social mobilization.pptx

social mobilization

1. SOCIAL MOBILIZATION SKILLS , M s.T Haripriya Tutor , AACON

2. Introduction A process of motivating communities to organize in a cohesive group for an active participation towards their own development Mobilization - a Military terminology To Mobilize = prepare forces for action

3. D e f i n i t i o n The process by which individuals or sections of society mobilize in order to effect social change. Oxford Dictionary An integrative process where stakeholders are stimulated to become active participants in social change, using diverse strategies to meet shared goals

4. plan n ing approach that A comprehensive e m p h asizes – Political coalition b u i l di n g – Community action (UNICEF, 1993; Wallack, 1989)

5. N a t ure Social mobilization is the process of activating a large group of people in a given community to participate in an event, activity or process of social nature which is intended to bring about a change in people's attitudes, knowledge or actions. Social mobilization is essential for gaining the support of masses for an activity which requires acceptance, approval and adoption by the majority .

6. Benefits of Social Mobilization Enhances the capacity of individual, group and community, to identify and fulfill their needs Increases community participation in the programme Helps to improve programme design Helps to improve quality and results of the programme Is a cost effective way to achieve sustainable result Increases community ownership Enables communities to determine their own development Helps to builds trust within communities so they can work together effectively Increases capacity of communities to work with government and other sectors(health services, research etc.) Helps to apply political pressure and create positive change

7. Need of Social Mobilization Social mobilization is a proven development strategy that has helped people around the world identify and address pressing issues. For making any community based programme successful and its sustainable, the involvement of community from planning, implementation, monitoring and evaluation is essential for which there is a need of mobilization o f the mem b ers of the co m mu n ity and oth e r sta k e h ol d ers wh o can b e invo l v ed i n t he programme. The social mobilization is needed for.

8. Creating awareness: The aware community can identify their problems, felt needs and can demand for interventions which will h e lp to develop strategi e s culturally and appropriate message s This h e lps to increase people's also s k ill, kn o wle dge and confidence and install in them a belief that they can make a difference.

9. Community participation: a nd s t a k e h o l d e r s i n the Involvement of community progra m m e in c rea s es effective n ess interventions and to obtain additional resources and efficien c y of and support to make the programme cost effective. It also helps in reaching the most vulnerable and needy members of the society.

10. Increasing community ownership and sustainability: Social mobilization is needed for developing community ownership and sense of responsibility. This helps in increasing coverage and access to information and services.

11. Empowering community : The social mobilization activities increase the capacity of the stakeholders in, decision-making, planning, programme implementation and analysis. When a community is empowered, people feel free to act within the society and at the same time associate a sense of belonging to it.

12. So c ial m obil i z a t i on i s n e eded i n various situations as given below: When large number of people have to be involved. When new programmes or policies requiring people's opinion or participation are introduced. W he n beneficiarie s involv e me n t i s cr u cial to t h e success of the programmes. When behavioral changes need to be brought about in masses.

13. U s e s Social mobilisation plays an important role in social change and development. The most important uses are: T o g a in p u bl i c support for a poli c y, pro g ram m e , product or activity or service. To involve people in a large scale activity which the agency wants to be c ompl e ted withi n a spe c if i c p e riod o f time e . g . camps and campaigns.

14. T o susta i n d e velopme n t through involveme n t of people and enhancing the process of behavior change. T o e n sure that the desi r ed c h ange take place faster which is possible by inducement of people. It helps to understand the felt needs of the people. I t h e lps to em p o we r indiv i d u als and gr o u p s for action.

15. TYPES OF SOCIAL MOBILISATION Social mobilization process is of following types: Controlled and Spontaneous Specific and General

16. C o n t r o l l e d Controlled mobilization starts outside the people who are part of the process. The planning and initiative are done elsewhere and people are only passive participants initially. They may be convinced enough to become more ac t ive fo r c e s la t er and m a y ev e n t a ke hold immunization awareness movement and carry it forward. about One example t he bene f its o f t h e i s t h e of immunization and adopting the practice. Another example is family planning. The sterilization camps were highly effective in mobilizing the entire nation into accepting the tubectomy / non-scalpel vasectomy as the best suited form of birth control.

17. S p o n t ane o us Spontaneous movements start out of people's own reactions to actual or perceived wrong and injustices. The reactions may be against the establishment or other agencies and individuals. The mobilisation is sparked off through a recent even which affects peoples lives or emotions. The initiators are filled with zeal and enthusiasm. Everyone would like to participate and contribute to an activity. When you went around to invite villagers for a meeting to prepare an action plan to reduce maternal mortality, you must have found that it is easier immediately after this event. You could mobilize them easily.

18. Specific Specific issues related to groups of people or daily living are taken up as the content of social mobilization. The antiliquor movement dealt with one issue for which there was large-scale social mobilization. The fever of activity and the high level of participation of people after a natural calamity like cyclone in the bay of Bengal or earthquake are well known. Another example is the high level of patriotic enthusiasm and activity during the Kargil conflict .

19. General The purpose of this type of social mobilization is overall development of people. For example, mobilization for introducing the local self- government through the 72nd amendment of the constitution (Panchayati Raj) is with the goal of achieving a more decentralized process and enhancing people's participation. This takes longer to start as well as to maintain but once introduced it lasts longer.

