act as a catalyst in propelling change in
the community. An individual who represents the interests of the
community, coming from the ranks of the messes. He commonly
possesses integrity and credibility with the people and ability to
communicate effectively and receptively to change.
 Source: Communication
and Social Mobilization

DEFINITION OF TERMS
Development Consultants
for Asia Africa Pacific,
1999.

Integration – is both process and activity in Community Organizer

(CO). It entails living with the people in the community and
Participating in their daily activities to deeply understand the
community’s problems and needs, aspirations and culture, especially
community relations. The basic aim of integration is to develop
ONENESS with the residents to understand the true dimensions of
people’s problems based on their own perspectives, i.e. what
motivates people to act upon their situation before motivating them
to change in a problem-solving process.
Networking – refers to units, institutions, agencies or organizations
united for a free flow of information and resources between
members without any established hierarchy of structure. The
establishment and maintenance of communication among
members is called networking. In networking, the network is NOT
intended for organizational expression but for mutual awareness and
support.
 Communication and Social
Mobilization Model

C
O
M
• Community
M Organizing/Organization
U
N Activating Sustainable
I • Networking Alliance Building
C
A • Social Campaign Development
T
I • Advocacy/Lobbying
O • Resource/Fund Raising
N

Source: Communication
and Social Mobilization
Development Consultants
for Asia Africa Pacific,
1999.
Components of Social Mobilization
1. Communication

6. Social Action 2. Community Organizing/

Organization Activating

5. Fund
3. Organization Networking/
Sourcing/Raising
Alliance Building

4. Advocacy/Lobbying
 Components of Social Mobilization
Community Organizing/
Organization Activation Plan

Networking/
Alliance Building Plan

Communication Advocacy/ Monitoring/

Plan Lobbying Plan Evaluation Plan

Resource/
Fund Raising Plan

Source: Communication
Social Campaign Plan and Social Mobilization
Development Consultants
for Asia Africa Pacific,
1999.
 STRATEGIES
Participatory - encourages beneficiaries and other stakeholders to
participate in the whole process of development

Segmented - the stakeholders are classified into specific target groups

and use need-based messages designed to reach the groups.

Empowered - the beneficiaries are empowered to make their own plans

and make their own decisions at their own.

Decentralized - local GOs, LGUs, NGOs, and PCs are given enough
autonomy to plan and implement their own programs according to realities in their
areas.

Comprehensive - several concepts which were used separately for

years, due to academic compartmentalization, are now pieced together as
components of a comprehensive framework such as the COSMOB.

Action-oriented - the new strategy which starts with communication

finally ends up into social action.
 Communication Element Development Management Element
Receivers Target Beneficiaries
Channels Fieldworkers and mass media
Messages Policies, programs and projects
Source Executing/Implementing agency

THREE-WAY COMMUNICATION MODEL

Communication Process Development Management Element

Feeding Research

Feedforward Planning

Staffing/Organizing

Directing/Coordinating

Feedback Monitoring and Evaluation

THREE-WAY COMMUNICATION MODEL
1. Feeding

2. Feedforward

SOURCE MESSAGE CHANNEL RECEIVER

3. Feedback

Source: Mercado, Cesar M.,

Systematic Communication
Planning, 1999, pp. 14-15
 COMMUNITY ORGANIZING
PRINCIPLES
1. Trust in the people in their capacity to change and develop.
2. Start where the people are, in terms of their need, resources,
and capabilities.
3. It should be based on the interest of the poor and the
devastated.
4. It should result in people working for a self-reliant community
and society.
5. In working with the people, the majority rules but the minority
should be respected.
6. It should be gender sensitive.
 SMALL GROUP MOBILIZATION
It is a process undertaken with the participation and
for the direct benefit of a small segment of the
affected community.
Directly falling within this category are mobilization
efforts at the neighborhood – barangay or district
level.
is frequently undertaken even in situations of wide-
extent disasters precisely for purposes of organization
and distribution of efforts among the different
segments of the affected community.
Limited mobilization is usually called for
the following reasons:
a) to facilitate immediate response
search and rescue operations
evacuation
immediate feeding
emotional and psychological counseling
b) to respond to a limited disaster situation
c) in cases of physical isolation of the
affected area
Source: Strategies and Mechanism in
Social Mobilization, 1997
 COMMUNITY-WIDE
MOBILIZATION
 It approach differs from the small-group approach not only in
terms of coverage of the mobilizing efforts but also, and more
significantly, in terms of the emphasis being laid.
The community-wide approach has the following
components:
Advocacy
Information-education and communication (IEC)
Community organizing
Training
Monitoring
Evaluation
 NETWORKING
"In the context of Social Mobilization,
organizational networking is the process by
which one links up diverse individuals or
groups, bringing about their mutual
agreement to share each other’s resources
and competencies as a way of serving
mutual interests."
- Leothiny Clavel
 NETWORKING
ITS USES:
It ensures resources sharing or exchange, thereby partly, if not
totally, solving the perennial problem of limited resources.
It sharpens the sense of community of people.
It encourages people’s participation in programs.
It provides a support system and fosters team work among
members.
It makes easy continuous learning among members through
exchanges of ideas and information (Clavel, Leothiny).
 PRINCIPLES OF EFFECTIVE
NETWORKING
 Access
 Participation
 Common Frame of Reference
 Shared Communication
 Shared Leadership and Followership
 Coordination
 Interdependence
 Complementary
 Problem-Solving Capability
 APPROACHES TO
NETWORKING
Construction and development of communication
highways/media infrastructure
Use of a relay system
Application of the “Distribution Center” approach
Management by interests
Mobilization of social networks
Mutual resource-sharing
Sources: Leothiny Clavel, Asian Institute
of Journalism, 1991 and Robert K.
Mueller, Corporate Networking, The
Free Press, 1986