Assessing social mobilization
Purpose: To assess the presence of social mobilization elements and the stage of mobilization at the five societal levels.
I. Policy/Political Level
Formulated Policy/Legislative Action
- Comprehensive development policy: documented health status goals of children and mothers among stated priorities
- Health policy; intersectoral and community involvement strategy objectives
Public Agenda Setting
- Appropriate media, modern and traditional for specific audiences
- Support of opinion leaders via various channels
- Media events: press conferences, proactive forums and events
- Speeches, intersectoral and international meetings, public relations, publications, etc.
Resource Commitment
- Approved budgetary items for health goals in national plan
II. Bureaucratic and Technocratic Level
National Plan of Action
- Guidelines that recognize the need for inter and intrasectoral collaboration
- Plan for creation of intersectoral committees
- Adherence to sequence and schedule
Designated Responsible Officers
- Communication, advocacy, management, negotiation, community organization and development skills
- Management style which facilitates inter and intrasectoral decision making, committee formation and team building
- Strong interest in development and/or public health
Proper Orientation and Training
- New direction supported by bureaucrats and technocrats of various divisions within the sector
- Orientation, training, in-service retraining of cadres of various levels within the sector
Manpower Resources and Skills
- Implementing committee with multi-disciplinary members
- Advisory committee with representation of political, religious, civic, professional, and community organizations, private industry and media professionals
Technical Resources
- External technical advice and materials
- Mechanisms for contracting with organizations
Information System
- Collection, analysis, and interpretation of data at all organization levels
- Integrated management information system
- Data used by program managers for decision-making
Monitoring and Evaluation
- Structural, input, and impact monitoring and evaluation components
- Feedback mechanism leading to revision and action
Media and Message
- Appropriate choice of mass media channels
- Use of traditional communication methods
- Segmentation and analysis of target audiences
- Messages design for selected target audiences
- Evidence of formative research
- Messages communicated through products e.g. advertisements, posters, t-shirts, etc.
- Appropriate frequency of diffusion and rotation of messages including seasonal variations
- Appropriate use of opinion leaders, entertainers, credible spokespersons for message diffusion
- Solicitation of donations and use of free air time
- Adherence to schedule and sequence
Production of Information Materials
- Tailored materials for specific target audiences
- Rigorous pretesting and revision of products
- Adequate quantity and quality of products
- Targeted distribution
- Use of the principles of product, price, place and promotion in campaign design
- Adequate financing for cost-effective promotion output
Interpersonal Communication
- Development and implementation of appropriate interpersonal communication methods
- Training of health personnel in communication
Audience Response
- Audience research conducted and results used in program planning
Sustainability
- Appropriate maintenance strategies are included in program plan
III. Professional, Civic, and Social Level
Organized and Demonstrated Intersectoral Support: Commerce, Industry, Agriculture, Education, Media, Sports, Culture
- Multidisciplinary planning committees and presiding bodies established
- Human and financial resources committed
- Technical collaboration and availability demonstrated
- Coordinated intersectoral action and activities with agriculture, industry, rural development, etc. sectors
Alliances
- Documented partnership between health and media sectors
- Professional support from NGOs, religious/civic groups, women’s organizations, and businesses demonstrated
- Representatives of these groups selected to serve as members of planning, implementing, lobbying, and supervisory committees
Collaborators
- Persons responsible from each sector identified
IV. Community Level
Assessment of Status
- Health problems, behavior, and education needs assessed and integrated into the planning
- Existing social structure, resources, and organization researched
Support of Traditional and Government Leaders
- Traditional and governmental decision makers and religious leaders serve as members in advisory committees
- Involvement of leaders in speeches, meetings, supervisory responsibilities
Community Decision Input and Participation
- Identification of community groups and organizations
- Involvement of their representatives in planning, implementation and evaluation
- Community-specific goals and strategies defined and integrated
- Community meetings held with representatives present from formal and informal groups
- Evidence of two-way communication, individual responses and articulated needs integrated into program
- Creation of a variety of activities enabling target group participation
- Evidence of an increased number of participants in the activities
Training
- Local animators/mobilizers and community volunteers trained and upgraded
Physical and Financial Participation
- Material, manual, technical or monetary participation determined and adhered to by community
Evaluation
- Quantitative and qualitative evaluation carried out by community
- Results used in planning and mid-course review process
V. Family and Individual Level
Capacity Required
- Necessary skills acquired by families and individuals
Social and Technical Support
- Social support from peers and family for behavioral change and reinforcement
- Technical support from health services
- Availability of material and professional services
Behavioral Action
- Participation in community events
- Behavior change becomes practice
Linsteadt, J. and Ling, J., Tulane University