20. Approaches As enumerated by McKee (1992): Political Mobilization Government Mobilization Community Mobilization Corporate Mobilization Beneficiary Mobilization

21. POLITICAL MOBILIZATION An approach which aims at “winning political and policy commitment for major goal and the necessary resource allocations to realize that goal .”

22. at eliciting GOVERNMENT MOBILIZATION Aims the cooperation of service providers a n d ot h er government organizations which can provide direct or indirect support to the program.

23. COMMUNITY MOBILIZATION Aims at gaining the commitment of local political, religious, social, and traditional leaders, as well as local government agencies, non-governmental organizations (NGOs), women’s groups and cooperatives.

24. CORPORATE MOBILIZATION Aims at securing the support of national or international companies in promoting development goals, either by contributing needed resources or carrying out the advertising

25. BENEFICIARY MOBILIZATION Involves informing and motivating the program beneficiaries through trainings, establishment of community groups, and communication through traditional and mass media

26. Pre-requisites for Social Mobilization Pre-requisites for social mobilization include the following: Purpose or goal for which mobilization is required. Leader who will inspire and encourage participants and spearhead the movement. Symbols for unification and building togetherness: slogans, banners, songs, badges. Messages which are used for mobilization and the content of these messages in the form of speeches, pamphlets, booklets and songs etc. to keep alive the involvement and interest .

27. Network of managers and workers who will organize and take responsibility for different components of the social mobilization. Fu n ds , action w hich wil l h e lp closer together i n te n ti o n a nd the i n k e e ping and make carried s u re that out w itho u t int e n de d activiti e s are obstacles. Publicity and news in the form of media o v er a g e , latest r e port s in c lu d ing a n effi c ient sy s t e m of dissemination of information .

28. Process of Social Mobilization at the Village Level Social mobilization is not easy task because every c o m m un i t y leadership, has its own beliefs, so c ial syst e ms , so c ial values gro u ps, c u ltu r e, religi o n and interests. Hence it is necessary for the social mobilizes to understand the community for whom the programme is being undertaken. However the following steps can be taken for Social Mobilization .

29. Initiat e dial o gue wit h co m munit y memb ers to understand their interests, felt needs, resources, level of understanding, their perceptions, views about the programme, identify all the available resources in the community. Plan the best use of the available resources. Form new organizations (like various c omm i tte e s , Self o r id e ntify existing c o m mu n ity b ased Help Gr o u p s, V i llage Developm e nt F o rum et c . ) and involve t h e m the programme activities. Provide training if needed.

30. Try to create an environment in which individuals can empower themselves to address their own and their community's health needs. Promote community participation by developing partnership with the community. Promote good leadership and democratic decision making. Enable the community to better govern itself better play a catalyst role.

31. Example of Social Mobilization for Health in Rural Area Mobilize community based groups Forming village coordination committee Endorsing village coordination committee through panchayata Planning intervention Identifying key health issues Determining health needs Health needs Assessment Implementing activities B uil d i ng c a p ac i ty of com m unity based organization I m pr o v i ng a cc e s s to health services Village coordination committee independently manages health activities and sustain health gain

32. Go to the people Live with them Learn from them Start with what they have Built with what they have But with the best leaders When the work is done The task accomplished The people will say We have done this ourselves A Chinese Poem

33. SKILLS FOR SOCIAL MOBILISATION A Social Mobilize is a person who mobilizes relevant segm e n ts o f s oci e t y : d e cision and polic y mak e rs, opi n ion lead e rs, b u rea u crats and te c h n ocrat s , grou p s, rel i gi o us a s s oci a tio n s, and i ndustry, co m mu n ities and prof e ssi o n al commerce individuals. He/she should have the following qualities

34. Good communication skills Good facilitation skills Active listener Committed Decision maker Active Negotiation skills Known to culture and values of society Catalyst

35. Non judgmental Good Management skills Responsible Honest Knowledgeable Social Good observer Leadership

36. L IMITATIONS OF SOCIAL MOBILIZATION An exit strategy out of the community is not always desired by NGOs and community based organizations providing capacity building services as it reduces their sources of income. Community mobilization can also be inherently political and can be misused by politicians. People can be mobilized in a negative sense, either towards violence or towards a certain political ideology. A consensus amongst all organizations undertaking community mobilization may not be feasible in a country due to ideological or political reasons.

37. Conclu s ion i s essential i n Co mm u n i t y S o cial Mobil i zation Based Interventions esp e ci a lly i n the field of Community Health. Social mobilization is a process th a t e n ables p e op l e i n dif f erent sect o rs and at various levels of society to e n ga g e i n dialo g u e , negotiation and collective action. And the purpose o f so c ial m obilization is organizations, policymakers to brin g tog e th e r and co m munitie s to forge a colle c tive id e ntity and to wor k toward a goal.

38. Reference IGUNO (2017). Public Health and Primary Health Care Skills. Indira Gandhi National Open University School of Health Sciences ISBN : 978-93-86607-98-0 h t tps : / / ww w . slide s ha r e . n e t / MarkJoenelCa s ti l lo / soci al-mobilization-strategies https://www.slideshare.net/AlAlva1/social- mobilization-handout