by Jack C. Ling and Cynthia Reader-Wilstein

Table of Contents

Note from authors


Chapter 1: A Society-Based Development Strategy
Chapter 2: Building Partnerships
Chapter 3: Building Political Commitment
Chapter 4: Working with the Salt Industry
Chapter 5: Working with the Health Sector
Chapter 6: Working with Schools
Chapter 7: Sustaining the Progress
Chapter 8: Social Mobilization Steps

Communication Tool Kits

     1. Assessing Social Mobilization
     2. Prototype Point-of-Purchase Study for IDD
     3. Additional Questions for Rapid Response Survey for IDD
     4. IDD Key Messages and Supporting Information (Generic)
     5. Key Messages for Doctors (Pakistan)
     6. School Activity for Children
7. Hypothetical Audience Segments for IDD



1. Social Mobilization Continuum
2. An Illustration of the Basic Elements for Social Mobilization
3. Social Mobilization Framework Grid
4. Stages of Change
5. Audience Segmentation in Ecuador
6. Audience Segmentation in Pakistan


1. The Strengths of Social Mobilization [See chapter 1]
2. Early Lessons: Work with Industry and Sustain the Effort -Ecuador
[See chapter 1]
3. An Example of Bureaucratic Resistance - Ecuador
[See chapter 3]
4. Promotion through Retailers - Pakistan
[See chapter 4]
5. Promotion through Markets and Fairs - Ecuador
[See chapter 4]
6. Tailoring Messages to Resistant Groups - Ecuador
[See chapter 4]
7. Positive and Negative Images - Pakistan
[See chapter 4]
8. Reaching the Household through Health Workers - Pakistan
[See chapter 5]
9. Schools are an Entry Point to Communities - Ecuador
[See chapter 6]
10. Three Kinds of Quality Assurance
[See chapter 7]
11. Manufacturers: Education and Enforcement - Ecuador
[See chapter 7]


Go To The ICCIDD Homepage