COMMED 3 SY 2010 - 2011 Estrella P. Gonzaga M.D.

1. SOCIAL MOBILIZATION COMMED 3 SY 2010 -2011 Estrella P. Gonzaga M.D.

2. HEALTH PROVIDER MANAGER SOCIAL MOBILIZER LS EDUCATOR RESEARCHER 5- STAR Lasallian PHYSICIAN epgonzaga DFCM DLSC HSI 2010

3. FCM3The Doctor as a Manager and Social Mobilizer

4. Lowest In Social hierarchy BIOPSYCHO-SOCIAL PERSON Highest in Organismic Hierarchy BIOMEDICAL

5. BIOPSYCHOSOCIAL FAMILY and COMMUNITY MEDICINE BIOMEDICAL BASIC/CLINICAL A T OMS MOLECULES CELLS TISSUES ORGANS ORGAN SYSTEMS FAMI LY COMMUNITY NATION CULTURE BIOSPHERE ORGANISMIC hierarchy SOCIAL Hierarchy

6. COMMUNITY HEALTH DEVELOPMENT PROCESSES

7. WHY Critical recognition characterized by a sense of urgency that something must be done to improve the identified health problem

8. Beginnings Social mobilization... term used by the United Nations International Children's Emergency Fund (UNICEF) to describe a comprehensive planning approach that emphasizes a) political coalition building and b) community action (UNICEF 1993, Wallack 1989). Source: Communication Initiative 2001 website

9. Beginnings Definition 1: Process of bringing together all feasible and practical inter-sectoral social allies to - raise people's awareness of and demand for a particular development program, - assist in the delivery of resources and services and - strengthen community participation for sustainability and self-reliance. Source: Communication Initiative 2001 website

10. Beginnings A successful mobilization must be built on: a) the basis of mutual benefits of partners and b) a decentralized structure. …the more interested the partners are, the more likely that a project of social mobilization can be sustained over time. …does not require partners abandon their own interests and perceptions on a given issue but are willing to coalesce around a certain problem

11. WHAT Definition 2: Deliberately planned strategy * Uses various channels to elicit actions * Among those who can contribute to the solution of a problem, * more particularly Changing the specific behavior of members of a society who can contribute to the achievement of a definite goal (UNICEF)

12. WHAT Assures sustainability by providing a framework for action linking- up various sectors at all levels i.e. Community, Subnational- Municipal, Provincial, Regional), National and International.

13. WHAT • Definition 3 . Social mobilization is a process that enables people in different sectors and at various levels of society to engage in dialogue, negotiation and collective action. Purpose of social mobilization: bring together organizations, policymakers and communities to forge a collective identity and to work toward a goal. (Social Mobilization for Safe Motherhood website)

14. WHAT • Social development is linked to concerted public action. No matter how valid and worthy the cause, little progress is made in achieving it until a ground swell of public support is built and diverse sectors of society become actively involved in the process of change. - James Grant, UNICEF (Source: Safe Motherhood)

15. WHAT Definition 4 WHO HOW FOR WHAT People taking Action towards a Common Good (WHO /WPRO Social Mobilization for Health Promotions)

16. WHAT DEFINITION: WHO – HOW – FOR WHAT PEOPLE- range of players * decision / policy makers, opinion leaders, religious, professionals, commerce/ industry,non- government orgs, community, individuals * all relevant segments of society community to national to international

17. INTERNATIONAL NATIONAL DEPARTMENT OF HEALTH REGIONAL LOCAL GOVERNMENT UNITS GOVERNOR PROVINCIAL PHO/Hospital MAYOR MUNICIPAL RHU BARANGAY BHS

18. 3o 2o RH/MC Primary Care DH PH RHU MH BHS Private Clinics BARANGAY REFERRAL SYSTEM SELF-CARE Agriculturist LGU Engineer Teacher Municipal-District-Provincial-Regional-National

19. WHAT DEFINITION: WHO– HOW – FOR WHAT * Planned action * Deliberate strategy * Broad scale movement * Engage people’s participation * Interrelated and complementary efforts * Dialogue, negotiation and consensus for mobilizing action, * Take into account people’s felt needs

20. WHAT DEFINITION: WHO – HOW – FOR WHAT * Achieving a specific goal for common good * Create an enabling environment effect positive behavior and social change * Successful transformation of development goals into social action (Unicef)

21. HOW PROCESS FRAMEWORK • Recognize critically a health problem - participatory research, community surveys, dialogues, barangay assemblies and information from experts. 2. Determine factors affecting the identified health problem with key decision maker

22. HOW PROCESS FRAMEWORK 3. Describe the desirable action from these key contributors at various levels a- Policy/ Program Decision-Making b- Allocation of Resources c- Delivery of Services 4. Plan, carry out and assess the desirable action for the desired changes.

23. COMPONENTS Information, Education Communication Training Advocacy Community Organizing Monitoring & Evaluation

24. Soc Mob COMPONENTS Commed 1: (HEALTH EDUCATION) Information, Education Communication Training Commed 3 Advocacy Community Organizing (HEALTH ADMINISTRATION) Monitoring & Evaluation

25. Information Education Communication oAppropriate messages should be designed for a particular audience based on a particular problem.

26. Information Education Communication o Use of various mechanisms and forms of communication -         One-way communication: information dissemination and agenda- setting. - Two-way communication aims to accomplish behavioral change. -        

28. Information Education Communication o Education uses appropriate modes of teaching and learning; Develops skills, attitudes and values to help people manage the environment that affects their situation.

31. Calls for greater use of popular media – people’s theatre, folk songs, cultural competitions, social gatherings, community debates etc.

32. Training  Develop competencies of the community, health sector workers and those of the other sectors in undertaking the identified tasks from resource sharing to provision of specific health procedures.

34. EXAMPLE: TRAINING FOR LOCAL GOVERNANCE ISSUEUNICEF’s experience in promoting a childfriendlyapproach to local governance… through development of four essential tools:1) the Local Development Plan for Children,2) the Local Investment Plan for Children, 3) the Local Legal Code for Children and 4) the Local Annual State of the Children Report In addition, emergency preparedness and response is best handled at local level

35. Community Organizing Build the community’s capability for problem-solving, decision making and collective action while developing and strengthening its own networks

36. Individuals HOUSEHOLDS Families Barangay Babies Better Off Management Bgy Council Health Committees Child boy/girl Medium Teens boy/girl Service Providers THP / BHW Poor Adult Men/Women Poorest Of Poor Older Men/Women People Organizations Barangay Managed Health Care

37. …Implementation required to identify and utilize village communication networks, train field workers, locate and mobilize opinion leaders, activate link persons, establish rotating peer group discussions, provide information and supplies at meetings . • “ Communication initiative Social Mobilization

38. Mobilization of communities should focus on building confidence, trust and respect, increasing knowledge base, and enabling community members to participate, and become more proactive with regard to their own health behavior.”

39. Advocacy o       Organization of information into arguments used to persuade or convince a specific group of people to take necessary action on a specific goal. o    Involves the generation and utilization of reliable information to help national leaders, policy makers, and decision makers to help adopt necessary policies or programs.

40. CONSIDERATIONS IN ADVOCACY 1. Study the key actors, particularly their needs 2. Establish mutual trust – cite mutual benefits, substantiate arguments with good examples 3. Provide positive reinforcement to sustain collaborative work

41. Community NGO’s GO’s Apathy, prejudice – result of past sad experiences Apathy, Indifference - result of past sad experience Indifference/ lukewarm response Over dependence Tolerance of over dependency Authority Conscious domineering attitude HOW Some Adverse Characteristics of Stakeholders

42. Wait and see, timidity, lack self confidence Community NGO’S Impatience to accommodate and act on inquiry/ request Government Orgs Indifference to initiate contact and follow – up ‘ningas cogon’; manana habit, neglect of appointments; Inadequate preparation of community leaders before visit to GO/ NGO offices Arrogance, aggravate community’s timidity/ lack of self confidence Parochial context ‘Padrino’ HOW Some Adverse Characteristics…

43. Community Lack of knowledge of agencies assistance / procedures to avail of services Non-government Orgs Government Orgs Unclear , complicated procedures, delay in processing, loss of papers, wrong information to clients Lack personnel/ logistics HOW Some Adverse Characteristics…

44. HOW TOOLS

45. HOW TOOLS “EVENTS ORGANIZING” Big Bang: Launching activities by high ranking officials Big Visit: Visits by national/ international leaders Little Bang: “Kapihan” “Having Champions” - NID - Kilatis Kutis Kit : Toni Rose Gayda

46. HOW • “Yosi Kadiri, Sangkap Pinoy, Kilatis Kutis, Oplan Alis Disease” • Four Basic rules in communication strategies. • Know the culture of your audience • Do not overload people with Data • People’s Preference for Testimony (Statistic of One) • Know the issue – roots of problem • Be as specific as possible in your call to action. • Slogans and Mascots: Packaging Campaigns • Let’s DOH it ! Dr. Juan M. Flavier pp 140- 144

47. BUSINESS IN HEALTH Few basic things that the private sector looks for in any partnership... First, they want control of their own resources Second .. is imagination and creativity. Third… They look for a program’s potential benefit and advantage to themselves Let’s DOH IT! Dr. Juan M. Flavier

48. Monitoring Evaluation oImprove the implementer’s efficiency in advocating and mobilizing action (Monitoring) Determine the effectiveness of the program (Evaluation)

49. SO WHAT • Implications to Health Worker • Acceptance of concept of Total Health • Effective communication among and within agencies 3. Shared ownership and responsibilities for health program 4. Capacity for joint planning, implementation and evaluation of health development program 5. Capacity to make effective and assertive presentation of programs to decision makers

50. Decision makers have to be aware that an Abundance of Resources and Technology does not guarantee good health